Posts Tagged ‘social endorsement’
Celebrity endorsements are nothing new. In the era of social media however, celebrities now possess the ability to reach people in online networks. The difference now is that static or passive audiences have become interactive and more importantly, people have become stakeholders in the media where connect and socialize. Celebrities are presented with opportunities to engage people on a peer-to-peer level. Doing so changes the dynamics of the relationship from a hierarchical celebrity-to-fan association to a flattened person-to-person connection. It also impressively scales the potential endorsement from a first degree reach of one-to-one to a multi-degree one-to-one-to-many social effect.
Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.