Peer Influence Analysis: What It Is & How Marketers Use It

Recently, Forrester introduced a new way to consider influence in Social Media.  We identified a group of social media participants we call Mass Influencers.  While just 16% of the US population, Mass Influencers are responsible for 80% of the influence impressions and posts about products and services in social channels. 

Mass Influencers

As noted in the Forrester report, Tapping The Entire Online Peer Influence Pyramid and on the Forrester blog, Mass Influencers come in two flavors: 

  • Mass Connectors, who create a great number of impressions about brands and services in social networks, like Twitter and Facebook, and
  • Mass Mavens, who create and share content about products and services in other social channels such as YouTube, blogs, forums, or ratings and review sites.

The fact that a minority of social media participants represent the lion’s share of buzz about products and services is probably not at all surprising,  but what does this mean to marketers?  How can brands  develop programs that activate the potential of Mass Influencers to create awareness and consideration among their readers, friends, followers and others in social venues?  The answer comes from Peer Influence Analysis (PIA), Forrester’s new framework to analyze influence within particular markets, demographics and industries.

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