In 2009, Zachary Johnson, a junior at Northwestern University, decided to promote the pop music of a friend at Duke, Mike Posner. Through a few calls and e-mails, he identified influential students at six college campuses, then asked those students to promote Posner's music in a coördinated way on Facebook, building an extensive friend network around the artist.
If sales are any proof, Johnson's marketing worked. Posner's single "Cooler Than Me" hit number 6 on the U.S. Billboard charts in July 2010. Partly on the basis of this success, Johnson launched Syndio Social, a startup that provides consulting services to show companies how to leverage a few key individuals.
To read the full, original article click on this link: Spotting Influencers in Big Companies - Technology Review
Author: Lauren Cox
