Trends Report

Peer Influence Analysis

Mass Influencers Are The Key To Achieving Scale In Social Media Marketing

April 20th, 2010
Augie Ray
Josh Bernoff
With contributor:
Jennifer Wise


For marketers seeking the sort of reach offered by advertising, social media has posed a challenge. Based on our surveys, we now know that people in the US generate more than 500 billion online impressions on each other regarding products and services — more than one-fourth the number of impressions advertisers make. Furthermore, 16% of the online consumers generate 80% of these impressions. These numbers come from Peer Influence Analysis, our new model to help marketers quantify reach and connect efficiently with the Mass Influencers for their products and services. Based on this analysis, marketers can develop programs that draw in, engage, and unleash the power of influence in social applications.

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