It’s an interesting question, right? We all know our customers talk among themselves about our products and our brands. They do it in person, on the phone and on social media. Heck – even we marketers talk among ourselves and sometimes it's about our customers. It’s what people do – we’re social beings.
And social beings have varying degrees of influence, or clout. Sometimes it’s because of expertise (think Warren Buffett), or credibility (think Oprah....