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It’s been over six months in development but this week has seen the release of the inaugural issue of Fluent: The Razorfish Social Influence Marketing report.

Why did we create this report? There’s a lot of fluffy thinking and hype surrounding social media and this report highlights how Social Influence Marketing encompasses every part of marketing and every dimension of an organisation, as well providing a new metric for the measurement of SIM

You can download the full report here or view it on Slideshare, but here are the highlights

Social Influence Marketing Survey – By Shiv Singh

The study, which consists of a Razorfish survey of 1,000 consumers, examines the importance of social media and social influencers in consumer purchasing decisions. Results show that traditional top-down marketing will become increasingly ineffective as the importance of social media grows.

If a brand provides current, relevant content, consumers will engage with it. Survey results show that consumers are willing to stay actively involved with a brand on social networks if the brand gives them a reason to do so.

Brands need to understand the different roles influencers play throughout the purchase decision. They must identify which ...