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by alexfarran
4836 days ago
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It's very easy to make up a story like the one about MS Word after the event. Not so easy to predict in advance who these influencers are, who they influence, and if they exist in the first place. Duncan Watts has researched this and there's an interview here. http://www.adweek.com/news/advertising-branding/scientist-in... "
They throw parties or they give away free samples or they advertise in particular publications that brand themselves as reaching an influential audience and run some campaign in their normal manner. And if it works, they say, "We reached the influencers." And if it doesn't work, they say "We didn't reach the influencers" or "We weren't able to make them help us." In that sense, it's just a rhetorical device to help you explain the randomness that you actually experience in the world.
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