How to achieve influence: Push-you-pull-me
Mark EarlsHERD Consultancy
Behavioural science shows that social influence is more about 'pulling' by copying others than by 'pushing' through advocacy.
Few subjects in marketing are now as popular as social influence: from a minority interest a decade ago, it has become central to marketers' concerns. Indeed, for many marketers, social influence is now central to their communication plans; for many agencies, social is now bread-and-butter.
However, many of the ideas about social influence and how it works, which are embedded in what marketers do, will strike anyone from outside the marketing bubble as...