Look who's talking: Understanding social influence online
Jason Mander
Searching for the social influencer
Social commentators have long argued that "influencers" exist and that, if effectively identified and mobilised, they can reap mighty rewards for brands. Perhaps one of the most well-known advocates of this model – Malcolm Gladwell in The Tipping Point – championed the existence of such "super consumers" when Facebook was but a twinkle in Mark Zuckerberg's eye and when the concept of a tweet or hashtag would have elicited utter bewilderment. We all knew the potential power of a word-of-mouth endorsement, of course, but how influential...