As individuals, communities and organisations evolve and embrace social as an integral part of their everyday online habits, the nature of what they say and do, and the effect it has on the people around them is increasingly being viewed as a strategically important part of doing business. With wide-spread use of user generated content, online ratings & reviews guides, recommendations & referrals systems, and feedback & comments features, the rise of socially influential online content, individuals and organisations is transforming the way that you do business. Finding these people and organisations, and understanding the psychology of their influence, is a key step for everyone who wants to develop this and benefit from it. And by maintaining mutually healthy and trusting relationships with those who are actively interested and engaged in what you’ve got to say; and who have the networks of influence to spread your message, you put yourself in a better position to reap the benefits of everything that social media and doing business on it has to offer. This debate will uncover the trends, the opportunities and the issues that people and businesses must consider if they are to use the power of influence effectively. As Blake Chandlee from Facebook puts it – “A trusted referral from a non-branded independent entity is more powerful than any amount of advertising, marketing or PR“. Let’s find out how.
13th–17th February 2012