TOO much has been made of the effectiveness of influencers these days.
Influencers are people who have a substantial reach and following on social media platforms, and can shape the opinions and behaviour of others. But their effectiveness is limited.
Government agencies were big users of influencers at one point, but they have come to realise that social media is fraught with shenanigans, and lacks authenticity, with "likes" that can be bought, and now, there is the added risk of influencers turning out to be loose cannon, like in the recent Singtel case ("Singtel chief says sorry to rival telcos for smear campaign"; yesterday).
Anand A. Vathiyar
Influencers are people who have a substantial reach and following on social media platforms, and can shape the opinions and behaviour of others. But their effectiveness is limited.
Government agencies were big users of influencers at one point, but they have come to realise that social media is fraught with shenanigans, and lacks authenticity, with "likes" that can be bought, and now, there is the added risk of influencers turning out to be loose cannon, like in the recent Singtel case ("Singtel chief says sorry to rival telcos for smear campaign"; yesterday).
Anand A. Vathiyar
