{"id":2796,"date":"2011-06-22T12:00:21","date_gmt":"2011-06-22T11:00:21","guid":{"rendered":"http:\/\/www.markwilson.co.uk\/blog\/?p=2796"},"modified":"2011-06-20T16:43:37","modified_gmt":"2011-06-20T15:43:37","slug":"can-we-measure-online-influence-and-should-we-even-try","status":"publish","type":"post","link":"https:\/\/www.markwilson.co.uk\/blog\/2011\/06\/can-we-measure-online-influence-and-should-we-even-try.htm","title":{"rendered":"Can we measure online influence? And should we even try?"},"content":{"rendered":"<p>One of the challenges with managing corporate a social media presence is understanding the impact that you&#8217;re making. It&#8217;s notoriously difficult because there is no &#8220;one true way&#8221;. Indeed, if there was a simple way to assess online influence, I&#8217;d say that its inventor could clean up.<\/p>\n<p>What we do have though is a number of indices &#8211; and two of the most common are:<\/p>\n<ul>\n<li><a href=\"http:\/\/www.klout.com\/\">Klout<\/a> &#8220;the standard for influence&#8221;.<\/li>\n<li><a href=\"http:\/\/www.peerindex.net\/\">PeerIndex<\/a> &#8220;understand your social capital&#8221;.<\/li>\n<\/ul>\n<p>OK, so we have algorithms to generate a number, but I&#8217;m not convinced they are really measuring influence. <a href=\"http:\/\/mackcollier.com\/social-media-influence-isnt-simply-social-media-activity\/\">Klout in particular seems to be swayed by volumes of online activity<\/a>&#8211; I went on holiday for a week and tweeted less often, then my Klout score fell &#8211; no surprises there then; but did I really become less influential because I dropped out for a week?<\/p>\n<p>Earlier this week, <a href=\"https:\/\/www.markwilson.co.uk\/blog\/2011\/06\/social-media-dont-forget-the-social-its-time-to-engage.htm\">I wrote a post calling for &#8220;brands&#8221; to engage<\/a> and not to simply use social media as a marketing tool to broadcast their own message (or positive customer feedback).\u00c2\u00a0 But there is another side to the story &#8211; what if you are a brand?\u00c2\u00a0 How do you target your limited resources effectively? How do you assess the influence of a social media renegade and decide whether they warrant a response or not?<\/p>\n<p>I&#8217;m not sure that we should be trying to. Does it really matter whether a disgruntled customer is influential or not? If they are disgruntled, then they deserve help &#8211; even if that help is simply pointing them in the direction of the appropriate channel to get an appropriate resolution.\u00c2\u00a0 It&#8217;s interesting though to see where influence engines meay head in future (and, indeed, how they might be monetised).<\/p>\n<p>At a recent <a href=\"http:\/\/www.digitalsurrey.co.uk\/\">Digital Surrey<\/a> event, I was chatting with <a href=\"http:\/\/twitter.com\/simoncast\">Simon Cast<\/a>, Head of Product at PeerIndex. He sees a time when systems such as his will become integrated with customer relationship management (CRM) systems (like Salesforce.com). For a business, that&#8217;s valuable &#8211; when I call their customer services team, not only can they see details of my transactions with them, but they can also see if I&#8217;m influential in a broader sense (i.e. could I damage them if they don&#8217;t fulfil my request?).\u00c2\u00a0 And, not only will they see if I&#8217;m influential in general terms, but if I&#8217;m influential on a specific topic. A car manufacturer might not be too bothered if I&#8217;m influential in the world of telecommunications, but what if I could potentially affect people&#8217;s car purchase decisions?<\/p>\n<p>I guess an analogy to the social capital-CRM tie up is a credit score. My credit score not only affects the financial services products that are available to me (and how much they cost) but it (along with other metrics) might be used to tell my bank how valuable a customer I am, and may influence the way that they interact with me (e.g. sending my call to a UK-based call centre instead of an offshore one). Online influence is a logical equivalent for customer service organisations, but it sounds like a risky strategy to me.