and Ethical Relationship Building

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influencer

/ˈinflo͝oənsər/

someone who has the power to affect the purchasing decisions of others because of their authority, knowledge, position, or relationship with their audience.

Influencers typically have a distinct niche with which they actively engage, and they utilize social media platforms to maintain and grow their follower base, thereby enhancing their influence and ability to reach broader audiences for marketing and strategic communication purposes​.

as defined by “Social Media for Strategic Communication: Creative Strategies and Research-Based Applications" by Karen Freberg

Types of Influencers

  1. Mega-Influencers: These are individuals with a vast number of followers, typically over a million. They often include celebrities and public figures who have a broad reach but may have lower engagement rates.

  2. Macro-Influencers: These influencers have a substantial following, usually between 100,000 to 1 million followers. They often are industry experts, thought leaders, or successful bloggers who can reach a wide audience but are more accessible than mega-influencers.

  3. Micro-Influencers: With followers ranging from 1,000 to 100,000, micro-influencers have a more niche audience. They usually have higher engagement rates and more personal interactions with their followers, making them effective for targeted marketing.

  4. Nano-Influencers: These influencers have fewer than 1,000 followers but often have a very engaged and loyal audience. They are typically everyday consumers who are passionate about specific topics and can influence their immediate social circles effectively.

What makes an Influencer

Influencers maintain a distinct niche and actively engage with their followers on social media platforms. Their value lies in their authentic connections and the trust they build with their audience, making them essential for brands seeking to enhance visibility and credibility through targeted and effective communication strategies​.

An Influencer’s Role

Influencers play a vital role in public relations and digital media management. They act as intermediaries between brands and their target audiences, leveraging their credibility and reach to amplify messages and enhance brand awareness. Influencers help shape public perception, create authentic connections, and drive engagement, making them essential for strategic communication. Their role includes content creation, audience engagement, and fostering trust, which are critical components in managing a brand's online presence and reputation effectively.

Value + Importance

Karen Freberg states in her textbook that influencers are described as carrying significant value due to their ability to shape consumer behavior and perceptions through their established authority and relationships with their followers. They are crucial in today’s society because they bridge the gap between brands and consumers, fostering trust and authenticity. Influencers play a pivotal role in marketing strategies by enhancing brand visibility, credibility, and engagement, making them indispensable in the digital marketing landscape.

Who is Priscilla Shirer and How Did She Get Started?

Priscilla Shirer is a renowned Christian speaker, author, and actress. She is the daughter of Tony Evans, a well-known pastor and speaker, which gave her early exposure to Christian ministry.

Priscilla began her career in the ministry after completing her Master's degree in Biblical Studies from Dallas Theological Seminary. She initially started speaking at women’s conferences and events, and her dynamic speaking style quickly gained attention.

What Led to Her Rise as an Influencer?

Priscilla Shirer’s rise as an influencer can be attributed to her compelling communication skills, relatable teachings, and deep theological insights. Her breakout moment came with the release of her Bible study series, which were widely accepted in churches and women's groups across the country. Additionally, her role in the Christian film "War Room" significantly increased her visibility and influence. Her books, such as "Fervent" and "The Armor of God," became bestsellers, further establishing her as a leading voice in Christian circles.

How Does She Use Her Platforms to Engage Her Audience?

Priscilla Shirer uses various platforms, including Instagram, Facebook, and YouTube, to engage with her audience. On Instagram, she shares personal reflections, biblical teachings, and updates on her ministry activities. She also conducts live sessions and Q&A segments, allowing for interactive engagement. Through her posts and stories, she provides encouragement and spiritual insights, creating a sense of community among her followers. Her YouTube channel features sermons, Bible study sessions, and motivational talks, extending her reach beyond traditional speaking engagements​.

How and Why Does an Influencer Earn Money?

