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Awesome slideshow Valeria.

I think you're right that influence is about impacting the "actions and decisions of others." I would take that one step further by saying that on the social web, influence is truly measured by your ability to get people to *share* with others. In other words, your power to make something go viral.

In the context of content marketing, what companies need is a way to incentivize consumers to share.

Full disclosure: I work at a startup, http://virurl.com which enables content producers to financially incentivize web users to share articles, videos, etc with their friends. So, I could be a little biased from drinking the kool-aid :)

thank you, Toby. It was a good exercise reading these very different posts expressing a facet of what influence means.

hence why it is critical we shine a light on the meaning of true influence.

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