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Identify key influencers to drive spread from "summary" of Contagious by Jonah Berger
Identifying key influencers is crucial for driving the spread of an idea or product. These influencers have the power to shape the opinions and behaviors of others, making them valuable allies in any viral marketing campaign. By targeting these individuals, companies can leverage their social networks and credibility to amplify their message and increase its reach. But how do we identify these key influencers? It's not as simple as just looking for people with the most followers or the loudest voices. In fact, research has shown that size doesn't always matter when it comes to influence. Instead, we need to look for individuals who have a high degree of social capital within a specific community or niche. These are the people who are respected and trusted by others, and whose opinions carry weight. One way to identify key influencers is...
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