Talking Digital Influence with Shani Higgins, CEO of Technorati Media - Page 2
Blogs offer an immense amount of original content, so we weren’t surprised to see consumers report sharing that content from blogs so much. In addition, the majority of consumers agreed that these smaller more intimate communities have greater influence. So, again it would follow that consumers might be more inclined to share from these influential sources.
So blogs can carry great influence. According to your research, what impact do they have on consumer purchase behavior?
In fact, when asked what online services were most likely to influence a purchase, consumers reported blogs, only behind retail sites and actual brand sites, as most likely to influence a purchase. All other social media and online sources fell off somewhere below blogs.
Why are consumers following brands on social platforms, and which of the social platforms are driving the most follows by consumers for brands?
While most of the consumers surveyed reported following brands to learn about products and services, keeping up with brand activities was a close second. Consumers are more likely to follow brands on Facebook and Twitter, over Pinterest, YouTube, or Instagram.
Where does Technorati see itself fitting into the online social media eco-system?
We began as a search, rank and relevance engine for the first pillar of social content: blogs. We created the first ranking system of influence around authority which did not measure reach but actual influence, how content was being shared across the blogging community and the frequency and quality of that content. We used that data and our own technology to launch a media company focused on connecting brands with these influencers at scale. Leveraging the best of a brand’s social, our own patent-pending ad products, highly-effective targeting, and our proprietary technology to identify influence, we break down the walls of social and allow the conversation to take place in a distributed fashion.
What does the site have in store for the future?
We want to fill in some major gaps that exist in the influencer ecosystem and have some exciting plans for Technorati.com to even better connect and strengthen the ties between Influencers, brands and their target audiences, so stay tuned...