Module 2: Amplifying Authentic Engagement Through Influence Unit 3: Authentic Attributes of Thought Leaders
discussions with thought leaders on these fast growing venues: • Facebook Live Audio (to be transformed) • Twitter Spaces • Spotify Live (formerly Greenroom) • Clubhouse • LinkedIn Live TRUE-TO-SELF Growing social media influence has much to do with a brand’s or individual’s capacity to enlighten, motivate, edutain, or mentor their audiences. Since the inception of social media as a marketing channel, many have attempted to excel at performing all these roles. But is this wise? Our own study at NSU found this multi-faceted approach to connecting with and inspiring audiences can, in fact, hurt an audience’s perception of a brand’s authenticity.
Teacher
Rather than straddling the fence on all facets, the study found that social media influence is better attained if you consistently stick to your personal attributes as defined along these three dimensions: 1. Inspirational appeal (inspire by your ideas/perspective or passion) 2. Connection style (connecting by enlightening or engaging others) 3. Content development comfort (preference for instructional or insightful content) The first two dimensions lead to four overarching archetypes derived from a study of 171 leading social media marketing experts: analysts (25% of
Audience Connection Style
Content Development Comfort
Influence Archetypes
Inspirational Appeal
Personas
Seen As
Serve As
Visionary
Enlightening
Ideas
Insightful
Futurists
Industry Pulse
Analyst
Strategist
Enlightening
Ideas
Instructional
Architects
Master Planner
Teacher
Engaging
Ideas
Insightful
Nurturing
Helpful Practitioners
Mentor
Tutor
Engaging
Ideas
Instructional
Skill Builders
Tactical Instructors
Entertainer
Enlightening
Passion
Insightful
Amusing
Performing Critics
Edutainer
Inspirational Role Models
Charismatic
Engaging
Passion
Insightful
Pearls of Wisdom
Evangelist
Enlightening
Passion
Instructional
Advocates for Change Passionate Crusaders
Motivator
Coach
Engaging
Passion
Instructional
Goal Driven
Performance Fuel
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