Is social media involved in the process?
Can a market’s ‘influencers’ now be identified simply by trawling through Twitter, Facebook and blogs to see who’s most discussing the subject and with whom? That’s what plenty of ‘influence marketing’ engines would have you believe. Eight years’ dedicated market experience, and all our recent real-world client-side evidence, paints a very different picture.
Can you be influential to a market and still remain almost exclusively offline? How are B2B decisions really being made these days? And does social media play a role as the influencers impact those decisions?