Do Influencers Still Matter in Social Marketing?

As brands embrace social business strategies, some are still occupied with the notion that for a product to fly, an endorser or influencer must pave the way to make it trend in social networks. However, there is a meager of data to prove that influencer marketing has direct impact on Social ROI.

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I think the thesis of this article plays more into the hands of G+ features such as 'Circles' and 'Hangouts', than Facebook~ maybe Google's Social Networking platform will gain traction.