When it comes to viral influence, does the influence of a select few “key influencers†matter more than “the rest of us� Duncan Watts of Yahoo Research says no, as Clive Thompson writes in Is the Tipping Point Toast?†in Fast Company. Watts says:
It [achieving marketing success through influentials] just doesn’t work. A rare bunch of cool people just don’t have that power. And when you test the way marketers say the world works, it falls apart. There’s no there there.