Influencers like Priscilla Shirer earn money through various streams, including book sales, speaking engagements, and online content. As an established author, her books are sold through major retailers and online platforms, generating substantial revenue. Speaking engagements at conferences, churches, and events provide another significant income source. Additionally, monetization of online content through her YouTube channel “Going Beyond Ministries” ad revenue and sponsored content also contribute to her earnings. Influencers earn money primarily because they provide valuable content that resonates with their audience, and their platforms offer an effective way for brands and publishers to reach targeted demographics​.

ethical dynamics

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Influencers operate within a nuanced ethical framework. While formal rules vary, ethical guidelines encompass transparency in sponsored content, authenticity in engagement, and respect for audience trust. Disclosure of partnerships and adherence to advertising regulations are key. Despite no universal mandates, influencers often follow industry standards and platforms' terms of service. Ethical considerations extend to content creation, avoiding misinformation, and safeguarding against exploitation. Ultimately, influencers navigate a dynamic landscape where integrity and accountability are paramount, shaping their relationships with both brands and followers.

Do influencers have to play by specific rules?

Influencers cultivate trust through authenticity, transparency, and consistency. By sharing genuine experiences, engaging with followers authentically, and disclosing partnerships openly, they foster credibility. Consistent delivery of valuable content aligned with their brand message reinforces trust over time. Engaging with their audience actively, responding to comments, and addressing concerns contribute to building a loyal community. Trust also stems from maintaining ethical standards, such as avoiding deceptive practices or promoting harmful products. Ultimately, influencers earn trust by prioritizing integrity in their interactions, establishing themselves as reliable sources of information and inspiration within their niche.

How does an influencer build trust?

Ethical dynamics in social media, viewed through a Christian lens, underscore the importance of biblical principles. Honesty (Proverbs 12:22), integrity (Proverbs 10:9), and humility (Philippians 2:3) guide influencers' conduct. Upholding truthfulness in content, respecting the dignity of all individuals, and avoiding deceitful practices align with Christian values. Ethical responsibility extends to stewardship of influence, using platforms to promote positivity and upliftment rather than exploitation or division. Influencers are called to reflect Christ's love and serve as ethical role models, prioritizing servant leadership over self-promotion. By adhering to biblical principles, influencers can navigate social media ethically, fostering trust, authenticity, and meaningful connections with their audience.

What Biblical principles are important for an influencer?

by Lorelei Conover for PREL 420 and Professor Velasco | Biola University

References
Authenticity And Transparency In Influencer Partnerships. (n.d.). FasterCapital. https://fastercapital.com/topics/authenticity-and-transparency-in-influencer-partnerships.html
Bost, K. (2023, October 18). What is Influencer Marketing. True North Social. https://truenorthsocial.com/social-media-management/what-is-influencer-marketing/
Cone, C. (2020, May 20). Biblical Principles for Social Media. Drcone.com. https://drcone.com/2020/05/20/biblical-principles-for-social-media/
Freberg, K. (2021). Social Media for Strategic Communication. SAGE Publications.
Get to Know Priscilla. (2016). Going beyond Ministries. https://www.goingbeyond.com/ministry/biography/
IZEA. (2022, November 21). Christian Influencers Sharing Their Faith. IZEA. https://izea.com/resources/christian-influencers/
Lifeway, E. @. (2019, August 26). MARKED | Priscilla Shirer Podcast. Lifeway Women. https://women.lifeway.com/2019/08/26/marked-priscilla-shirer/
Meet Bible Teacher Priscilla Shirer | Lifeway. (n.d.). Www.lifeway.com. Retrieved June 1, 2024, from https://www.lifeway.com/en/articles/speak-priscilla-shirer
The Holy Bible : ESV : English Standard Version containing the Old and New Testaments : outreach Bible. (2007). Crossway Bibles.
Victory in Ministry and Motherhood :: Priscilla Shirer [Ep 229] | Heather MacFadyen. (n.d.). https://heathermacfadyen.com/2019/01/07/victory-in-ministry-and-motherhood-priscilla-shirer-ep-229/
Wellman, Mariah & Stoldt, Ryan & Tully, Melissa & Ekdale, Brian. (2020). Ethics of Authenticity: Social Media Influencers and the Production of Sponsored Content. 35. 68-82. 10.1080/23736992.2020.1736078.