A recent infographic published on a Forbes blog ranks the top 20 Fortune 100 CMOs based on social scoring. The graphic poses an interesting question: Should CMOs be judged by their individual social media prowess?
The methodology for the social scores released in the infographic was not released, and there was an incredibly wide disparity between follower counts and placement in the Top 20. It’s hard to consider the scores valid because we don’t know the criteria used for the algorithm.
One would hope Forbes would insist authors provide information sources and research criteria, even when it’s published under the guise of a blog. More on this tomorrow. Today let’s address the question of CMOs and social media scores.
Clearly influencers have become an important part of marketing.
A few weeks ago, I blogged about needing to make ideas more palatable.
Well, this afternoon I have an opportunity to strut my stuff at TEDxPeachtree. I’ll be speaking about how we don’t need heroes, and that anyone can use influence to affect societal change (you can watch via livestream at 3:05 this afternoon).
I have been preparing this speech for months now. With good reason… More than 5000 people are expected to watch the event in person and via livestream.
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 →