5 truths about influence, regardless of metrics

Let’s look beyond the buzzwords and focus on the essentials.

With all the recent talk about measuring influence in this way or that, sometimes people aren’t seeing the forest for the tweets. No matter how you measure it, here are five things to keep in mind about influence:

1. Influence is more than social media.

Read Jon Berry and Ed Keller’s The Influentials to learn about who and what really influences behavior. It’s a wonderful, data-driven analysis.

2. Influence is not reach.

The leader in this misnaming contest is Klout, who says it wants to be the Nielsen of new media. Essentially, what they are calling “True Reach” is their version of impressions—and just as worthless.

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