Social Media Influence Manifesto
18 February 2010
Yikes. Is it really that long since my last post here? Funny how 5 years ago you would be lambasted for “not getting it” if you didn’t post at least once every day, yet now look at us.
However, I digress. Picking up on the theme of influence, everything I do in my role as community manager for Hill & Knowlton seems to come down to measuring social media influence. So here’s my Social Media Influence Manifesto, encompassing all the things I believe to be true about how influence plays out online.
- Influence is determined by the receiver not the transmitter. Attempts to measure influence based on volume of output are misguided and futile.
- Influence is contextual. People are influential about something. Knowing what that ’something’ is, is the key to accurately measuring influence.
- Value is a proxy for influence. Things that people are willing to reward carry more influence for them.
- Influence is about behaviour. To be influential, the receiver has to do something, whether that’s change their opinion, buy a product, or pass on a joke. Measure the actions.
- Influential people do not influence everyone. People can be influential without influencing.