Dear Friends,
We all share a popular belief — myself included — that people who are widely known must be great. Traditionally, we tend to think that if many people know you, you are popular and therefore successful. Most of us think this way. Do you?
If someone has a lot of followers on Instagram or Facebook, we often consider them influential. Do you agree with this statement? Initially, I did — but eventually, I realized I was mistaken. It turns out that assumption may not be entirely true. A compelling article challenges this theory.
Science Advances (a journal with an impact factor of 11.7) published a fascinating study that asks a fundamental question: “Who is more popular — the one with the most followers or the one with deep network knowledge?” Let me explain with an example.
Imagine two of your colleagues. One is outgoing and seems to have influence with senior management. The other is more reserved but has a strong grasp of the internal system — who knows whom, who trusts whom, and so on. Who would you consider more influential?
According to the article:
• Highest number of followers = popularity
• Deep understanding of social connections = influence
Popularity may open doors, but social insight helps you build the house.
So how did they prove this?
The study tracked 187 first-year university students over an academic year to understand how individuals gain social influence. The researchers discovered that those who ultimately became the most influential were not the ones with the most friends, but those who had early and accurate insight into how their peers were connected — the overall structure of the social network. Simply knowing many people, or being aware of individual friendships, did not predict influence. As the network stabilized over time, these insightful individuals further deepened their understanding of social ties.
When I reflect on this, it makes perfect sense. In fact, this is at the heart of marketing, isn’t it?
At Wipro, we had the concept of Hunters and Farmers in our sales structure. The hunter’s job was to identify new leads, while the farmer would deepen engagement within an existing account to generate more revenue. In both roles, success depended on influence — specifically, understanding the customer's internal network and knowing who the decision-makers were. It was never about how many people you knew, but how well you understood the ecosystem and managed relationships.
Sales and marketing can't be taught entirely in a classroom. You learn the fundamentals through instruction, yes — but true learning happens on the field.
On a lighter note, in the old days, almost every family had that one aunt or uncle who knew everything about everyone — who was getting married, who had health problems, what the latest gossip was. That person was the “hub” of the family network. Ironically, many of those uncles and aunts are now lost in Instagram reels and slowly losing their influencer status!
So, let me ask you:
Are you popular, or are you an influencer in your family or social network?
Ravi Saripalle