You may or may not have heard of some recent developments in the promotion world. If you haven’t, great, let me be the first to tell you. If you have, my update is better.
Back in the 1940s, a sociologist named Paul Lazerfield introduced the psychology behind the efficacy of influencers with his theory called “two-step flow of communication,” finding that ideas flow from mass media to “opinion leaders” who distill and pass along information to “opinion followers” with more limited knowledge. Today, this two-step “flow” of communication has become a deluge. As a result, the FTC and social media sites are taking pains to corral it.
Instagram posted in June a “Why Transparency Matters” blog introducing its upcoming “Paid partnership with” tag for posts and stories. Is it required? We don’t know. Instagram promises to release an official policy on enforcement “in the upcoming months.” (more…)