Step 5: Recruit those influencers with interests relevant to the campaign to talk about the com- pany’s product or service. Once a company has identified influential users who are particularly interested in the company’s product or service category, the next step is to enlist those influencers in the company’s social media campaign or campaigns to spread positive WOM. This can be achieved by developing interactive online content and designing ways in which influencers can promote positive WOM that can be tracked and measured, such as through online games.
