Grouped: How Small Groups of Friends Are the Key to Influence on the Social Web

By Paul Adams

Categories: Business & Money, Computers & Technology

Paul Adams argues that the web is shifting from a network of linked pages to one built around people, and that businesses must understand how customers are connected and how those ties shape their choices. Drawing on research from universities and technology companies, Adams disputes the idea that a few influential individuals drive trends and shows that people are swayed most by small groups of close friends. He explains how ideas and brand messages spread and what that means for marketing.

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• Seth Godin: “I don't think the aggressive marketing of Google + is Paul's fault (he's now at Facebook) and this is a must read for anyone who cares about the future of social networks.”