How Important is Influence Within Social Media?

Influence is a hotly debated subject within Social Media circles. Many people believe that your influence, within social networks, is your most valuable commodity. Others believe that influence is often overrated and rarely measured with all relevant factors taken into consideration. Yet long before social media existed, influence was often considered critical in the sales process. Whether you believe in it or not you should consider Dr. Robert Cialdini’s book “Influence: Science and Practice”

Cialdini’s Six Principles of Influence


  1. Reciprocation: If you take care of your customers, your customers will take care of you
  2. Scarcity: It’s easier to tell something that people perceive as popular and in short supply
  3. Authority: The customer will believe in you if you’re knowledgeable
  4. Commitment: If your customer publicly commits to an order or request, he’s likely to go through with the sale
  5. Liking: Ever bought something from someone you disliked? Every turned down someone you liked?
  6. Consensus: It’s easier to close a sale if everyone around is also buying your product
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