Identifying and Connecting with Influencers by Brian Solis

Aug 28, 2009 | Publisher: BrianSolis | Category: Technology |  

Identifying and Connecting with Influencers By Brian Solis, blogger at PR 2.0 and principal of FutureWorks PR, Co-Author Putting the Public Back in Public Relations and Now Is Gone I recently was invited to keynote the Ragan New PR and Social Media conference in Chicago where I met some truly amazing people doing some truly incredible things in the world of enriched communications. Following my presentation, I was asked to share my thoughts for identifying influencers and also the associated methodologies and strategies that serve as the governance for meaningful communications also known as the rules of engagement. Also, I should point out that my use of the word “audience/s” has adapted over time. In our book, “Putting the Public Back in Public Relations,” Deirdre Breakenridge and I propose the elimination of the word from our marketing vocabulary. We realized it was more effective to adapt its definition rather than replace it as many are still wrestling with this concept and its preventing frictionless evolution. What we’re truly professing is the need to view the people, the individuals, who comprise the audience and realize that in this personal process of visualization that there is technically no “one” audience nor is there only one “message” that fits all. What we’re referring to is the notion of connecting directly or indirectly with public or publics. There are intentional reasons why we didn’t call the book “Putting Relationships Back in Public Relations.” Our initial mission was to remind PR practitioners that we are working with people and not broadcast beacons, which fundamentally changes the dynamics of how we operate – from what we say, how, and to whom. The industry took a very disconnected detour over the decades by interchanging public relations with publicity, visibility versus presence, and substituting people with outlets. In the social web, we’re also observing relations and relationships and the direct and indirect exchanges between friends, followers, connections in and around social graphs. In many cases, “relations” satisfies the level of engagement as dictated by those with whom we collaborate. In (cc) Brian Solis, - Twitter, @briansolis Social Media, relations is scalable whereas cultivating “relationships” is reserved for the groups of people who require deeper interaction, now and over time. It isn’t designed to be a mass marketing ingredient, but a focused effort in which we collaborate and invest in the alliances that benefit through the interrelation. Social Media is redefining relationships and in many cases, extending the realm of conversations. RTs,Likes, for example, aren’t necessarily conversations nor are they acts of furthering relationships, but they are a form of relations and they are meaningful. In order to effectively engage today, we need to first identify the people of significance and determine our role within the various ecosystems of value. You’ll quickly observe that in the [lack of] attention economy, relations and recognition, and not necessarily relationships, serve as the primary currency of Public Relations, Customer Service, and Marketing Communications. Engage like you really mean it… Read this post, “Unveiling the New Influencers.” (cc) Brian Solis, - Twitter, @briansolis Brian Solis is globally recognized for his views and insights on the convergence of PR, Traditional Media and Social Media. He actively contributes his thoughts and experiences through speaking appearances, books, articles and essays as a way of helping the marketing industry understand and embrace the new dynamics fueling new communications, marketing, and content creation. Solis is Principal of FutureWorks, an award-winning PR agency in Silicon Valley. Solis blogs at PR2.0,, TechCrunch, and BrandWeek. Solis is co-founder of the Social Media Club and is a founding member of the Media 2.0 Workgroup. Solis has been actively writing about new PR since the mid 90s to discuss how the Web was redefining the communications industry – he coined PR 2.0 along the way. Solis is considered an expert in traditional PR, media relations, and Social Media. He has dedicated his free time to helping PR professionals adapt to the new fusion of PR, Web marketing, and community relations. PR 2.0 has earned a position of authority in the Technorati blog directory and currently resides in the top 1.5% of indexed blogs. is also ranked among the most influential blogs in the Ad Age Power 150 listing of leading marketing bloggers. Working with Geoff Livingston, Solis was co-author of “Now is Gone,” a new book that helps businesses learn how to engage in Social Media. He has also written several ebooks on the subjects of Social Media, New PR, and Blogger Relations. His next book, co-authored with Deirdre Breakenridge, “Putting the Public back in Public Relations,” is now available from FT press. Connect with Solis on: Twitter, FriendFeed, LinkedIn, Tumblr, Plaxo, Plurk,, BackType, Social Median, or Facebook --- Subscribe to the PR 2.0 RSS Feed (cc) Brian Solis, - Twitter, @briansolis

Identifying and Connecting with Influencers by Brian Solis.doc

About BrianSolis

I am a Principal of FutureWorks, an award-winning PR and New Media agency in Silicon Valley. I blog at PR2.0,, and regularly contributes PR & tech insight to industry publications. I am a published author and an avid speaker on the topic of new marketing and engagement. I am among the original thought leaders who paved the way for Social Media. I am a co-founder of the Social Media Club and a founding member of the Media 2.0 Workgroup.


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