When buzz marketing expert Paul Dunay used a new tool—SM2 by Techrigy—to
monitor the reach of his blog, he discovered that the far-reaching
impact was found in the “long tail”—users not ranked high on the
influencer scale, but reading his blog nonetheless. “So what I think
this means is that exclusively looking for reach with your social media
initiatives by targeting a selected few influencers is a flawed concept,”
Dunay says. Read more on his blog this week.