How to choose an influencer
There is nothing new about brands using celebrities and if done well, this makes for an intelligent partnership. In the past, life was simple... a celebrity would come on TV and tell you why she prefers a particular brand of barbecue sauce. Within weeks, all the stores would run out of stock and women would be fighting over the last bottle.
Digital has made life difficult for brands; these days people tend to use Google, stalk people for ideas, talk about them on social forums and share their experiences. With this two-way communication, companies have a huge opportunity to use their brand ambassadors to interact with their consumers in a meaningful way. However, as not all word of mouth is created equal, it is important to understand how they differ and when, where and how to use each type of influence.