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For B2C Marketing Professionals

The Social Technographics® Profile Of Influentials

December 21, 2009

Primary author headshot


  • By Emily Riley
  • with Nate Elliott,
  • Peter Sargent,
  • Cynthia N. Pflaum,
  • Emily Bowen

Why Read This Report

Twenty-six percent of US online adults are influentials; that is, their friends ask them for advice on what products to buy. Nine out of 10 influentials use social media, compared with slightly more than eight out of 10 US online adults. Influentials love to learn, research, and spread knowledge, providing a perfect target for social marketers. However, not every influential is the same, and many specialize in only a few topics such as electronics or household goods. While marketers must play to their influentials' specific social media profiles in order to communicate effectively, marketers should always focus on helping influentials gain and spread knowledge.

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Table of Contents

  • Influentials Use Social Media To Gain And Spread Knowledge
  • Use Social Media To Become A Trusted Resource

  • Do Your Homework To Live Up To High Expectations
  • Supplemental Material
  • Related Research Documents