As increasingly more brands turn to online influencers to drive word-of-mouth marketing, it's important to understand that the best influencers aren't necessarily people with the most social media followers, Matt Hixson writes. The context of the relationship an influencer has to someone else is important, and true influence is built on trust. "Influencers are those people who when they speak their messages travel via word of mouth at scale," Hixson writes.

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