The myth of the influencer

Are Friends More Influential Than “Influencers”?

Grokdotcom analyzes a recent study revealing that people trust the recommendations of friends and family over bloggers and social networkers they see online. The opening line of the article is just right: “This may not come as a shock…” Indeed.

There’s value in networking online, but I think you find yourself doing it all wrong when you imagine you’re going to become some trusted voice in people’s lives. You’re not. Your goal is to make some actual pals online - people who count you in their trusted circle - and from that hub, you have an extended “family” formed by the various trusted circles of all the people who trust you. Your recommendations will radiate out indefinitely if you can motivate a handful of people to each tell another handful, and so on.