What the hell is social influence?

Thanks to the continuing evolution of social media, there’s a lot of talk at the moment around influence, identifying and understanding it in action, as well as how this can be used commercially. 

Just last week my colleague, Matt, wrote an insightful post about the intricacies and accuracy of this, but recent conversations I’ve had with quite a few people makes me think that on a wider basis, the fundamentals around this increasingly complex area are misunderstood, and in some instances, overlooked altogether.