Technorati’s recently released annual report on digital influence – which is based on valuable insights from over 6,000 influencers, 1,200 consumers and 150 top brand marketers – should serve as a wake up call to brand marketers. The report highlighted what we at SocialChorus have known all along – there is a huge disconnect between brands and their most influential advocates.
While blogs continue to be the third most influential digital resource for consumer purchases (behind brand retail sites and brand sites, respectively), 35% of brands aren’t even engaging bloggers. In addition, spending on social, including influencer outreach, only accounts for 10% of brands’ digital marketing spend – highlighting an obvious misalignment between where consumers get purchasing information and where brands are betting their social spend.
To read more about this disconnect and other interesting findings on digital influence download the free 2013 TechnoratiMedia Digital Influence Report.
We work with dozens of leading brands to deploy successful social word-of-mouth campaigns with their influencers and recently released a step-by-step guide to activating your untapped influencers. Download The Value of the Power Middle in Social Marketing ebook.