Klout CEO: don’t confuse Twitter count with influence

Barbarainfluence, Measurement, social mediaLeave a Comment

How do you measure an influencer’s influence on Twitter? Social media guru Rich Baker (@richard_baker) offers up a great tip from Joe Fernandez (@joefernandez), CEO and cofounder of Klout.com: “The biggest mistake we see people make is confusing influence with follower count. Having a large number of followers is worthless if those followers are not engaged and paying attention to … Read More

Edelman’s TweetLevel – measuring influence within Twitter

BarbaraAnalyst relations, Influencer identification, influencer relations, Measurement, Public relations, social media4 Comments

You can’t do influencer relations without a good set of tools for identifying influencers and measuring and tracking their influence. Here’s a new tool for your consideration: Edelman’s TweetLevel, by Jonny Bentwood. TweetLevel calculates an “importance” rating of 0-100 for anyone with a Twitter handle. And, it’s free to use. Most of the big agencies provide their clients with pricey … Read More

Defining the strength of influencer relationships

BarbaraInfluencer engagement, influencer program, Influencer ranking, influencer relations, Measurement2 Comments

Human relationships tend to be complicated, and relationships with influencers are no exception. Yet, you need to know where you stand with an influencer and to share that insight with others in your organization. That’s why so many of us strive to describe influencer relationships in terms that are simple, meaningful and broadly applicable. There are many different systems for … Read More

HBR: 3 degrees of influence

Barbarainfluence, Influencer identification, ResearchLeave a Comment

Influence made The Harvard Business Review 2009 List of breakthrough business ideas. As you know, I’m a fan of the idea that social media may expand traditional spheres of influence by eroding reliance on physical “nearness” (propinquity), to decision-makers. The HBR study by James Fowler and Nicholas A. Christakis tightens the noose the other way: “New research shows that personal … Read More

Will social media change the way we measure influence?

BarbaraB2B, Influencer ranking, Measurement, social media2 Comments

Scott Brinker blogged about propinquity and Twitter last week. I’d never heard the word propinquity before. However, propinquity seems to be a label for a familiar concept — the notion that physical promixity promotes relationships. My parents harped about that while I was a teen. Happily, Scott takes a different tack. He suggests that social media applications such as Twitter … Read More

Influencer Marketing Summit Feb 9-10 in London

BarbaraEvents, Measurement, Sales performanceLeave a Comment

Update, Jan. 19: this event has been canceled. My colleague Duncan Brown will give the opening presentation at the Influencer Marketing Summit next month in London. His presentation, “Capitalise on influencer marketing to accelerate brand performance and drive sales”, will focus on how to: Determine the effectiveness of your influencer marketing by knowing what to measure and when to measure … Read More

Personal CPM draws near

BarbaraMeasurement, social mediaLeave a Comment

Charlene Li predicts that ‘Personal CPM’ innovations will figure in the social media/marketing front in 2009. Personal CPM is one of the more interesting outcomes of joining up social media with consumer marketing. The idea is to analyze social behavior to more accurately target consumers. In Charlene’s words, “Each person’s profile will command a different, personal CPM based on a … Read More

What’s the corporate business value of AR?

BarbaraAnalyst relations, influence, Measurement, Sales performance2 Comments

Forrester Research’s Kevin Lucas raises a good question: what core corporate business value can your analyst relations program deliver? His point is that AR programs shouldn’t commit to delivering sales value unless there’s good reason to do so. As logical as that advice may sound, I don’t agree with it. Analyst relations programs can be designed to deliver on a … Read More

How will we measure influencer programs tomorrow?

Barbarainfluencer program, Measurement, ResearchLeave a Comment

One of the top 10 questions we’re asked by new clients is, “what’s the best way to measure our influencer program?” Today, there’s no single “right” answer to that question. The answer varies according to the state and direction of the organization, its business objectives, and the market it’s addressing. Each organization undertakes an influencer program for its own unique … Read More

Louis Columbus: Tips on Measuring, Using Customer Satisfaction

BarbaraAnalyst relations, MeasurementLeave a Comment

Many analyst relations departments survey their internal users and their analysts in the spirit of measuring satisfaction with AR programs, tools and processes. All too often, the results are too positive or too negative. In other words, the results are stilted to serve near-term budgeting, review or political agendas. This week’s CRMBuyer.com column by Louis Columbus, “Measuring Customer Satisfaction Like … Read More