Summary
Influence is a dynamic concept that marketers use to identify the power of different outlets. In the past marketers treated influence and circulation volume as synonymous terms. Today, influence stands on its own as a powerful but misunderstood indicator of marketers' reach and relevance. With Social Computing channels shifting the power away from mainstream media — and putting it in the hands of the consumers — Customer Intelligence professionals must embrace influence measurement as a critical aspect of their marketing strategy.
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