Meaningful exchanges constantly take place all over the social Web on a variety of platforms, connecting people and enabling them to share, critique, and interact with content and with each other. The type of information we share reveals a lot about who we are, who we know, and what we know — people tend to talk about the things they care about/are most knowledgeable about with others who are interested in similar subjects. The impact of those relationships affects our Web authority.
Social influence occurs when a person’s thoughts, feelings, or actions are affected by others. Essentially, influence is the art of persuasion — the ability to cause a change in mindset or actions so someone thinks or behaves in a certain way. In the world of social media marketing, influence is currency. In order to raise awareness, foster brand advocacy, win attention, and generate real-world action, businesses want to know the answers to questions like:
- Who are the influencers in my brand category and how do I find them?
- What are they saying about my brand?
- How many of my Twitter followers are clicking my links and retweeting my content?
- Does my Facebook page create the kind of engagement I’d hoped?
- What is my brand’s “true reach”?