Why was it important to ford for its agents to have "followers"?

Ford launched a program called the Fiesta Movement social media campaign designed to build interest and buzz about the new car before it arrived in the market in U.S.  Ford and its agency selected 100 Fiesta agents based on their social network friends or followers so they were able to recruit social media trendsetters who are active across different platforms and upload videos or pictures of them with the new Fiesta on various social media sites.

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