Northwestern University

Popular Twitter ‘influencers’ have little influence: study

The word ‘influencer’ is thrown around a lot today but when you get
right down to it, there’s still a lot of debate about influence online
and who influencers are. Can marketers harness influence through social
media to further their campaigns? Can marketers even identify
influencers?

While these are very valid questions, many simply make assumptions
about what influence is and who has it. But according to a study that
looked at the tweets from well-known Twitter celebrities who are often
classified as influencers, these assumptions might very well be wrong.