Excellent point tim. I believe experts opinions are important to improve our product offering. But end of the day right from cookie brand to Boeing are looking to enhance the end user's experience. So their conversations should be directed to the experts and funneled to the product team! From your observation, do you believe that there has to be LISTENERS team who just needs listen the conversations in the marketplace, real-time environment on what random influencers say about a brand? I do believe that!

Very true. And yes, most of the companies these days have already set up listening posts to see what customers are saying. It also goes back to your point from your previous post on how products and services these days have to be tailored for the targets. Although many companies know the value of “listening” on social media, most of them don't have the knowledge and expertise to “decode” what the data mean to them.

Interesting, I like (and in part) support the argument but there is a part of me which always remembers that I know a little more than ordinary folk, not being arrogant as there are far more who know far more than I.

So whilst I do believe random influencers have a part to play, it definitely depends who they are. Seems like your influencers were relatively affluent, if tech-naive, which makes a differences from the opinions of an average Joe.

Thanks for your comment. Yes, I think you're absolutely right, there's never a single answer for it and I believe the relationship and maybe “science” between influencers is way more complicated than a blog post. The key point that I try to make here is that companies tend to go directly to the experts/ celebrities in campaigns when in fact it might not be the perfect solution in some cases.

Tim,
there is another layer that is missing in this model. Some people look to others who are deemed as being experts for advice. These experts are often tech enthusiasts or subject matter experts e.g. mobile phone geek or simply a mechanic (if you are looking for a 2nd hand car). These people have huge influence on people. Brands like Nokia have built databases on these people to influence them beause they in turn are able to influence others through their 'expert' knowledge.

Tim,
there is another layer that is missing in this model. Some people look to others who are deemed as being experts for advice. These experts are often tech enthusiasts or subject matter experts e.g. mobile phone geek or simply a mechanic (if you are looking for a 2nd hand car). These people have huge influence on people. Brands like Nokia have built databases on these people to influence them beause they in turn are able to influence others through their 'expert' knowledge.