We are hearing that the new gold mine of the online world is the social graph. Ok, but what do we want to do with it and how do we even get access to it? There is a purchase cycle of Awareness, Consideration and Purchase, (you can find the details on my linkedin page in a presentation I wrote a few months ago) http://www.linkedin.com/in/cyrilsimone , this cycle is influence by our friends, relatives, and collegues especially in the consideration phase of deciding what product or service will fill your needs. Now if you want to use these influencers you can not rely on the few hundred people each person knows, nor do you want to work on 200 + million individuals in the hope that they will influence the right people and more importantly the right amount of people.
So what do you do ? As I spoke of above in a tradition sence a person has around 200 people that they are “connected” to physically and that is based on strong connections with each other. But now through our participation in social networks we have formed weak connections (same school not necessarily the same years) with thousands and sometimes even millions of people. This new phenomenen has created unique individuals that through time and dedication have become influencers in these communities. Well if you want to sell your product, service or widget sell the person that influences that large community and sell that individual the old fashion way. Once you have sold the Social Evangelist they will influence their community and your product will come out on top, but beware. Your responsibility does not stop here, because as quickly as the Social Evangelist has told their commuinty how great your product is if the service or quality of the product is not there then in the time it takes to hit update on twitter you are toast !
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