“4.6 million Americans create web content on any given day, but not all online contributors are equal,” notes CEO Pierre- Loïc Assayag. “Online influencers are affecting buying decisions at a growing pace – and Traackr is on the frontlines helping businesses make the transition from “paid” to “earned” media.”

Traackr uses a proprietary approach to collect large quantities of data on the social web and identify the most influential individuals in their community or market segment. Focused parameters can be set by clients to help them measure reach, buzz and relevance, and create a complete picture of their micro-market. Traackr’s products and services include Online Influencer Reports, Influencer Tracking and Updates, Engagement Strategies and Campaign Performance Reports.

“Traackr’s new services will let professional marketers reach motivated audiences across all social media platforms via the opinions of the appropriate influencers in those markets. Our clients have experienced immediate results using directly actionable information we provide,” concludes Mr. Assayag.

It’s a must read for any PR or marketer professional out there.

Marchese very clearly articulates the transition we’re in, moving from “bought media” (aka. ad placement) to “earned media.”  This is an era where online viewership and buzz on a brand’s new product or promotional campaign is achieved not through brute force advertising but rather through getting picked up by online communities.

He also shows how much of an open field this new market still is – and that it has yet to be claimed by the fastest and smartest communication agencies.  Each agency brings its own set of advantages and challenges to lead the transition.

TRAACKR’s experience to-date working with communication professionals shows 2 leading contenders to drive the change:

1- Tech savvy PR agencies who are learning to expand their process and reach beyond traditional media to influential bloggers (also v- and micro-bloggers).

2- New age creative agencies committed to renouncing 6 or 7 figure mass-media creative work in favor of small high impact initiatives with a strong social media component.

For most communication professionals out there, Social Media is still a niche opportunity representing a tiny portion of their budget.  Maybe the most important take away from Marchese’s article is the fact that this niche will inevitably represent all media soon. Still not convinced?  Have you searched for a restaurant on Google Maps or a book on Amazon?  What drives your decision? Ratings? Reviews? This is “earned” media: products and services with higher ratings and better reviews emerge on top.

Brands, products, and services are already being widely discussed online and people’s opinions impact business much more than any ad.

This shift represents a tremendous opportunity for marketers willing to take risks and experiment-  and a terrible threat for those who aren’t.

Read Joe’s article, then get your feet wet with social media.