How small groups of friends are the key to influence on the social web

The web is undergoing a fundamental change, moving away from its current structure of documents and pages linked together, and towards a new structure built around people. This represents a profound change in business strategy, design, marketing, and advertising. The shift is driven by the inherent social nature of humans, with the web, only 20 years old, catching up with offline life.

In various sectors, from travel to news to commerce, smart businesses are reorienting their efforts around the social behavior of their customers and potential customers. To be successful, businesses need to understand how people are connected, how their social network influences them, and importantly, how the people closest to them have the most influence. It's crucial for marketers to focus on small, connected groups of friends rather than seeking overly influential individuals.

The book compiles the latest research from leading universities and technology companies to describe how people are connected and how ideas and brand messages spread through social networks. It guides readers on how to rebuild their business around social behavior and create products that people will recommend to their friends.

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How small groups of friends are the key to influence on the social web
PAUL ADAMS
New Riders
VOICES THAT MATTER