Tag Archives: influencer

Facebook Algorithm Changes and a SXSW Preview


It’s one of our favorite weeks of the year: South by Southwest Interactive (SXSWi) week! We’re very excited to be sending Jon Woods and Adrienne Schafer down to Austin to check out and report back on the latest and greatest in digital marketing from the festival. Be sure to check in with our blog Friday March 9 through Tuesday March 13 for a daily update from Austin, and follow along with @WoodrowWilson and the aptly handle’d @recap for real-time recaps of the various sessions and experiences they collect at SXSWi over the next five days. In the meantime, it seems everyone is wondering about Facebook’s algorithm changes, and many of us have questions about navigating the influencer relations space. Below are a couple of great articles to hopefully tide you over.


DigiDay: Media Buyers Aren’t Seeing Ad Prices Change After Facebook News Feed Changes

Some pretty ground-shifting changes were expected from Facebook’s recent algorithm/news feed updates. With the shift from a focus on publisher and brand content to more person-to-person interactions, the initial thinking was that brands would likely have to pay more to reach their audiences. And while it may be early, it doesn’t sound like there have been systematic shifts just yet. Read more after the jump…

How SEO is Quickly Becoming a Communications Function

Screen Shot 2015-05-21 at 9.51.16 AMWhy would a marketing communications firm have SEO capabilities?

We get that question from time to time, and the simple answer has been, “Our clients put solid resources behind having us develop rich content, so we want to be sure the right audiences are able to easily find that content.”

This week, with the advent of Google searches now showing tweets, the shift of SEO from a stand alone function to one that lives in the marketing and communications world is even more apparent.

Read more after the jump…

Are You an Influencer? Am I an Influencer?

I read about the term “influencer” daily. I probably use the term at least once a day myself. But who is an influencer in 2011 and what does it mean for our traditional and non-traditional PR practice here at GroundFloor Media?

If I knew the exact answer, I bet I’d be rich. Or maybe at least I’d have a book deal.

I personally believe that there is no such thing as a one-size-fits-all influencer. The person who can move the needle for a national food chain is completely different from the person who can positively impact the way people perceive and talk about a professional services company. The food industry influencer could be a nutritionist, turned blogger, turned author, turned national morning show correspondent. The professional services influencer could be a former analyst who is now on the speaking and networking circuit for his or her industry. And for me, putting the pieces of this influencer puzzle together for our clients is half the fun of influencer relations.

Not everyone with a blog or a Twitter account should automatically be given the powerful title of an influencer. I’m not arguing that at all. There seems to be a new tool every day to help us measure the reach of such influencers – Klout, Radian 6, Sysomos, GroupHigh, and so on. It takes tools like these, and a healthy dose of research combined with a bit of common sense and a little luck, to find the one trait that all influencers should have – a loyal following of people who inherently trust this person and look to them for honesty above all else.

Take Hungry-Girl for example. Lisa Lillien has built an incredible brand and name for herself among women who want to make healthier choices without sacrificing a lot of time, money or energy in their quest to lose weight and get fit. I met Lisa in a professional setting years ago—she had a website, a newsletter and big aspirations. Fast forward a few years and she has multiple books, national tours, countless national TV segments under her belt, and an intensely loyal following that yields incredible results for the brands she gets behind. Was she an influencer when we first met? A lot of people might have argued no. Are they kicking themselves today? You bet.

There is no simple formula (that I know of) for how to approach influencer relations. But that shouldn’t stop you from going after it and making it work for your brand or service. Yesterday’s New York Times food critic is today’s Lisa Lillien. Don’t miss the opportunity to build these relationships before they pass you by!