How to achieve influence: Push-you-pull-me
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 a little odd. Some of these ideas seem to have their roots in old TV advertising models, others seem based in a rather rough and ready anthropology of human social structures, and others again are more marketing wish-fulfilment than anything else.