Your Network’s Structure Matters More than Its Size

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A recent study by Schlesinger Associates for Augure found that 75% of marketers consider finding the right influencers the most challenging aspect of an influencer marketing strategy. Perhaps that’s due to a misguided approach in which the size of someone’s following is treated as the primary benchmark of their influence.

New research shows that you only need handful of influencers to give the impression that everyone is talking about your brand.

Researchers at the University of Southern California recently uncovered the majority illusion, a paradox within social networks that makes some ideas, behaviors, or attributes appear widespread even when they are not. Since we can’t keep an eye on what the entire world is up to, we’re limited to witnessing what our social network says and does. At times, well-connected members within our network can skew our perception of how common an idea or behavior actually is...

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(To read the full article, please follow the link below)

https://hbr.org/2016/02/your-networks-structure-matters-more-than-its-size