Think about social media influencers you follow or search for one or two in one of your favorite product categories. Watch some of their videos and then develop a list of characteristics that make them appealing to followers, which could be used to evaluate an effective influencer.
2. Choose three popular social media sites other than Instagram, YouTube, or
Facebook and discuss their effectiveness as a platform for influencer marketing. What unique approaches would you take to most fully exploit the capabilities of the platform and for reaching their demographic targets via influencer marketing?
3. Promotional tool choice is a matter of tradeoffs. Compare traditional network TV advertising and social media influencer marketing on the dimensions of 1) cost, 2) message control, 3) customer engagement, and 4) speed of execution.