Post by account_disabled on Feb 25, 2024 10:33:28 GMT
Rereading this old article, written over 5 years ago, I realized that its content is still very current and I therefore want to propose it here almost in its entirety, with just a few opening reflections related to the current debate on Influencer Marketing and its real effectiveness in determining the “permanent” diffusion of an idea or message. In reality, the so-called influencers greatly help information (as well as valuable content or even a product) to expand and circulate more quickly, but this does not guarantee a "radical" and "lasting" diffusion of the idea that you want to promote and above all it acts in a very superficial way on people's habits and behaviors (purchasing behavior or social behavior).
Paul Adams, one of the most important Chinese Student Phone Number List great-thinkers of the social web, author of Grouped: How Small Groups of Friends Are the Key to Influence on the Social Web, had already intuited this many years ago and focuses all his attention in his book in demonstrating that in order to optimize the diffusion of content, the structure of the social network is far more important than the characteristics of individuals. We are connected to very different groups of people, but we are connected to people who are a lot like us.
An effective and winning marketing strategy cannot therefore focus exclusively on influencers (those who at the time I wrote the article were more often called opinion leaders ), who can however continue to act as excellent accelerators of the message, but must go to solicit and involve "any" individuals who can act as a bridge between small independent groups (such as groups of friends). The main objective therefore shifts from "who influences" to "who is most easily influenced and through what type of bond" and I would also add why?. And in the end, if you look carefully, it is always the strong ties that have the most power to influence our decisions (of every nature).
Paul Adams, one of the most important Chinese Student Phone Number List great-thinkers of the social web, author of Grouped: How Small Groups of Friends Are the Key to Influence on the Social Web, had already intuited this many years ago and focuses all his attention in his book in demonstrating that in order to optimize the diffusion of content, the structure of the social network is far more important than the characteristics of individuals. We are connected to very different groups of people, but we are connected to people who are a lot like us.
An effective and winning marketing strategy cannot therefore focus exclusively on influencers (those who at the time I wrote the article were more often called opinion leaders ), who can however continue to act as excellent accelerators of the message, but must go to solicit and involve "any" individuals who can act as a bridge between small independent groups (such as groups of friends). The main objective therefore shifts from "who influences" to "who is most easily influenced and through what type of bond" and I would also add why?. And in the end, if you look carefully, it is always the strong ties that have the most power to influence our decisions (of every nature).