<\/p>\n<p>Just to recap on my earlier statement:<\/p>\n<blockquote cite=\"https:\/\/www.markwilson.co.uk\/blog\/2011\/06\/social-media-dont-forget-the-social-its-time-to-engage.htm\"><p>&#8220;[&#8230;] I know only too well the challenges of monitoring and measuring social media activity; the resources that are required; and I completely understand that it\u00e2\u20ac\u2122s not always possible to respond to every mention of your company\u00e2\u20ac\u2122s products and services.<\/p>\n<p>Even so, I\u00e2\u20ac\u2122ve heard of organisations that consider whether to respond based on the apparent influence of the user. That sounds dangerous to me \u00e2\u20ac\u201c someone may only have a limited online audience (for example, a handful of followers on Twitter) but their influence could be much wider. Perhaps a journalist\/analyst has a personal and a professional Twitter account (or a blog), one with just a few followers, the other much more influential? Maybe the aggrieved\/frustrated consumer is also a CIO, or a stakeholder in the business services purchasing process?<\/p>\n<p>We\u00e2\u20ac\u2122re all consumers, but many of us have responsibility for business purchases too \u00e2\u20ac\u201c and it\u00e2\u20ac\u2122s unrealistic to expect that poor experiences as a consumer won\u00e2\u20ac\u2122t prejudice business decisions [&#8230;]&#8221;<\/p><\/blockquote>\n<p>So can we really measure influence? Maybe we&#8217;re getting closer, but I don&#8217;t think we&#8217;re there yet. And should we even be trying to? There might be some benefits, but beware of the risks too&#8230;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>One of the challenges with managing corporate a social media presence is understanding the impact that you&#8217;re making. It&#8217;s notoriously difficult because there is no &#8220;one true way&#8221;. Indeed, if there was a simple way to assess online influence, I&#8217;d say that its inventor could clean up. What we do have though is a number &hellip; <a href=\"https:\/\/www.markwilson.co.uk\/blog\/2011\/06\/can-we-measure-online-influence-and-should-we-even-try.htm\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Can we measure online influence? And should we even try?<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[218],"tags":[242,241,244,243,204],"class_list":["post-2796","post","type-post","status-publish","format-standard","hentry","category-technology","tag-crm","tag-customer-service","tag-influence","tag-social-capital","tag-social-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Can we measure online influence? And should we even try? - markwilson.it<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.markwilson.co.uk\/blog\/2011\/06\/can-we-measure-online-influence-and-should-we-even-try.htm\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Can we measure online influence? And should we even try? - markwilson.it\" \/>\n<meta property=\"og:description\" content=\"One of the challenges with managing corporate a social media presence is understanding the impact that you&#8217;re making. It&#8217;s notoriously difficult because there is no &#8220;one true way&#8221;. Indeed, if there was a simple way to assess online influence, I&#8217;d say that its inventor could clean up. What we do have though is a number &hellip; Continue reading Can we measure online influence? 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I laughed at the time but the last few weeks have seen me spending far more time working on a couple of SharePoint-based systems than I would like, so maybe Klout is less of a measure of social influence\u2026","rel":"","context":"In &quot;Technology&quot;","block_context":{"text":"Technology","link":"https:\/\/www.markwilson.co.uk\/blog\/topic\/technology"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.markwilson.co.uk\/blog\/images\/sharepoint-workflow-lookup-plaintext.