Why "Influencers" Are So Misunderstood

What’s the problem with social media measurement? Writing in TechCrunch, Dr. Michael Wu, principal scientist of analytics at Lithium, counts the ways. “Social media engagement is primarily based on conversations and personalized interactions that are difficult to scale,” he explains. Worse still, social strategies often hinge on “influencers,” whose actual influence is quite difficult to measure.
 

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