Digital Marketing, Power Of

The Power of Influence

Last year, a young lady named Molly Katchpole graduated from college and, like so many young Americans, could not find a job. Desperate to make her student loan payments, she took a job as a part-time nanny.

While struggling to make ends meet, she received a letter from Bank of America stating that if she didn’t keep a minimum balance of $20,000 in her account, she would be assessed a $5 monthly fee.

Molly had enough.

She connected to people through tweets, blogs and an online petition and within two weeks she had 300,000 names backing her plea for the bank to stop. A week later, they did.

Welcome to the Era of the Citizen Influencer. It no longer matters what you look like, where you were born, or the color of your skin. Everyone can publish content, make it soar, and have a voice.

Will you join us?

(Get the details on the Power Of series, including calendar of contributors)

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  1. says

    The power of influence, and the influential power of consumers today is underrated by many organizations. Stories like this, and even going back a few years to United Breaks Guitars, need to be a wake up call and learning moments for brands in today’s environment. Each day we’re witnessing this in new ways as technology brings consumers the tools to communicate, share and influence. Watch out world, this roller coaster ride has only begun.

  2. says

    It’d be interesting to dig down and see how much of this was down to “influence”and how much was down to the wish to add to the Occupy movements, and hit back at a financial institution in any way possible.

    • says

      Like most developments on the web, I think it would be difficult to untangle any single root cause. However, I think the individual POWER to do something like this is revolutionary and exciting. A very empowering time!

  3. Mats Eriksson says

    Interesting blog! Danny Browns thought is interesting. Would be interesting to know if there was a relationship! However, I definitely believe that social movements can generate an enormous power. This is something companies and organizations need to be reminded of from time to time. Also, consumers and people in general probably need to be reminded about this. There are probably many cases where this power never is used.

    • says

      Absolutely Mats. If there is one thing I hope people take away from my book it is that there is an historic and unprecedented opportunity to share your voice, wherever you are, whoever you are. Influence has been democratized!

  4. says

    This is a great anecdote, Mark. I only hope that businesses will not just see social media as a customer complaints hotline on steroids. Yes, consumers can use social media to influence big corporations through rallying societal pressure, but the benefits for corporations far outweigh the challenges – if they’re willing to embrace authenticity. Ultimately, those who adapt best will thrive!

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