Brands beware: How social media junkies manipulate their level of influence

In the marketing and PR context, it refers to a person’s online reputation, and his or her ability to sway consumers. And you probably hear (or utter) terms like “identifying influencers,” “pitching influencers,” “influencing influencers” on a daily basis — in the boardroom, at conferences and webinars, on the pages of (yes) PR Daily.

But what does all of it mean? Should you be investing time and money on this trend (or maybe fad)?