On April 3, we introduced you to Danny Brown and Sam Fiorella who are about to release a new book on the increasingly popular subject of influence marketing. During the first part of our interview, we asked why they choose to tackle this subject and what the basic premise of the book is.
In that discussion, we explored the nature of influence in social media marketing, how it’s defined — and why brands should care about it. In a nutshell, the authors explained that with the growing adoption of social media channels for peer-to-peer communications, along with the growing number of devices that we engage through, the “wisdom of crowds” has become a more challenging phenomena for businesses to maximize. It’s no secret that online brand commentary and recommendations have an impact on the perceived value of a brand, but can they be channeled to positively impact the bottom line?