“[T]he marketing industry has lost its clear guidelines as to influence and the people who wield it. With the narrowband publishing channels of magazines and television being steadily replaced by the broadband publishing environment [of the] internet, there are no longer a handy, limited group of influencers for marketeers to target.” – Adam Tinworth (@adders), Can we really measure digital influence?
“If you can engage the influencer’s passions, and work with them to craft a compelling logical appeal, then you can leverage the credibility of the influencer to actually sway hearts and minds. Otherwise, you’re just piling up metrics like mentions and retweets that might be proxies for nothing.
“Of course, this means that you need to stop thinking about Influencer marketing as a “push” campaign, and more about a partnership with the right influencers.” – Tom Webster (@webby2001), What Klout Really Measures
“[T]herein lies the paradox – in social media, popularity means influence and is being used to make marketing decisions, yet those with the most influence might not necessarily be the most popular. The time has come to stop relying on the tired definitions of influence, and develop new ways to find those in the social media atmosphere who really have influence and the power to change behavior.” – Jure Klepic (@jkcallas), Paradox of Online Influence
“Before the term “social influencer” bastardized the origins of influence, it was a mark of respect to be known as an influencer. Now, though, the term has lost a lot of its marquee, because it’s tied directly to who can be the noisiest online to try and improve influence scores and grab some freebies.” – Danny Brown (@DannyBrown), Social Influencers Are Dead – Long Live the Instigators
“Reach is one of the most overrated metrics around. While saying “Reach 200,000 consumers” might sound great to a brand, it’s a bullshit metric. It’s assuming all 200,000 followers of a Twitter influencer, for example, are online at a given time, waiting to see that one awesome tweet about a product.” – Danny Brown (@DannyBrown), Influential Mentions Aren’t the Same as Word of Mouth Returns
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