The biggest challenge ahead for influencer marketing is the way we think about and categorize influencers. If we do not change from prescribing strategies that are limited to Instagrammers and YouTubers with large audiences, the practice and category will be washed away as a fad and the practice will be folded back into social media or PR or some other discipline. "Influencers" is the wrong way to view our target partners. "People with influence" is the right way. Rick Alcantara will interview Jason Falls, veteran public relations professional, digital marketing thought leader and author of Winfluence - Reframing Influencer Marketing ot Ignite Your Brand to shed light on the problem, investigate this reframing and find solutions that business communicators can use to make influence a broader part of their success.