How influence works
Ed KellerKeller Fay
It is a myth that social media is the best way to influence consumers. Most influencers are big readers of print and online publications and are socially well connected in the real world.
What is the state of the art today for identifying and marketing to consumers who have the most influence in the marketplace? Has the advent of enormous online social networks, like Twitter and Facebook, re-written the manual for influencer marketing? The answer – an emphatic 'no' – may come as a surprise to you.
Huge changes have washed over...