Influence or Manipulation?
Influencers often face a backlash in the media and are frequently labelled as greedy, selfish, and bothersome. Some businesses, especially those in retail, hospitality, and travel, are approached by several each day who only seek to gain personally in exchange for negligible exposure to irrelevant followers. No doubt successful influencers can profit this way but what is the balance between benevolent giving and malevolent taking? How can we measure the ROI from Social Media exposure? How can we best leverage the target markets of influencers to benefit our businesses and customers? How do we separate beneficial influence from blatant manipulation?