Is it her magical vocals or her higher Klout score?
And if Seth Godin (Klout score: 0) chooses not to interact on Twitter, does that mean he’s less influential than Uncle Pete, whose Klout score is 35?
These are some of the tricky questions that are being asked since the emergence of new systems that attempt to measure people’s online influence through “social scoring.”
But the question is this: How exactly is “influence” measured? And how do those who make such personal yet inflammatory verdicts decide the scores?
You Have Become a Number
Do some of them have to do with reaching out to and interacting with your social media fans and blog readers?
If so, then you’re officially or unofficially performing the role of an online community manager.
If you’re doing it right, then it’s probably one of the most enjoyable jobs ever. You get to network with interesting people, make new friends, offer guidance, answer questions and so on.
But it’s not all sunshine and roses. At times you’re required to set and enforce the rules, issue warnings, deal with negative people and even ban members (when things get out of hand!).
In her book, Online Community Management for Dummies, Deb Ng shares her own extensive experience on how the different roles of a community manager work—especially as a customer advocate and brand loyalist.
Do you think of keywords, links and search engines?
Or do you focus on useful content, interesting articles, engaged audiences and happy customers?
If you’re in the second camp, you’re clearly familiar with “the big picture” of optimization. But if you’re in the first camp, then stick around—sounds like you need a new perspective!
The most important thing we learned from the Google Panda updates in 2011 is that search engines are really serious about improving search quality and user experience.
Since then, the priority for site owners has been to create original, interesting and sharable content that attracts links from other sites.
Lee Odden has written his first book titled, Optimize: How to Engage More Customers by Integrating SEO, Social Media and Content Marketing. In the book, he takes a holistic approach to content and search optimization and proposes that companies should consider all of the digital assets, data and content they have to work with in order to make both customers and search engines happy.
If your business is NOT there among the solutions when your customers are looking, you’re lost.
And so you must publish, you must tell stories and you must become interesting to your customers so that they find, like and trust you.
In his book, Accelerate! Move Your Business Forward Through the Convergence of Search, Social & Content Marketing, Arnie Kuenn puts it simply:
“Web users are consumers of content and you need to deliver compelling content that will engage them, and keep them coming back for more.”
This book is about successful digital publishing and consistent content quality. The author explains that if you do it right and strive for quality, you’ll produce content that:
- Attracts links.
- Compels people to share it on social media.
- Meets the real needs of your customers.
Do you realize that “digital Darwinism” (when society and technology evolve faster than a company’s ability to adapt) is a threat to each and every business (including yours)?
Whether you’re a marketer, a business professional or an entrepreneur, it is your job to figure out why consumers connect and how their social conversations influence your brand.
In his book, The End of Business as Usual, Brian Solis cautions that businesses that embrace and adapt to the revolution will survive the perpetual threat of digital Darwinism—and those that do not will die!
Rarely (if at all) have you heard the confident and unwavering response, “Yes, you can!”
In their book, How to Make Money with Social Media—An Insider’s Guide on Using New and Emerging Media to Grow Your Business, Jamie Turner and Reshma Shah explain that there’s a big difference between people who make money with social media and people who don’t.
Have you heard of the expression social media myth? Would you recognize a myth if you heard one?
There are those who believe that social media is about joining the conversation, engaging with your customers and being authentic.
Then there are others who believe that if you can’t measure it, you can’t control it. For them, it’s all about setting goals, experimenting, testing, analyzing and measuring.