My take …
1. It’s all about the situation, the context, and the bloggers/influencers.
2. It’s most often, although not always, more about the content than the “influence.”
3. Everyone influences someone, so empower your customers, potential customers, and especially employees personal influence.
4. Most of what the marketing community refers to as “influence” is simply media. You are buying media impressions (hopefully contextual and/or interesting ones) so measure and invest in them that way.
This first appeared on Ted Rubin .