BizSugar.com › Social Media › Is there a difference between influence and popularity?

Is there a difference between influence and popularity in social media? One pundit doesn't think so because tools to measure so-called social influence have trouble telling the difference. Further, he believes we shouldn't even ask the question. However, the question is important because it’s directly related to the work of marketing and PR professionals who want to influence people to take action — whether that action is to vote against SOPA, join an association, or drive camera sales.

Why camera sales? Because it’s an illustrative business example: Ashton Kutcher, though intensely popular, probably lacks the credibility to pitch expensive Nikon cameras to professional photographers. However, change the context and market segment to the more affordable CoolPix S60, and he’ll likely earn sales because it fits the financial means and photographic experience level of his fan base.