In the early days of social media, we thought the person with the most followers won. But Mark Schaefer, a pioneer in digital marketing, predicted a different future: one where “popularity” (how many people know you) is worthless compared to “influence” (how many people trust you enough to act).In today’s 5-minute briefing on “Return On Influence,” we explore the rise of the Citizen Influencer. Discover why a small, engaged audience is infinitely more valuable than a large, passive one, and why the currency of the digital age isn’t money—it’s reciprocity.