The State of Influencer Theory Infographic

The above infographic — “The State of Influencer Theory” (download here) — was published today as part of a primer on influence theory that appeared in SmartBrief on Social Media. The post updates a section of Welcome to the Fifth Estate to include leaderboard theory, such as Klout and Empire Avenue. Addressing some issues pointed out in “Infographics: Art or Porn,” this graphic is designed by Jess3 (thank you, Jesse and Leslie), the industry leader in online data visualization. The infographic fits on one screen view. Because the graphic depicts people and theories, it is designed as a fun, cartoonesque map that illustrates the evolution of theory, creating a pop art element to it. The downloadable graphic is licensed as […]

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The History of Influencer Theory on the Social Web

This weekend’s F@st Company The Influence Project gaff sparked a great discussion about influence. It’s a fascinating conversation because influence means so much to all of us online. Successful online word of mouth or grassroots marketing usually requires community influencers embracing and spreading the message. The discussion about what influence really is has been ongoing since the social web first began. Eight years ago, Malcolm Gladwell’s the Tipping Point (2002), served as a great starting place to discuss influencers. We talked about Connectors, Mavens and Salesmen. Yahoo’s Duncan Watts had a well-discussed counterpoint to Gladwell in F@st Company (woops) a couple of years ago dismissing “The Law of the Few” …in the large majority of cases, the cascade began with […]

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From Branded Content Publishing to Networks (Madonna vs. Lady Gaga)

A written narrative of my #NextLevel Hawaii Keynote… There’s nothing worse than performing before an empty venue. Yet isn’t that what most nonprofits and companies do on the social web? The rush to play with new tools in this scary Brave New World has been the focus. We’ve seen the many, many successes, and yet organizations find they rarely succeed. Then they blame the media forms. You can hear them now, “FourSquare, Facebook, Twitter, Gowalla, YouTube or blogs [take your pick] don’t work! And don’t even start with the Augmented Reality conversation! This isn’t what was promised in the New York Times. We were told this was where people met!” The truth of the matter is simple: Companies and nonprofits […]

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