Summary
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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