But I had a second reason: As a professional communicator, it’s become increasingly clear that we won’t escape Klout, Kred and PeerIndex.
The business marketplace cannot help itself. It will chase quick fixes to community building, recruitment and measuring individual online capabilities, making social scoring an obvious play. I have three reasons for coming to this conclusion. Continue reading →
Influence: The act or power of producing an effect without apparent exertion of force or direct exercise of command.
I’m reading a series of books right now trying to understand what makes someone influential. There are more tangential theories and approaches into the psychology of motivation than one can imagine, well beyond the universe of Klout.
It’s easy to conclude that no one understands what causes one person to influence another.
Today’s influence theories offer just a slice of individual online behavior based on attention and reach metrics. These strength and influence algorithms support theories about content production and authority. Yet they cannot identify what causes actual people and their larger social networks to adapt and move towards new ideas and behaviors. I will prove this shortly with my very good Klout score and my very humble AdAge Power 150 ranking. Continue reading →
Friend, fellow Washingtonian and author Rohit Bhargava released his second book Likeonomics this month. Continuing a tradition of celebrating friends’ books on this blog, I’m giving away five copies of Likeonomics to the best answers/comments to this question posed by Rohit:
“The biggest question that I had to tackle in the book was this: Does likeability really matter that much? Isn’t the quality of a product, service or idea really the most important thing?”
Similarly, PR and marketing types alike dream of the influencer, the person who will trigger an online contagion (a.k.a. viral event). They desperately look for that powerful personality who will become their brand hero.
Of all the professional skill groups that can be included in the marketing toolkit, public relations is the most ridiculous (PR is also used for public affairs and other non-marketing activities). Filled with backwards unethical and untrained professionals that consistently spam people and promote attention metrics instead of actual outcomes, the PR profession can’t help its poor image. Continue reading →