How to use ‘super-influencers’

Sometimes we come across super-influencers. We define these people as having a high and broad level of influence across a wide variety of decision types. Most often, upper-influencers hold the most senior positions in business and government. Think Davos or TED, and you’re close to defining a commuity of super-influencers.

The problem with super-influencers is that they are too high-level and too hard to reach that, unless you are trying to influence other super-influencers, the effort required to engage with them is disproportionate to the likely benefits. The entry price for a corporate executive to Davos is something like $250,000 and even then there’s no guarantee of sitting next to the person you really want to meet.

The truth is, most decisions affecting your corporate health are made in a much more mundane, but reachable, community. Which is why most influencers on an Influencer50 list are grounded in practical, though deep, influence on decision makers.

Still, when a super-influencer drops in your lap, you should feel obliged to use them well. So the next time your CEO announces a visit, what should you do?

Super-influencers are so-called because they influencer other influencers. So get your super-influencer in front of as many other influencers as possible. Attract other super-influencers and make an occasion of it. Get influencers talking to each other. Why? Because influencers get a lot of their influence from networking with other influencers. Make this happen, be seen as the facilitator, and your influencers will thank you for it.