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Though most marketing executives (84%) agree there is a correlation between one's ability to drive action (influence) and one's reach, 90% draw a clear distinction between influence and popularity, and cite the quality of content as the most important factor in building influence online, according to a survey from Vocus and Brian Solis.

Fully one-half of surveyed marketing execs say creating, posting, and sharing compelling content is the single most important action people or brands can take to increase their influence online, followed by authenticity (31%), and depth of conversation (10%).

Online fame (1%) and connecting with famous people (2%) are significantly less important to marketers.

Below, other findings from the study titled Influencer Grudge Match: Lady Gaga versus Bono, by Vocus and research partner Brian Solis.

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