A fantastic read for anyone working in marketing would be The Tipping Point by Malcolm Gladwell. The book offers insight on the different ways a small change in your efforts, like changing your message or the type of influencer you use, can bring you and your company to the tipping point and gain incredible and valuable exposure.
One part of the book that is quite interesting is Malcolm’s Law of the Few. The Law of the Few, basically, explains how social epidemics are caused by a few individuals. These individuals, known today as influencers, are not all the same and add value in different ways. One type explained in the book is The Maven. This type of influencer is beneficial as they are seen by their network as an informed specialist. If they recommend or endorse your company/product, a high percentage of their audience will be willing to learn more. The Maven may not have as wide a reach as other types of influencers, but they generate high-quality leads as they’re seen as an expert, and their audience trusts them fully.
Contributor: Jeff Hands (President of Optimum Control)