Três passos para atrair jovens influenciadores (por Eric Druckenmiller)1. Genuineness.A sense of authenticity is why influencers gravitate towards certain social networking destinations. As a marketer, the No. 1 rule of engagement in these spaces is then to remain genuine with messaging and content. This means providing influencers with the opportunity to become informed (exclusive content, behind the scenes, background information, et cetera) on their terms. Pure tune-in or release date messaging won't cut it. An authentic conversation starts with getting to know who "you" are and what you are about. 2. Utility.Similarly, once influencers are empowered with information, they need the tools to express it and share with others. Widgets, customized profiles, one-click blog/profile posting and the like are just some of the current manifestations. Besides creating new tools, marketers can also work within social networking destinations to enhance or underwrite existing utilities-- such as enabling the upload of additional pictures, video, songs or friends. Providing this opt-in and / or enhanced utility can help propagate not only good will but priceless positive chatter and awareness.3. Subtlety (leia sutileza).No marketers -- particularly in entertainment -- want to hear that a big ticket opportunity on a social networking site involves ...