The “2015 Local Search” survey conducted by Thrive Analytics, found all users (30%) when searching for a local business, product, or service would consult Ratings and Review sites. Looking at the results by age showed 36% of 18 to 29 year-olds, 35% of 30 to 43, 28% of 44 to 53, and 17% of respondents 54 and older consult ratings and reviews. One way brands and companies are tapping into ratings and reviews is connecting with online influencers to drive engagement and awareness. The biggest challenge is identifying the right influencer for the right product or service. In May 2015, Schlesinger Associates for Augure conducted a study that found seventy-five percent of respondents struggle to get influencer’s attention and to measure efforts. The main response for engaging with influencers was brands themselves providing exclusive content (67%) and product launch information (59%) as tactics for effectively engaging with influencers. Brands using influencers view their efforts as very successful (81%), which signals further growth in identifying and promoting influencers as well as investing in developing relevant content to support social marketing efforts.