The impact of choosing balance in favor of influence.
I receive a lot of emails from LinkedIn about endorsements for random skills. I am not quite sure what these endorsements really mean so I decided to dig deeper. When people log in to LinkedIn, they are asked by a random algorithm to endorse people for certain skills. Mind you, these are skills that the computer program thinks folks would agree with based on whatever determinants it sources. I was bit surprised to see what I had been mass endorsed for (see the above chart). In particular, media relations and public relations struck me as odd. I haven’t identified myself publicly as a PR pro since 2009. Yet LinkedIn still thinks this is a relevant endorsement. Further, I have not […]
There is a movement about how to monetize individual blogger and online personality influence. Influencers considering monetization of their online trust should also weigh how such strategies can lessen trust within a community, and hurt search rank. This old debate goes back to paid blogging and affiliate marketing. As in those past cases, every influencer today needs to weigh how monetization efforts tax their good will. Influence online is often a result of becoming an integral part of a community and providing good information. When you add affiliate links, sponsorship, consultancies, clients, advertisements, products and other forms of monetization to the mix, a transition occurs. In the paid, earned, and owned model of media, you are moving from earned (natural […]
The Internet and in particular social media have empowered thousands, perhaps millions, to start their own businesses. One outcome of the social media movement is how easily people become “thought leaders” or topical influencers. As a result, we have many paper tigers running about, almost indistinguishable from the ones with real teeth with one singular exception: Results. Last week for PRSA-NCC and this morning during a keynote at Brand Camp NYC I discussed this exception, and its critical role in creating true market leadership. When content and personal branding techniques online quack and act like ducks, many readers are quick to believe. Yet results are not necessarily associated to the voices, creating a problem. Because we have hit a saturation […]
As one of my projects, Vocus asked me to program the Demand Success 2013 conference (6/20-21), their first marketing conference open to the general public. Last week we announced our second major keynote, Elisabeth Moss, who plays Peggy Olsen on Mad Men. I was tickled that the buzz revolved around Mad Men, and not the presence of two strong ladies Moss and Arianna Huffington as the leading voices of Demand Success 2013. To me, that’s remarkable because for once female speakers at an Internet marketing conference are a non-issue. Our two primary keynotes are women, and no one cares. Why? Because they are qualified, relevant, and obvious.
If you listen to conversations about online power — at least those supported by bloggers — strength centers on the individual voice. Yet, now that big money has arrived online, the solitary influential voice represents a role player in the Internet ecosystem. Let’s use a metaphor to illustrate this point: Hollywood and its power structure of actors, directors and producers. Individual voices represent actors. Entities like budget-rich companies investing in online media, traditional media companies, publishing houses, and already successful individuals are the directors and producers. This is not to demean individuals that have made a name for themselves online. Consistently excelling online as an influencer takes significant effort. There’s a reason why so many social media voices are obsessed […]