--- title: Social influence and your communications program description: Social influence and your communications program image: https://www.bluechipcommunication.com.au/hs-fs/file-3774653565-jpg/blog-files/shutterstock_280260356lpw.jpg --- [![Bluechip_Logo](https://cdn2.hubspot.net/hubfs/325503/Bluechip%20Assets/Images/Bluechip_Logo.svg "Bluechip_Logo")](https://www.bluechipcommunication.com.au/) ![Search-9](https://www.bluechipcommunication.com.au/hubfs/BlueChip%20website/Bluechip%20Assets/Images/Search-9.svg "Search-9") ![Close Icon (3)-1](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/Close%20Icon%20(3)-1.svg "Close Icon (3)-1") This is a search field with an auto-suggest feature attached. - There are no suggestions because the search field is empty. ** ![Close Icon (3)](https://cdn2.hubspot.net/hubfs/325503/Bluechip%20Assets/Images/Close%20Icon%20(3).svg "Close Icon (3)") ##### Knowledge Shared # Insights ##### All Articles ![](https://www.bluechipcommunication.com.au/hubfs/BlueChip%20website/Bluechip%20Assets/Images/down-filled-triangular-arrow.png) - [Financial Services (168)](https://www.bluechipcommunication.com.au/blog/topic/financial-services) - [Public Relations (133)](https://www.bluechipcommunication.com.au/blog/topic/public-relations) - [Marketing (111)](https://www.bluechipcommunication.com.au/blog/topic/marketing) - [Social Media (101)](https://www.bluechipcommunication.com.au/blog/topic/social-media) - [Integrated Marketing (87)](https://www.bluechipcommunication.com.au/blog/topic/integrated-marketing) - [Reputation Management (79)](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) - [Crisis Management (61)](https://www.bluechipcommunication.com.au/blog/topic/crisis-management) - [Growth (46)](https://www.bluechipcommunication.com.au/blog/topic/growth) - [Profile (41)](https://www.bluechipcommunication.com.au/blog/topic/profile) - [COVID-19 (40)](https://www.bluechipcommunication.com.au/blog/topic/covid-19) - [Protect (14)](https://www.bluechipcommunication.com.au/blog/topic/protect) - [BC Team (9)](https://www.bluechipcommunication.com.au/blog/topic/bc-team) - [Blog (7)](https://www.bluechipcommunication.com.au/blog/topic/blog) - [Leadership communication (6)](https://www.bluechipcommunication.com.au/blog/topic/leadership-communication) - [Cyber Security (3)](https://www.bluechipcommunication.com.au/blog/topic/cyber-security) - [Client In The News (2)](https://www.bluechipcommunication.com.au/blog/topic/client-in-the-news) [Client In The News](https://www.bluechipcommunication.com.au/blog/topic/client-in-the-news) ### [Melos Sulicich shares SME success tips on Money News’ “Let’s Talk Business”](https://www.bluechipcommunication.com.au/blog/melos-sulicich-shares-sme-success-tips-on-money-news-lets-talk-business) Melos Sulicich, CEO of Bank of Sydney was interviewed by 2GB’s Money News "Let's Talk Business" segment with Scott Haywood. He shared tips for family-run businesses to make sure ev... [Client In The News](https://www.bluechipcommunication.com.au/blog/topic/client-in-the-news) ### [Target hostile countries, not us, drug giant CSL tells Trump](https://www.bluechipcommunication.com.au/blog/target-hostile-countries-not-us-drug-giant-csl-tells-trump) This is an extract from an article written by Michael Smith and Jessica Gardner in The Australian Financial Review. Published on the 10th July 2025. “It is weighing on the share pr... - ##### [Social Media](https://www.bluechipcommunication.com.au/blog/topic/social-media) - ##### [Marketing](https://www.bluechipcommunication.com.au/blog/topic/marketing) ## [Social influence and your communications program](https://www.bluechipcommunication.com.au/blog/social-influence-and-your-communications-program/) ###### By The BlueChip Team ###### 05 Nov 2015 [Social Media](https://www.bluechipcommunication.com.au/blog/topic/social-media) [Financial Services](https://www.bluechipcommunication.com.au/blog/topic/financial-services) [Growth](https://www.bluechipcommunication.com.au/blog/topic/growth) ##### [Reaching High Net Worth Individuals Through Social Media Marketing in 2025](https://www.bluechipcommunication.com.au/blog/how-target-high-net-worth-individuals-social-media) [Public Relations](https://www.bluechipcommunication.com.au/blog/topic/public-relations) [Reputation Management](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) [Crisis Management](https://www.bluechipcommunication.com.au/blog/topic/crisis-management) ##### [The Science of Crisis Communication: Proactive and Reactive