Create a buzz around your business through influence marketing: interview with Mark W. Schaefer, author of Return on Influence

Abstract

Purpose

The purpose of this article is to provide an interview with Mark W. Schaefer

Design/methodology/approach

The paper provides an interview with Mark W. Schaefer, author of Return on Influence.

Findings

Mark W. Schaefer is a shining example of what can be achieved through the social web. While he is a marketing consultant of some renown with over 30 years experience, he has also grown a business, been invited to speak at numerous conferences, and attained a lecturing position at Rutgers University, all as a result of his social media activity. He was recently named amongst Forbes magazine's “Power 50” social media influencers, and his blog “{grow}” was ranked in the Power 150 by AdAge magazine. He has written two books on the subject: the first, entitled The Tao of Twitter, offers practical examples of how you can develop a successful Twitter strategy. His most recent book, Return on Influence, looks at the rise of influence marketing, and how companies are attempting to leverage relationships with these celebrities of the social web in order to create brand buzz.

Originality/value

The interview discusses the implications of influencer marketing, on offers tips on how companies can incorporate this into their social media strategy.

Citation

by Gareth Bell, I. (2012), "Create a buzz around your business through influence marketing: interview with Mark W. Schaefer, author of Return on Influence", Strategic Direction, Vol. 28 No. 9, pp. 33-36. https://doi.org/10.1108/02580541211256549