Authority
“I’m more likely to act on information if it’s communicated by an
expert.”
This principle is about influencing behavior through credibility. People are
more likely to take action if the message comes from a credible and
authoritative source. That’s why you’ll hear people name dropping and it’s
also what drives retweets on Twitter.
A tweet from @smashingmag is likely to be retweeted because the brand has such
authority.