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Part 2 of series: Find your marketing influencer

Social media

That’s F for friends, fans and followers who influence a consumer’s buying decision.

Anyone who knows me has heard me talk about the infamous “f-factor,” a brilliant term originated by “That’s ‘F’ for friends, fans and followers who influence a consumer’s buying decision.


Screenshot from

The F-factor is a stage toward the end of the SEO optimization cycle. It is the sharing and re-sharing that precedes your blog post (keyword inputs, personal social sharing of the post and social bookmarking, which is a topic for another blog post).

Social networks and blogs, in the U.S., reach nearly 80 percent of active U.S. Internet users and represent the majority of Americans’ time spent online.

  • 250 million Tweets and 800 million Facebook status updates are published every single day
  • 56 percent of Americans have a profile on at least one social networking website
  • 55 percent of those aged 45-54 have at least one social network profile
  • 60 percent of people who use three or more digital means of research for product purchases learned about a specific brand or retailer from a social networking site
  • 48 percent of the former consumers responded to a retailer’s offer

Here is an example of the F-factor or “influencer marketing.”

Joe, as shown above, has 12,000 social connections, and he follows your company on its various social networks. Now, either one of two things happens.

Scenario 1:

Your company does not share interesting content that appeals to Joe, your client.

Outcome 1:

Joe wonders why he follows your company, and you reach NONE of Joe’s 12,000 connections because he won’t share your content. In fact, Joe may even unfollow you.

Hopefully, that doesn’t happen, and this does.

Scenario 2:

Your company produces great content that appeals to Joe, your client.

Outcome 2:

Joe says “Wow, this is great content! I need to share it, and tell all of my 12,000 connections about it, and how they need to follow this company.

Note: Since Joe has this many social connections, and he follows your company, it makes Joe one of your company’s “influencers.”

Not only is your content shared with Joe’s connections but it is also shared in an array of other networks because inevitably some of Joe’s social connections will reshare his link to your content.

Joe is a FireStarter because he has a large fan base, and he brings his connections to action, i.e. re-sharing your content, which links to your company.


Find your “Joe,” a.k.a. your marketing influencer. Write engaging content, and he will share it; which means hundreds of thousands of others are discovering and linking to your company.

Don’t pay for SEO, pay for great content.


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