It’s all about trusting a brand.
Brand influencers who leverage social media authentically to connect audiences and brands may or may not be the perfect match with the brand.
According to Forbes, just as artificial intelligence (AI) and machine learning are using predictive algorithms to determine a customer’s lifecycle including the key areas of acquisition, relationship growth, retention and win-back; the same technology is being utilized to help brands identify influencers that might best align with brand values.
Last week IBM announced the launch of Watson Advertising Social Targeting with Influential, a social target tool that can help brands communicate with an audience. It can help analyze social media data which can then boost influencer engagement and identification.
“Now more than ever, it’s essential for brands to meet consumers where they are – on social media – to foster connections that engage, raise awareness and lead to actions,” said Dave Olesnevich, head of product, IBM Watson Advertising.