An influencer is someone who impacts your brand in a positive way by acting as an advertising engine with message dissemination to audiences that may be unreachable to their business otherwise. Detractors are individuals that methodically campaign for business failure oftentimes through drastic, pervasive messaging on social media. These individuals or entities place a negative spin on your services or products to detract from any positive aspects of your business.
Certain companies have implemented digital ambassador programs that strategically create positive messages about an organization and send those messages to select influencers to share on their platforms. This is a great way to take advantage of those who advocate for your company through social media.