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As marketers, readers all striving to build customers who incorporate products and brand experience stories into their social lives. But a look at the online social world shows that not all customers are equal in their social behavior. Influence can't be measured by how many followers someone has on Twitter, or the number of friends they have on Facebook. Instead, marketers should focus on determining which relationships really matter, and how that could impact reader brand. Unfortunately, the question of influence becomes more and more complex as reader dig into measurement tools such as social network data, influencer rankings and conversation and sentiment monitoring.
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