At the Ad:Tech conference this week, Ed Keller, co-author of The Influentials, gave a talk on the power of a small group (>10%) of people who exercise disproportionate influence over others in sharing information and making recommendations.
This trend, and the need for companies to identify and have conversations with these people, is a real opportunity for Public Relations.
If you can find and communicate with these people, they can have a profound influence on the success of your product or service. It’s a really interesting area and one we should all be investigating.
Heath Row has an extended transcript on Ed’s talk.
Footnote:
Link courtesy of the Ad:Tech blog.
Murphy's Law 