Governments need to use social media influencers as part of their communications strategy

A social media influencer has established credibility with a large audience within their platform. Their followers turn to them for their expertise and their ability to ‘influence.’

Using a social media influencer is no different than paid advertising on traditional media using paid actors to disseminate a message, with the key exception that a social media influencer allows the advertiser to reach a targeted audience, writes Jennifer Stewart. Pexels photograph by Ivan Samkov

Opinion

BY JENNIFER STEWART

April 13, 2022

Recent news that the federal government had spent more than $600,000 on social media influencers to promote federal initiatives, including promotion of the COVID-19 vaccine, left some critics questioning why the government chose this route and if it was the best way to spend taxpayer dollars. A bett...

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