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":2791,"url":"https:\/\/www.markwilson.co.uk\/blog\/2011\/06\/social-media-dont-forget-the-social-its-time-to-engage.htm","url_meta":{"origin":2796,"position":2},"title":"Social media: don&#8217;t forget the social (it&#8217;s time to engage)","author":"Mark Wilson","date":"Monday 20 June 2011","format":false,"excerpt":"Many readers of my blog will know that I'm a heavy Twitter user. I'm also very un-British when it comes to complaining about poor service and, for those organisations with Twitter accounts, I do have a tendency to copy them in on my frustrations. One thing I find very interesting\u2026","rel":"","context":"In &quot;Technology&quot;","block_context":{"text":"Technology","link":"https:\/\/www.markwilson.co.uk\/blog\/topic\/technology"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1855,"url":"https:\/\/www.markwilson.co.uk\/blog\/2010\/05\/highlights-from-the-second-dell-b2b-social-media-huddle-dellb2b.htm","url_meta":{"origin":2796,"position":3},"title":"Highlights from the second Dell B2B Social Media Huddle (#DellB2B)","author":"Mark Wilson","date":"Friday 28 May 2010","format":false,"excerpt":"This post comes with an apology: to all the tech readers of this blog, I'm\u00c2\u00a0sorry for including a marketing post.\u00c2\u00a0 Don't worry - I'm still a geek at heart but I'm also getting involved in some marketing-related activities around social media, which meant that I spent a really interesting day\u2026","rel":"","context":"In \"Social Media\"","block_context":{"text":"Social Media","link":"https:\/\/www.markwilson.co.uk\/blog\/tag\/social-media"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3982,"url":"https:\/\/www.markwilson.co.uk\/blog\/2012\/05\/highlights-from-day-1-of-istrategy-london.htm","url_meta":{"origin":2796,"position":4},"title":"Highlights from day 1 of #iStrategy London","author":"Mark Wilson","date":"Wednesday 23 May 2012","format":false,"excerpt":"I'm spending a couple of days this week at the iStrategy digital media conference. Whilst my current role is not strictly concerned with marketing, elements of it have led me to describe myself as a \"geek marketeer\" in the past and I hope that I'll be able to do so\u2026","rel":"","context":"In &quot;Technology&quot;","block_context":{"text":"Technology","link":"https:\/\/www.markwilson.co.uk\/blog\/topic\/technology"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":4137,"url":"https:\/\/www.markwilson.co.uk\/blog\/2012\/07\/why-brands-need-to-think-about-social-media-monitoring-and-analytics.htm","url_meta":{"origin":2796,"position":5},"title":"Why brands need social media monitoring and analytics","author":"Mark Wilson","date":"Wednesday 4 July 2012","format":false,"excerpt":"Last week, I was asked to give a short (10 minute) talk about social media monitoring and analytics. I'm not exactly what you might call an expert in this field, but I have been around the loop with this as part of some work I did a couple of years\u2026","rel":"","context":"In &quot;Technology&quot;","block_context":{"text":"Technology","link":"https:\/\/www.markwilson.co.uk\/blog\/topic\/technology"},"img":{"alt_text":"","src":"http:\/\/www.assoc-amazon.co.uk\/e\/ir?t=marsweblo-21&l=as2&o=2&a=B0057Z7H40","width":350,"height":200},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.markwilson.co.uk\/blog\/wp-json\/wp\/v2\/posts\/2796","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.markwilson.co.uk\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.markwilson.co.uk\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.markwilson.co.uk\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.markwilson.co.uk\/blog\/wp-json\/wp\/v2\/comments?post=2796"}],"version-history":[{"count":2,"href":"https:\/\/www.markwilson.co.uk\/blog\/wp-json\/wp\/v2\/posts\/2796\/revisions"}],"predecessor-version":[{"id":2800,"href":"https:\/\/www.markwilson.co.uk\/blog\/wp-json\/wp\/v2\/posts\/2796\/revisions\/2800"}],"wp:attachment":[{"href":"https:\/\/www.markwilson.co.uk\/blog\/wp-json\/wp\/v2\/media?parent=2796"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.markwilson.co.uk\/blog\/wp-json\/wp\/v2\/categories?post=2796"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.markwilson.co.uk\/blog\/wp-json\/wp\/v2\/tags?post=2796"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}