Brian Solis knows what he is talking about. He’s written the book on this one.

What are his thoughts on influencer marketing?

• “Influence 2.0 is asking the audience to become far more strategic, thoughtful and also pioneering in how we modernize influencer marketing to be value-added throughout the entire organization,” says Solis.
• So for the brands interested in, or still experimenting with, influencer marketing, Solis offers one piece of advice: “Stop doing ‘influencer marketing’ and look at ways to add value to influencers and the people they reach. Everybody should get something out of an influencer marketing program: the audience, the influencer and the brand.”
• What must we stop doing? “As an influencer marketer, this means that you must: stop applying marketing first principles, stop being wowed by the fact that you may get to interact a celebrity, stop misunderstanding the word influence, and start thinking differently about the way you approach influencer marketing. Only then can you begin constructing an influencer marketing strategy that generates value for your brand, your influencer and your customers.”
• What are the right questions to ask? “Are you asking the right questions related to how to leverage influencers? If so, you could be the face of the next generation of marketers Solis is pleading for with his report.”