Sway

About Barbara

Barbara French is an expert on the experts. Through her company, Tekrati, she helps over one hundred fifty thousand people each year connect with the experts and knowledge they need to achieve their business objectives. She publishes 3 directories, 2 news services and the popular influencer marketing blog, “Sway”. Barbara consults on influencer marketing and advises on industry analyst programs. She’s worked on client engagements with such notables as IBM, Microsoft, Orange Business Services and Salesforce.com and is a trusted advisor to top ranked tech influencers and agencies.

Note: This is Barbara’s personal blog. The comments published on this site, by Barbara and others, do not necessarily represent any client or employer positions, strategies, or opinions.

About “Sway”
What is influencer marketing? Why invest in influencer relations? Right now, it seems there’s little agreement on who the most important influencers are, what influence is and how best to engage with influencers and measure the results. This blog explores influencer marketing — including the who, what, why and how of influencer identification, influencer engagement and influencer marketing program management. The focus is on updating and remixing existing elements of marketing for greater impact on customer decisions. Expect to find a particular emphasis on marketing strategy and organization, marketing tools and services, and discussions around how to shift from where we are — traditional analyst relations, press relations, blogger relations, partner relations, industry relations and so on — to more holistic influencer relations.

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