Strategies](https://www.bluechipcommunication.com.au/blog/proactive-and-reactive-crisis-communication-strategies) [Profile](https://www.bluechipcommunication.com.au/blog/topic/profile) ##### [Affluence. Effluence. Influence. Do you know the difference?](https://www.bluechipcommunication.com.au/blog/affluence-effluence-influence-do-you-know-the-difference/) [Public Relations](https://www.bluechipcommunication.com.au/blog/topic/public-relations) [Reputation Management](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) [Crisis Management](https://www.bluechipcommunication.com.au/blog/topic/crisis-management) ##### [Introduction to Crisis Communication](https://www.bluechipcommunication.com.au/blog/introduction-to-crisis-communication) # Insights. [Back to all articles](https://www.bluechipcommunication.com.au/blog) - Share - [![](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/facebook.svg) ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.bluechipcommunication.com.au%2Fblog%2Fsocial-influence-and-your-communications-program%2F) - [![](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/linked%20in.svg) ](http://www.linkedin.com/shareArticle?mini=true&url=https://www.bluechipcommunication.com.au/blog/social-influence-and-your-communications-program/) - [![](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/twitter-1.svg) ](https://www.twitter.com/share?url=https%3A%2F%2Fwww.bluechipcommunication.com.au%2Fblog%2Fsocial-influence-and-your-communications-program%2F) [![shutterstock_280260356Lpw](https://www.bluechipcommunication.com.au/hs-fs/file-3774653565-jpg/blog-files/shutterstock_280260356lpw.jpg?width=1024&name=shutterstock_280260356lpw.jpg)](https://www.bluechipcommunication.com.au/hs-fs/file-3774653565-jpg/blog-files/shutterstock_280260356lpw.jpg) Media is no longer necessarily the most powerful nor the most effective channel for brands to influence or communicate with their audiences. In reality, the scales of power and influence have shifted toward your clients and prospects as they take advantage of social media platforms to voice their fears, concerns and praise for brands. In a digital universe saturated with the voices of the people, those with social influence – individuals or groups who can cause behavioral change (intentionally or unintentionally) – are becoming increasingly important for brands to engage with in order to reach a greater audience with relevant messages that may resonate with them. In fact, we recently practiced what we preached with a piece of [content](http://content.bluechipcommunication.com.au/fintech-in-australia) we developed and an influencer with a significant social media following. As the chart shows, we were able to spike downloads of our content (the content was gated so each download produced a lead in our database) through our own networks by 1.79 times when we asked an industry influencer to share with his network. That’s 133% new leads we would not have without the sway of the influencer. [![FintechNew2](https://www.bluechipcommunication.com.au/hs-fs/file-3774653575-jpg/blog-files/fintechnew2-1024x688.jpg?width=640&height=430&name=fintechnew2-1024x688.jpg)](https://www.bluechipcommunication.com.au/hs-fs/file-3774653575-jpg/blog-files/fintechnew2-1024x688.jpg) Here are a few additional facts on why social influence can be powerful tools for to improve positive perceptions on brands: - [Research](http://offers.hubspot.com/guide-influencer-marketing) shows that a mere 3% of influential individuals generate 90% of impact online - [74% of consumers](http://www.adweek.com/socialtimes/social-business-trends-2014/498129) rely on social media to influence their purchasing decisions - [81% of consumers](http://www.adweek.com/socialtimes/social-business-trends-2014/498129) are influenced by their friends’ posts on social media when making purchasing decisions - [71% of consumers](http://www.adweek.com/socialtimes/social-business-trends-2014/498129) that receive a quick brand response on social media are likely to recommend that brand to others The challenge for communication consultants is how to identify and build relationships with influencers to achieve reach, relevance and resonance. Here’s how: Step 1. Embrace an integrated communications approach [(that’s owned, earned and paid media)](https://www.bluechipcommunication.com.au/from-old-world-to-new-step-one-in-making-content-marketing-work-for-your-business/) Step 2. Develop an influencer marketing strategy using the following steps: a. Identify the topics you want your brand to be known for