Online Influence: Issues, Debates and the Answers You’re Looking For

1in·flu·ence
noun\ˈin-ˌflü-ən(t)s, especially Southern in-ˈ\
1 a : an ethereal fluid held to flow from the stars and to affect the actions of humans b : an emanation of occult power held to derive from stars
2: an emanation of spiritual or moral force
3a : the act or power of producing an effect without apparent exertion of force or direct exercise of command b : corrupt interference with authority for personal gain
4: the power or capacity of causing an effect in indirect or intangible ways : sway
5: one that exerts influence

The definition of influence is in the eye of the beholder.  Webster’s dictionary offers a variety of interpretations (as indicated above), with number 4 seemingly the most relevant to the discussion of online influence.  Klout, a tool which measures your influence across the social web argues that online influence is more than just a popularity contest.

“We believe that influence is the ability to drive people to action — “action” might be defined as a reply, a retweet, a comment, or a click.” (Klout)

Klout uses over 25 variables to produce your online influence score.  Among those variables are:

  • True Reach – The size of your engaged audience.  Over 2500 followers/friends doesn’t necessarily mean you have true reach.  True reach is measured by the number of followers who actively participate, listen and/or react to your content.
  • Amplification Probability – The likelihood your content will be actioned by your engaged audience through the form of retweet, response, Facebook “like” or comments

  • Network Influence – The influence level of your engaged audience.  Are opinion leaders, experts and industry heavyweights among your followers?

Want to know your Klout score?  Click here.

Mashable debates that principles of brand, expertise and trust underscore the concept of influence .  The stronger the brand, the wider the influence.   Expertise is contingent on your depth of knowledge and ability to disseminate information.  Subsequently the title, Expert, is one that is earned and given by others as a result of trust and rapport.  Trust is earned over time, as a direct result of consistently delivering promises and fufilling expectations.

Influence VS. Popularity


Having each accrued over 5 million followers, Twitterati heavyweights Ashton Kutcher, Lady Gaga, and Justin Bieber are undoubtedly popular, but are they influential?  Results of Fast Company’s Influence Project and a study conducted by Northwestern University argue no.  Though celebrities may garner a critical mass, research revealed that the majority of their content (tweets) were left ignored by the millions of their followers.  True influentials are specialists/experts in their respective field, who “dynamically change the opinions of people on specific topics, or the topic of the moment.” (The Telegraph)  Click here for a listing of new influentials.

Whether you are in agreement with all definitions, or just one, influence involves two parties: the influencer who produces content (newsworthy information, expert advice, music, gossip, a winning goal) which ultimately inspires or compels the recipient (influencee?) to action.

If you had to choose one characteristic that drives influence, what would it be?

Advertisements

About Gloria Lee

Random musings of Gloria Lee, an emerging marketing professional, pop culture junkie and self proclaimed grand wizard of Saved by the Bell trivia
This entry was posted in Influence, Klout, Social Media. Bookmark the permalink.

5 Responses to Online Influence: Issues, Debates and the Answers You’re Looking For

  1. Pingback: Tweets that mention Online Influence: Issues, Debates and the Answers You’re Looking For | The Water Cooler Diaries -- Topsy.com

  2. Lauren W says:

    Just one!?!? Hmm, well I had a hard time deciding between Trustworthiness and Quality of Content…. soo I ended up going with ‘Likability’ because I figure it combined popularity and trustworthiness. Plus, people are more likely to listen to and therefore be influenced by people they like.

    • Hi Lauren! Thanks for your feedback! 🙂 You’re right, it’s so hard to choose just one because each characteristic potentially feeds off the other. I was torn between Expertise and Quality of Content..and after reading your post, likability too!

  3. Suchmaschine says:

    Hi just thought i would tell you something.. This is twice now i?ve landed on your blog in the last 3 weeks looking for completely unrelated things. Great Info! Keep up the good work.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s