Advertising Age Article Abstract
How Marketers Use Online Influencers to Boost Branding Efforts
Brands Like Kodak Are Taking a Targeted Social-Media Approach
NEW YORK (AdAge.com) -- When Kodak wanted to increase participation in its "Time to Smile" branding effort, which launched this past summer, the marketer recently looked to influential bloggers, Twitterers and Facebookaholics to move the needle for its push. But with so many voices buzzing on the web these days, how can a marketer be sure it has found the right group of "influencers" to help it get the word out? ...