Social Influence

The Publics in Public Relations

The psychologist John Dewey (1859-1852) formulated the concept of publics as a result of situational stimuli.

How To Fight Populism

Populism is brewing in many Western democracies. Is there a way to fight back? It may be too late—at least this time around.

Conversion Theory — The Disproportionate Influence of Minorities

The conversion theory explains why minorities, despite smaller numbers, can defeat majorities simply by holding their opinions more strongly.

Critical Mass in Social Media — How Many Followers Do You Need?

It's important to invest in aggressive social media strategies to reach critical mass. And leaders must be made aware of the critical mass challenge.

The Engagement Pyramid

Successful online activation campaigns must isolate and engage. The Engagement Pyramid explains how and why.