How to achieve influence: From hype to hope through science
Sinan AralNYU Stern School of Business
Social influence marketing needs to adopt a more rigorous approach to strategy and execution if it is to deliver a measurable return on investment.
There's a lot of hype around social influence marketing today. The pitch is typically wrapped in the sweetest jargon: 'earned media', 'bottom-up branding', 'inbound marketing', and 'organic referrals', that are provided by enthusiastic 'influencers', who already love your brand. All we need to do is find them, target them and motivate them to spread the gospel.
It sounds great....