The term “influencer” is wiggling its way through the tangled web. And it’s a hard one to catch because no one knows for certain what it looks like. Personally, I think that’s where the biggest challenge lies, because an influencer is like a changeling. It has a different image for every brand and often for every campaign of a brand. Now that word of mouth recommendations and criticisms spread through social media faster than fire in a dry field, influencers are people who are active on social media and blogs. They also are brand advocates and niche promoters.
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