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In the past week, I’ve felt the power of the influence shifting in the social business marketplace. It seems that most brands have figured out that it’s more authentic, genuine, and real to partner with an influencer than to run more social media advertising. I’ve literally had 4 different brands reach out to partner on Twitter & Instagram with content, and they want me to feel rewarded for sharing their awesome content. It’s a new strategy to really deliver to the social media audiences based on the niche of the influencer. Also a term you might start to hear more is “micro-celebrity”, these are folks that have a following that is smaller than 100K on any platform. We all want to partner with Taylor Swift but to keep it real, not many brands can afford the endorsement with such a superstar. So the alternative is to work with 5-10 micro-celebrities that are all focused in a niche that serve your CUSTOMERS!