The tide of influence hunting on the web is rising beyond public relations and social media to digital marketing at large.  In particular, there’s growing attention being directed towards influencers as gateways to new audiences.

Influence as the ability for a person to inspire action amongst a community is a very powerful thing and therefore, increasingly appreciated by digital marketing and PR pros alike. An influencer program that identifies, qualifies, engages and maintains relationships with industry influencers can serve as a formidable “force multiplier” for everything from content amplification to product feedback to content co-creation. 

Beyond the “brandividual endorsement”, people with a strong center of influence can provide valuable context and credibility to a company seeking to connect with an audience of buyers. But in an age of information overload and the ability for anyone, anywhere to publish, finding those influential connections in your industry can prove to be a challenge.