8 Traits of Highly Effective Influencers


Influencers are Transparently Passionate

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Transparency is tossed around, especially in the sense of Government in the Web age. Clearly, Government 2.0 has been a topic of conversation around these parts. If there is anything that the “Web 2.0” era has brought to society, it is the value of transparency.

For many years, I have said that transparency builds trust and with trust comes a degree of brand loyalty. That is true when it comes to influencers as well.

Michael Phelps won 14 gold medals for the United States in Olympic competition, yet, many question is ability to be an influencer. Clearly, his sponsors still believe he can be an influencer, but I’m not entirely sure that these companies understand transparency and trust in 2009. It seems more like there is an adaptation of traditional marketing tactics at play – that if they have Michael Phelps endorsing their products, then people will simply buy more of those products.

“Influence, as mentioned, is not manipulative but leads from a position of conversational power.”

Rather, I think, there is a fundamental misunderstanding of brand trust and transparency. That Speedo expects Michael Phelps to hawk their product without transparency surrounding his actions, both with a DUI a few years ago and with the now famous “bong photo” incident, indicates that they don’t “get” brand trust and loyalty. Perhaps a more expeditious use of the negative press, while leveraging the Phelps brand, would be the adoption of Phelps into an anti-doping campaign that affects both the swimming industry, as well as the issues with Phelps himself.

Yet, I digress.

The other side of transparency, as it pertains to influence, is passion. Political pundits look back on the failed 2004 presidential campaign of Sen. John Kerry and most often point to the lack of passion from the candidate and the campaign as a determining factor for the outcome of the race.

Kerry had all the trappings of a successful campaign. He was racing in an environment that was politically hostile toward the right (it would only be two more years before the Democrats would take control of the House and the Senate). He was battling an unpopular incumbent president responsible for two perceived failed wars. He ran on a traditionally winning military record during wartime. Yet, he could not beat himself. He could not gain the confidence of the American electorate because of a distinct lack of passion and fire.

Influencers who understand the power of passion and leverage, effectively, an honest transparency to those who follow or look to him for guidance will garner the most value from their communities. They will enjoy a much more influential position and cause people to rally to their causes. Influence, as mentioned, is not manipulative but leads from a position of conversational power.