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The Most Powerful Brand On Earth: How to Transform Teams, Empower Employees, Integrate Partners, and Mobilize Customers to Beat the Competition in Digital and Social Media by Susan F. Emerick, Chris Boudreaux

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3. Influence: It’s Complicated

Coauthored by Constantin Basturea

“[W]hat makes social media powerful. . . [I]t’s the cumulative effect of many people, some of whom are influential broadly, but many who are influential specifically to you, and the sum of their experiences that weigh upon your mind.”

— Christopher S. Penn

Many brands invest time and money into relationships with online influencers. The most successful influencer relationship programs spread their efforts across a wider portfolio of influencers and also invest in helping employees establish their own influence, at many different levels.

As stated in 2011 by Matt Monahan, a highly successful investor in social advertising start-ups,

The social web has democratized influence and ...

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