b. Identify the right influencers for your brand based on content quality, alignment of values to your brand, reach (here’s a [great list of tools to identify influencers](http://www.seerinteractive.com/blog/giant-list-free-influencer-marketing-pr-tools/)) c. Build relationships with your target influencers with relevant content, incentives, open communication and share feedback. Remember to give first, ask second Step 3. Produce killer content and marry it to your influencer marketing so you can segment your audience based on specific criteria. Step 4. Use metrics to assess whether you need to refine your approach. You may want to consider measuring increases in online brand mentions, engagement, followers, leads or whatever is important to your business. Partnering with influencers can be beneficial for your brand because they have the power to increase your brand’s reach, drive brand perceptions and stimulate purchasing decisions.   ### SIGN UP FOR WEEKLY INSIGHTS First Name Last Name Email   *You can also download our six-step guide to content marketing for financial services here: * [![DOWNLOAD OUR GUIDE NOW](https://hubspot-no-cache-ap1-prod.s3.amazonaws.com/cta/default/537730/21d870ee-766d-44c7-8ba4-ad64adc38df8.png)](https://hubspot-cta-redirect-ap1-prod.s3.amazonaws.com/cta/redirect/537730/21d870ee-766d-44c7-8ba4-ad64adc38df8) [![New call-to-action](https://hubspot-no-cache-ap1-prod.s3.amazonaws.com/cta/default/537730/431002e3-250a-4808-8e24-851fccc589ac.png)](https://hubspot-cta-redirect-ap1-prod.s3.amazonaws.com/cta/redirect/537730/431002e3-250a-4808-8e24-851fccc589ac) [![how to drive your fame agenda](https://hubspot-no-cache-ap1-prod.s3.amazonaws.com/cta/default/537730/353fa2e0-53b3-407b-b7b3-d03aa771c86d.png)](https://hubspot-cta-redirect-ap1-prod.s3.amazonaws.com/cta/redirect/537730/353fa2e0-53b3-407b-b7b3-d03aa771c86d) ## Related Posts [Social Media](https://www.bluechipcommunication.com.au/blog/topic/social-media) [Financial Services](https://www.bluechipcommunication.com.au/blog/topic/financial-services) [Growth](https://www.bluechipcommunication.com.au/blog/topic/growth) ###### 07 August 2024 #### [Democrat or Demobrat? How meme-driven Gen Z marketing reached US politics and why it works](https://www.bluechipcommunication.com.au/blog/demobrat-is-gen-z-marketing) [Social Media](https://www.bluechipcommunication.com.au/blog/topic/social-media) [Financial Services](https://www.bluechipcommunication.com.au/blog/topic/financial-services) [Growth](https://www.bluechipcommunication.com.au/blog/topic/growth) ###### 25 June 2024 #### [Reaching High Net Worth Individuals Through Social Media Marketing in 2025](https://www.bluechipcommunication.com.au/blog/how-target-high-net-worth-individuals-social-media) [Social Media](https://www.bluechipcommunication.com.au/blog/topic/social-media) [Financial Services](https://www.bluechipcommunication.com.au/blog/topic/financial-services) [Growth](https://www.bluechipcommunication.com.au/blog/topic/growth) ###### 19 June 2024 #### [The Dual Edge of Apple's AI Sword: Innovation and Implications](https://www.bluechipcommunication.com.au/blog/apple-intelligence-ai) [Social Media](https://www.bluechipcommunication.com.au/blog/topic/social-media) [Reputation Management](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) [Profile](https://www.bluechipcommunication.com.au/blog/topic/profile) ###### 18 July 2022 #### [The price of your (and my) human rights might be more human responsibility](https://www.bluechipcommunication.com.au/blog/the-price-of-your-and-my-human-rights-might-be-more-human-responsibility) [Social Media](https://www.bluechipcommunication.com.au/blog/topic/social-media) [Reputation Management](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) [Profile](https://www.bluechipcommunication.com.au/blog/topic/profile) ###### 20 June 2022 #### [Media bias and you, whether you're 15 or 50, Amber Heard or AlboPM](https://www.bluechipcommunication.com.au/blog/media-bias-and-you-whether-youre-15-or-50-amber-heard-or-albopm) [Social Media](https://www.bluechipcommunication.com.au/blog/topic/social-media) [Reputation Management](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) [Profile](https://www.bluechipcommunication.com.au/blog/topic/profile) ###### 20 May 2022 #### [The election war of memes is no laughing matter](https://www.bluechipcommunication.com.au/blog/the-election-war-of-memes-is-no-laughing-matter) ## Stay up to date ### Marketing insights you’ll want to read. 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