Does Influence Really Matter?

Author’s Note: This article originally appeared on the AMEX Open Forum blog —  I wrote it to get people to seriously think about authority and influence. I’ve been thinking a lot about influence lately.  It seems that I’m not the only one.  Influence isn’t just for celebrities any more.  Small business has gotten into the game as [...]

The Dilemma of Social Media Measurement

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[Editor's Note: The  following post by Michael Wolfe was originally published by and is syndicated with permission by The GreenBook Blog.] Everyone with any sense of what is going on in the field of marketing right now knows that there is almost a mad frenzy about social media, the likes of which we have seldom seen. In [...]

Mind the Gap

The results of the 2010 Digital Influence Index have been released and although the results are not shocking, they are still compelling. Unsurprisingly, the index leads with the insight that “digital dominates in consumer influence — but not marketing dollars spent.” The Internet is reliably the source that most consumers go to when it comes [...]