Influencing the Influencers: Using Social Media to Find Top Customers

Brief Summary

Wharton Professor Gad Alan discusses customer influence in service delivery through social networks and the importance of understanding social value.

Key points

• The Intersection of Social Networks and Service Providers. Professor Gad explores how social networks influence customer behavior and service delivery.
• Ranking Customers by Influence. A new model suggests firms should prioritize customers based on their social influence.
• The Correlation Between Social and Economic Value. Surprisingly, vocal customers may not always have high lifetime value, complicating targeting strategies.