Strength of Community Supersedes Influence

Image by Annie Siegal With the current overfocus on influence metrics, companies and nonprofits are left to wonder at the digeratti’s navel gazing via participation scores. While influencers play a role in social media, for a company or nonprofit that role is ultimately very small. After the influencer “graces” everyone with their presence, the organization’s community remains. After a sales or advocacy campaign winds up, the community remains. When those initiatives are needed again, they require a strong community in place, openly receptive of such overtures. That’s why the most important metric should always be Strength of Community. Direct ROI — i.e. sales, donations, tonality and other key performance indicators (KPIs) — also represents a critical measurement set. It can […]

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