Module 2: Amplifying Authentic Engagement Through Influence Unit 3: Authentic Attributes of Thought Leaders
AUTHENTIC INFLUENCE FOR THOUGHT LEADERSHIP
For content marketers and social media influencers to be trusted, audiences must perceive them as authentic and willing to help them. Consider the evidence needed to support this perception. According to Business Wire, “90% of consumers claim that authenticity is important when deciding which brands they like and support. And 61% believe
authenticity is the most important component of impactful content.”
A consistently predicted social media trend is that authenticity will become a major competitive advantage. “Brands need to showcase their authentic values to demonstrate they understand their customers better. i.e., influencers will act as “experts-in-residence” (CMSWIRE). Gone are the days when press releases vetted by corporate gatekeepers are used to convey a firm’s official position on a
subject. Consumers want to witness in real-time a brand spoke person’s vulnerabilities when they are willing to be (1) challenged in a live venue, (2) candid about their shortcomings, and (3) exposed behind the scenes. For example, does
Authentic influencers are recognized as:
H ighly Skilled Subject Matter Experts H
E mblematic of Audience Values E
A uthoritative Thought Leaders A
T rue to Self
N on- Conforming
T wo-way Relatable
C onsistent and Timely
U nscripted
I mperfect
C
T
U
T
N
I
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