The document discusses social capital and social influence in the digital age. It notes that social influence is a key factor driving business value through customer acquisition, loyalty, and higher sales. However, accurately measuring social influence has been challenging due to a lack of standards and incomplete metrics. New technologies are emerging that aim to better define social influence based on factors like reach, relevance, resonance, and centrality to quantify an individual's influence within a community. These technologies could help identify influential consumers and measure the impact of social conversations on purchase intent.
Social Capital (CONNECTIONS)enables Improve customer segmentationConnect with targeted individualsLearn from your influencersInform measurement practices