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August 10, 2009


Cat @ 3 Kids and Us

Eh I would venture to guess you're thinking too hard about it. Sure I have some influence but deep down, I'm just a "mommy blogger". I blog about my life as a mom and share my thoughts on the products that we use.

Jerry Silfwer (Doktor Spinn)

I've thougt about this a lot, and I call them "social media naturals".

As a local PR professional and blogger, I've tried to find a common ground for these people. It doesn't seem to be IQ nor writing talents. These people come in many different shapes ranging over many different channels.

Some are controversial and dramatic, others diplomatic and analytical. The only common ground I've found is their natural ability to leverage social media as they see fit.

So, since the conversation in Sweden is quite lively, with Stockholm being a hotspot for innovation, conversation and early adopters, the term "social media naturals" has already gained some mainstream media recognition.

Steve Rubel talked at a Disruptive Media seminar about "social media allstars", but the star quality label is to much "Hollywood", at least as a working description of the Northern European social media influencers community.


I see it both as an 'informal' title (which perhaps needs no title because they're simply known as 'friends' or 'colleagues' or 'associates'). But a title as it relates to what they accomplish is relevant. While it might depend on the 'flavor' of the relationships, in some cases they're what I call 'relationship brokers' -- not a particularly warm and fuzzy title, but it focuses on the results of what is done.

A more generic title that has been used in the past for people asked to fill these sorts of roles in a corporate setting is a bit more meaningful: catalyst.

Kerry Lange

Great post John, we've been discussing this for some time at Ammo. We often use the term "Uber Influencer" to describe people who are economically driven to Influence, meaning their career or ability to make money is the driving factor for being a maven, connector, etc. rather than social status. People like "mommy bloggers" are a bit in a gray area as some of them derive economic benefit from being an Influencer, such as ad dollars or free product, but some of them just happen to be blogging about their lives, like Cat.

We've also started using the term "human media" when speaking to clients about purchasing because it becomes very easy for them to relate that to the other media channels they're used to. In essence, we are using humans to broadcast a message rather than a print ad or billboard. Honestly, the term catalyst is far more appealing to me than human media as it feels less commoditized and more personal.

I think eventually there will need to be a distinction between professional/semi-professional bloggers, who have an editorial standard and reputation to maintain, and casual bloggers who just write about whatever they want to write about, especially when it comes to how marketers deal with them and how transparent their communications are to their readers.

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