Relevance and influence are two important aspects of social media marketing. Which one of them is more important is very difficult question to answer. The key is to maintain balance between these two. However, it's not that easy. For me, the best way to attain this balance is to have content consistency. I would consider content as a magical lamp to solve social media challenges.
Marketers need to use content precisely to have a great mix of relevance and influence in their marketing strategy. This can be done by effective content syndication. Content syndication does not necessarily mean content repetition, it can be referred as sending consistent marketing message across all the platforms. The success of these two important elements is largely depend on the effective customer engagement, and again content comes in the picture.
Social media has provided marketers with ample sharing opportunities, however, they need to be utilized properly. Sharing, for me, is an opportunity to create both relevance and influence among target audience. Hence, I would say content is an effective tool to attain that desired balance between relevance and influence in social media marketing.