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# Influencers? Forget about them.
- URL: https://onemanandhisblog.com/2014/10/influencer-myth/
- Published: 2014-10-03T22:22:56.000Z
- Updated: 2015-04-08T16:22:49.000Z
- Author: Adam Tinworth
- Tags: influencers, slocial media marketing, Social Media, social networks

Are you obsessed with finding “influencers” for your brand or journalism?

Forget about it. It’s a fiction, an seductive idea that science does not support – according to a recent post on the *Harvard Business Review*:

> Duncan Watts, a researcher at Microsoft who co-created one of the most important models of how social networks function, says, “The influentials hypothesis is a theory that can be made to fit the facts once they are known, but it has little predictive power. It is at best a convenient fiction; at worst a misleading model. The real world is much more complicated.”

It’s worth reading to the end of [Greg Satell’s piece on influence](http://blogs.hbr.org/2014/09/3-reasons-to-kill-influencer-marketing/?ref=onemanandhisblog.com) – because there are some gems at the end about how to really improve the chance of something going viral.