September 29, 2022

Helping PR pros make smarter decisions

Radio Roundtable: How social media has changed marketing, Barfshiners, and when do you reach out to an influencer?

Radio Roundtable: How social media has changed marketing, Barfshiners, and when do you reach out to an influencer?

This week, co-host Sarah Wurrey joins Jen Zingsheim to discuss how social media has changed marketing, social media “barfshiners,” and understanding when the time is right to reach out to an influencer.


This week’s show is 28 minutes in length.

  • First, Jen and Sarah discuss a great overview post that outlines the ways in which social media has changed marketing, as described in a post on Mashable. Sarah feels that number 2 on the list–having a better understanding of audience needs–is a key component of how social media has changed marketing. Jen feels like number 5–that it puts employees on the front lines–is the biggest game changer and difference from any other previous marketing efforts. Jen points out that peer-to-peer (aka “grassroots” marketing, or word-of-mouth marketing) marketing has been around for more than a decade, so marketing has been changing for a while.
  • Next, the two discuss a funny but insightful post by Shonali Burke, who asks: Are You a Social Media Barfshiner? The foundation of the post arose a few months back, when Shonali decried the over-the-top sunniness of some Facebook status updates. Jen points out that with overlapping circles of friends, co-workers, and family, perhaps people are self-censoring to the positive. Sarah points out that it isn’t so much the positive updates that get under her skin–it’s the *everything is perfect* nature that can be particularly irksome. (And she reiterates her utter loathing of babies used as Facebook profile pictures, pointing out that it’s really amusing when the updates are griping about a bad day–it looks like the baby is complaining…/digression). Jen brings up social contagion theory, and wonders if it’s easier to ignore overly positive or negative vibes in status updates, versus being in an office.
  • Finally, the two review an excellent post by Valeria Maltoni, which answers the question “How do you know when to reach out to an influencer?” Jen notes that this is one of those things that you would think would be common sense really–but evidence abounds that it is not. Sarah agrees, and points out that people need to take the time to do the research, establish the relationship, and all the other things that make influencer outreach successful.
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