Jason Falls, Director of Digital Strategy at Cornett, joins the Social Pros Podcast to debunk common myths and misconceptions around influencer marketing. We also talk about his new book, “Winfluence.” Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud SocialMedia.org Full Episode Details Is the letter “r” the only difference between "influence" and "influencer," or is there more to it than that? Jason Falls, Director of Digital Strategy at Cornett, states that when you talk about influence, it’s not about the channel, the influencer, or even the person. It’s not a noun, it’s a verb. So, when you’re talking about influence, you’re talking about your strategic purpose. As Jason said in this episode of the podcast, “you want to influence an audience to take action.” Understanding the difference between influence and influencer is so important. In this episode, Jason reveals whether it’s more beneficial to have a popular influencer promote your brand vs. someone who talks passionately about your brand to a smaller audience. We also dig into why he prefers the term "influence marketing" over "influencer marketing" and some common misconceptions around influencer marketing. In This Episode: 08:59 – How influence shifts the perspective to the action rather than the channel 12:02 – Why we often make the mistake of relying on influencers rather than influence 15:18 – Why people tend to be skeptical of influencers and their authenticity 18:52 – What makes influencer marketing work 21:01 – How to find the sweet spot when searching for the right influencer for your brand 23:05 – Why it’s better to have fewer influencers who you have a relationship with vs. many influencers 29:53 – Who should be responsible for influencer marketing within an organization 31:38 – The pros and cons of asking an influencer to be category exclusive 38:01 – How social pros can use the three most important words in influence marketing to their benefit Resources: Get the new State of Marketing report for free from Salesforce Find out more about the community at SocialMedia.org with a special form for Social Pros listeners Find out if your website is ADA & WCAG compliant with help from aCe Get $30 off of your Tailwind Subscription! Read ‘Winfluence’ by Jason Falls Visit Jason’s website Visit SocialPros.com for more insights from your favorite social media marketers.