What Makes Someone an “Influencer”?

Two things: Social capital and social power.

Photo by Mateus Campos Felipe on Unsplash

I hate the word “influencer.”

Don’t you? Social media has ruined that word. Nowadays, “influencer” just means a human billboard, but it used to mean something more. As the word suggests, an “influencer” is someone who “influences” — not just to sell products, but also to guide and inspire others.

But what makes someone an influencer? There are two things.

Social Capital

The first is “social capital,” which political scientist Robert Putnam defines as:

“The collective value of all social networks and the inclinations that arise from these networks to do things for each other.”

In contrast with “human capital,” which refers to our value as individuals, “social capital” refers to the value in our relationships.

This could be achieved through:

• Interpersonal relationships — trust, cooperation, and reciprocity
• A shared sense of identity, norms, and values
• A common understanding or worldview