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What is Influence and What are Influencers?

Earlier this summer, Fast Company magazine rolled out its Influence Project based on an article about the agency Mekanism.

Wrote Robert Safian in this month’s Letter from the Editor:

When we profiled digital marketing firm Mekanism last May, its partners boasted that they could make an online project go viral, guaranteed. We challenged them, in print, to prove it: Create a viral campaign for Fast Company, and let’s see what happens. It seemed like a no-brainer to try it.

What resulted was an unscientific and inconclusive popularity contest that admittedly was flawed.

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