Читать книгу Social Media Marketing For Dummies - Shiv Singh - Страница 18

A consumer who’s mulling over a high-consideration purchase might also consult an expert influencer. An expert influencer is an authority on the product that the consumer is considering purchasing. Also called key influencers, they typically have their own blogs and huge Twitter followings, and rarely know their audiences personally.

When considering buying a car, suppose Shiv doesn’t turn just to friends for advice, but also visits some car review websites like Edmunds (www.edmunds.com, shown in Figure 1-3). On these review websites, experts rate, rank, and pass judgment on cars. Because they put the cars through various tests and know the cars inside and out, their opinions matter. They’re the expert social influencers — people whom Shiv may not know personally but are recognized as authorities in a certain field. Their influence is derived from the skills or expertise that they — or broadly speaking, their organization — possess based on training.

FIGURE 1-3: The Edmunds car view website.