Social Media has forced businesses to reassess the traditional definition of influence as it relates to social. 

Editor's note: SAP is a sponsor of The Social Customer.

"Influencers," as they are called, are telling us what to do on a regular basis across the social sphere, but who is listening and how does it affect our behavior and buying decisions? Peter Auditore, the Head of SAP's Palo Alto-based Business Influencer Group, joins me in this exclusive podcast to discuss why influence matters and how businesses should measure it