FACTOR IN THE INFLUENCERS.
In addition to competitors and customers, it’s helpful to consider
the social media activity of other inﬂuencers. The most inﬂuential
social media players are generally writers and publishers. Which websites,
bloggers, and authors have authority in your industry? You might discover
some are active with video and podcasting as well.
The experts in your ﬁeld are likely to have established audiences, which
should help you make smart choices—and provide good examples of how
to interact in various media.