Influencer marketing is less about marketing to influencers and more about marketing "through" influencers. As influential fans create and share branded content, you are able to reach their extensive networks of friends and followers.

Sheraton Hotels recently celebrated their Social Toast Around The World with a mobile/desktop hub telling the story of a happy-hour-toast "wave" across their global hotels. The FeedMagnet platform has been used to enhance more than one social shindig for big brands over the years – not just for fun.