3 Reasons Popularity is Overrated
Conversely, if there's a hard cost involved or quantity is limited (e.g., a private event or physical gift), you have to rely on an “exclusive outreach” approach and limit the number of people with whom you’re communicating.
3. The real influencers may not be the most popular. Let’s say you’ve decided that an exclusive outreach approach is right for you. Before you resort to third-party services and elaborate algorithms and overlays to identify influencers, consider the possibility that you may already know your most influential advocates.
I recently looked at Twitterverse for mentions of our client’s brand and found that those who were tweeting had more than twice the number of followers than the average Twitter user. There’s a bit of cause and effect at play here. Those who are most active socially will often have the most fans and followers.
If you’re focused on an exclusive outreach program, start by looking close to home. You might be amazed at how many popular kids are already friends with you (well, at least with your brand). Don’t forget that the tried-and-true still holds: Always take care of your best customers, regardless of how they score on a popularity meter.