This cartoon by Tom Fishburne, published a few days ago, is a pretty good reminder of what differentiates influencer marketing from many other kinds of marketing where, in the latter case, 'big' tends to be what matters. It seems to me that the term 'influencer marketing' is used by many people as a synonym for 'mass marketing' where the prime question is "how many?" instead of "who are they?" This is especially so where social media is concerned, where far too much attention is paid to the … [Read more...] about Small matters most in influencer marketing