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Opinions expressed by Entrepreneur contributors are their own.
Influence is not a static quality. It’s a status one has to earn, then maintain. That, as much as any fact, underlines the importance for a business to pay close attention to the influencers it uses for marketing efforts.
Case in point: In 2012, I became somewhat familiar to Entrepreneur readers. In the wake of my first book (No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing, Que 2011), the magazine engaged me to speak at several events it hosted and allowed me to contribute some social media how-to content here.
By 2015, my book was old news and I sold my popular social media blog and agency to my business partner. My career journey took me to a senior position at online retailer CafePress and away from time spent being a marketing influencer.
As I started the process of writing a new book in the fall of 2019, the reality of the fluctuations in the quality of influence smacked me between the eyes. I