THE WOMMA GUIDE TO INFLUENCER MARKETING (2017 edition)

The first edition of this guide was created by the Word of Mouth Marketing Association (WOMMA) in 2013 as an educational resource for marketers to better understand the mechanics and metrics of influencer marketing.

This updated guide is intended to offer new insights into current industry standards and best practices, but it should not be considered a definitive statement on the ‘single right way’ to measure and conduct influencer marketing programs.

Standards develop in industries over many years of productive debate, refinement and case studies. Additionally, academic research exists and continues to develop that further clarifies the importance of influencers, their effectiveness in achieving outcomes and the attributes and characteristics of individuals or groups suited to achieving those outcomes, as well as how one would best measure the potential to influence and the actions taken by influencees.

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