4/18/2012

Conventional wisdom says brands should target social promotions at their most influential customers and advocates -- but influence often is misunderstood, writes Lee Odden. Simply being popular doesn't make you influential, so brands might be better off targeting "niche influencers" with smaller, better developed social networks, Odden writes. "Rather [than] just going after the big fish, target those that have closer, more intimate and meaningful connections," he writes.

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