Influentials and Initiators

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	November 24, 2008 Influentials and Initiators Increasing Campaign Effectiveness with Custom Audiences by Emily Riley with David Card

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Many social marketers believe that reaching influential audiences is the key to campaign success.

TABLE OF CONTENTS
Executive Summary Influence Is Fragmented, Causing Targeting-Only Strategies to Underperform Social Media Use Will Spread, Gaining Clutter and Offering Backlash Risk Craft Continuing Long-term Campaigns by Identifying, Initiating, Engaging Report Methodology

Executive Summary

Influence Is Fragmented, Causing Targeting-Only Strategies to Underperform

Social Media Use Will Spread, Gaining Clutter and Offering Backlash Risk

Craft Continuing Long-term Campaigns by Identifying, Initiating, Engaging

Report Methodology

This is an excerpt

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