Check out this terrific post on WOMMA’s blog by Andrew Nibley, Chairman and CEO of Marsteller on the subject of how to leverage "e-Fluentials" to market and promote your products.
Andrew is exactly right. My buySAFE experience has proven to me how important positive e-fluentials are for your business, and this is especially true when launching a new business in a new industry. e-Fluentials are the folks that will educate the rest of the market on your product. Just as important is the need to reach out and manage the concerns of negative e-fluentials. It is obviously common that you won’t agree with these folks, but their perspectives provide valuable learning experiences nevertheless. I also believe these folks, if ultimately converted, will often become your strongest evangelists in the future. At buySAFE, this has been critical.
Again, check out Andrew’s insights here.