If cable and online video fragmented TV audiences, then audiences are shattered when everyone produces their own channel or subscribes to a handpicked list of channels produced by their friends, influencers, entertainers and chosen brands.

Once upon a time (approximately 1,500 days ago) companies could reach out to influencers individually. They could brief them and spend time with them. Today, there is a new mass of influencers, too numerous to connect with individually and not influential enough to warrant the expense of one-to-one outreach.

Now everyone has a soapbox and a small audience. As a marketer, if you can figure out how to engage enough individuals and have them share your cause, you can turn this mass of influencers into a marketing channel that delivers scale.

The challenge is: How. How do you reach the mass of influencers cost effectively? [Read more...]

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