Create a buzz around your business through influence marketing: interview with Mark W. Schaefer, author of Return on Influence

Purpose – The purpose of this article is to provide an interview with Mark W. Schaefer Design/methodology/approach – The paper provides an interview with Mark W. Schaefer, author of Return on Influence . Findings – Mark W. Schaefer is a shining example of what can be achieved through the social web. While he is a marketing consultant of some renown with over 30 years experience, he has also grown a business, been invited to speak at numerous conferences, and attained a lecturing position at Rutgers University, all as a result of his social media activity. He was recently named amongst Forbes magazine's “Power 50” social media influencers, and his blog “{grow}” was ranked in the Power 150 by AdAge magazine. He has written two books on the subject: the first, entitled The Tao of Twitter , offers practical examples of how you can develop a successful Twitter strategy. His most recent book, Return on Influence , looks at the rise of influence marketing, and how companies are attempting to leverage relationships with these celebrities of the social web in order to create brand buzz. Originality/value – The interview discusses the implications of influencer marketing, on offers tips on how companies can incorporate this into their social media strategy.