Influencer marketing and engagement work continues to grow and become more complex. We need a robust framework for assessing (and ideally quantifying) a person’s level of influence. We can do this by breaking influence down into four dimensions: Relevance, Authority, Reach and Accessibility (the RARA system). Together, these dimensions allow a quantifiable, data-driven and robust […]Read more "A Four-Dimensional System for Quantifying Social Influence"
Image: Wikipedia Over the past few months, Facebook has made three changes to the way influencer marketing works. Together, these changes give Facebook Inc. a very strong position in influencer marketing, and a good shot at eating a big slice of the global influencer marketing money pie. So what have they done? First, they’ve made […]Read more "Knockout: Facebook positions to take a piece of global Influencer marketing budgets"
Influencers with millions of followers can command a lot of attention, and with that attention they can bring in a lot of media dollars. So when an article appears like the New York Times’ exposé article on the fake follower economy, it’s bound to shake things up. So is influencer marketing doomed? What’s really going on […]Read more "Real followers, fake followers, and real influence: fallout from the Devumi exposé"
Mark Zuckerberg made big news last week when he announced that Facebook is changing the way its algorithm works. Zuckerberg positioned this as a move aimed at maximizing user well-being. There may be research to back that up. But it’s also a canny move that will give Facebook a way to capture an ever-bigger slice of the […]Read more "Checkmate – Facebook’s influencer marketing gambit"
This year we’ve seen a huge decline in trust across the globe. Trust in government, in business, in NGOs and in the media has dropped to some of the lowest levels seen in 17 years, as reported in the Edelman Trust Barometer survey of 33,000 respondents across the globe. What lessons can communicators draw from […]Read more "Individual influence and the collapse of trust"
Social validation, not reach, is the main advantage of an influencer marketing campaign. Influencers can give a marketing or communications campaign an advantage that nothing else can. What is it? A lot of people say “It’s reach! Influencers are a great way of reaching my millennial audience.” Yeah, maybe. But I’d argue that an influencer […]Read more "The Reach Delusion"
The wave has peaked, and we’re sliding down the frothy slope now: people have realized that most influencer marketing is bullshit. Thank God. It’s about time the industry saw some sense. A bit of context: this article appeared a couple of days ago in Digiday, featuring some revelations from an anonymous social media marketing exec. With nearly 37 […]Read more "Why most influencer marketing fails"
If you’re reading this, you probably got to it through an algorithm. That’s really common these days – and it’s a trend with a surprising dark side. Either you came here through a social media link, or you found it via a search engine. In either case, the algorithms that determine who sees what on those platforms […]Read more "The Narrows – Four trends changing how information flows and news spreads"
Thing 1: Customers aren’t looking for your sales materials any more. Strange as it may seem, there was a time when people reached for the yellow pages and contacted a company when they needed to solve a problem. Now people spend longer online, and get information from each other, before contacting vendors. A person with […]Read more "Seven things you need to know about content marketing"
Working on integrated content marketing strategy is a lot like building cruise missiles. It’s creative, of course, rather than destructive. Instead of trying to inject a hundred kilos of high explosive into a bunker protected by ferroconcrete, we’re in the business of propagating ideas into minds guarded by cynicism and limited attention. But aside from […]Read more "Digital communications and smart munitions"