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Overview

In this chapter Tim Hoang, Senior Digital Consultant at Cohn & Wolfe with clients like McDonalds, Nike and Ford, discusses how much of the talk in marketing and social media is based on the influentials theory, partially because it is easy to justify to ourselves and our clients, and everyone else seems to buy into it. However, there appears to be an ongoing argument as to the plausibility of these small groups of influential people – influentials – who are able to cause a revolution by having a vague combination of charisma, popularity and a penchant for helping others.


  

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