Malcolm Gladwell

The Abominable Influencer

by Geoff Livingston
May 15, 2012May 15, 2012

You probably know the legend as Bigfoot, the yeti, or the Abominable Snowman. The mysterious, gigantic hairy biped eludes human contact in mountainous regions, vying for its own survival. Thrilling and scary at the same time, northern cultures dream of this elusive and powerful icon of the unexplored wilderness.

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.

The Uberinfluencer and Bottom-Up Networks

by Geoff Livingston
July 17, 2011July 17, 2011

ImageMalcolm Gladwell by the Business Makers “Influencer theory” as it is discussed today on the social web is a pop myth. The various schools of thought lack the substantive analytical scientific study and proof to be considered legitimate or factual.… Read More »The Uberinfluencer and Bottom-Up Networks

The State of Influencer Theory Infographic

by Geoff Livingston
July 15, 2011July 15, 2011

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… Read More »The State of Influencer Theory Infographic

Machine Gunners and Gardeners

by Geoff Livingston
May 1, 2011May 2, 2011

Image by the U.S. Navy A movement exists to quantify everyone’s social media strength across diverse social networks and blogs. This widespread strength is a sign of true influence, argue social media gurus. Perhaps from a mass consumer market or… Read More »Machine Gunners and Gardeners

Tunisia Teaching Gladwell

by Geoff Livingston
January 24, 2011January 24, 2011

Perhaps the most dismissive part of of Malcolm Gladwell’s “Small Change: Why the Revolution Will Not Be Tweeted,” article was the closure: “A networked, weak-tie world is good at things like helping Wall Streeters get phones back from teen-age girls.… Read More »Tunisia Teaching Gladwell

The Danger of Auditing the Echo Chamber

by Geoff Livingston
October 4, 2010October 4, 2010

“No man ever steps in the same river twice, for it’s not the same river and he’s not the same man,” Heraclitus. I recently sat at an event in the back row. Two gentlemen in front of me were listening… Read More »The Danger of Auditing the Echo Chamber

The History of Influencer Theory on the Social Web

by Geoff Livingston
July 6, 2010July 6, 2010

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… Read More »The History of Influencer Theory on the Social Web