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Three Influencers on Influence

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This week we’re talking about . I invited several influencers (for who is the true judge of influence?) to help shed some light on this esoteric topic, and the thoughts are provocative and inspiring. Thanks to contributors and , and I appreciate today’s thoughts via , , and . The purpose of this is to provide opportunity for opinions on a theme to be shared.

Ivonne Vazquez owns , and she is a contributor to as well as her recently re-launched blog:

Here is what I think about influence, but particularly, online influence. What social media has allowed us to do, very freely, is to impart information at the click of a button. Imparting information, retweeting an article or paraphrasing what someone else has said is not influence, it is an echo and echo’s fade. Tools capturing the effect of the echo – such as Klout track the amplification or the fading of the echo…but it is not influence.

defines Influence 1: to affect or alter by indirect or intangible means; 2: to have an effect on the condition or development of…

Influence in its quiet command and confidence, may empower the influencer with the ability to understand and, by one’s actions persuade or sway others into gaining their own understanding of a situation, cause or topic. Conversely, influence has a dark side.

Enter perception. Perception and online influence go hand in hand. If one is perceived to be an expert (whether or not it is quantifiable) then you have influence. In the digital world, the intangibleness of influence is directly related to the fact that perceptions can and do change in the blink of an eye.  Be it the posting of a controversial blog topic, a misunderstood tweet, or lack of engagement with one’s followers.

The measurement of online influence, in my opinion, is akin to a dog chasing its tail. The perception is that the tail is within reach, the reality is you’ll make yourself dizzy chasing after it!

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Shakirah Dawud is a prolific copywriter at and also an editor. She provides further provocation about her thoughts on influence:

To be influenced is to be inclined to a direction due to an outside force. It ranges from immediate physical force to subliminal redirection over time, and from individual counsel to collective peer pressure. Influence is not easily quantifiable, because of its varying degrees, and because it’s often a combination of many rather than only one.

In the social media arena, calculates and reports an individual’s interaction or engagement with other individuals. But the influence of those influencers may very well have come through another influencer of that individual’s opinion.

Klout (wisely) makes no attempt to calculate the degree of influence. Only the people involved know the real dynamic of their relationship, and wise researchers into background would take the numbers from Klout more as a representation of the degree and color of an individual’s presence on social media, rather than his or her power in that arena.

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Petya Georgieva, is my colleague who from Bulgaria, and she’s highly connected. Here are her thoughts on influence:

Influence is something very powerful. It can change perceptions and behavior manners of a person or a group of people. But not everybody can be influential. Influential people are special, interesting and different – they have a set of abilities such as trustworthy, authority, knowledge in particular field, competency, even charisma; they are successful and authentic, they curate content and interact actively with other people; they are trend-setters and early-adopters, etc.

Finding influencers, as said, is hard work mainly because it requires time and a lot of digging. Hence, the important part of social media strategies is to listen and detect conversations as well as to spot the most interactive and compelling speakers. Working effectively and efficiently with opinion leaders is a great way to build reputation and to strengthen corporate / personal / organizational image. It’s important to highlight that building influence is an on-going, never-ending process.

But… Influence isn’t measurable or at least there isn’t one tool that can measure accurately the power of an influencer. I consider it can be defined thanks to different criteria according to every particular situation. For example, polls may be a good way to check out the change in perceptions for a particular period of time. On the other hand, boost of positive conversations about a brand and decrease in the negative comments, thanks to the interaction with opinion leaders, can be also measured as successful influence.

So most importantly we, as communications specialists, have to define our particular goals, then think how we are going to accomplish them and how networking with influential people in the particular field can support this process. When we finish these three steps, it’s time to define our success indicators, according to how we can measure the effect of positive influence.

Please share your applause for these insights below! Thanks, All!

 

 

 

 

Defining Influence: Two Camps?

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In our first post in the series on What is Influence, I presented three views from three influential people. Comments suggested each are saying the same thing, and yet, the pathway to defining influence is rocky (just like that journey to define public relations, if you recall). This week, I’m running a series of ponderences (I coin words) from a variety of Tweeps, and I thank each of you who has lent thought, time and writing to contribute.

Rachel Minihan is owner of Purple Phone PR, and I love how she writes her thought process in plain speak for us all to nod and ponder and agree (or not):

Well, I guess the thing is that the definition already exists, right?  According to Websters, it means “the act or power of producing an effect without apparent exertion of force or direct exercise of command.”  Let’s skip right on through the last part of that definition, because that’s essentially what social media IS – you throw your idea out there and see what comes of it.  You don’t FORCE people to hear or experience it, right?

That leaves the phrase “producing an effect.”  Yesterday, I was certain that this meant an action had to result. Now, I wonder…does an effect have to be an action? Can it just implant an idea or a feeling?  Is one (action, thought, feeling) of greater importance than another?

This made me decide that I really didn’t know what the word “effect” meant (despite having used it a billion times in my life!).  Looked that up.  It actually means that it CHANGES the person or thing in some way. Ahh…so to influence something you have to actually change it!

Back to social media–How do we figure out if someone was influenced? How could we measure if they had been changed in some way?

The first thing that comes to mind is sentiment. “They” already measure positive, neutral, negative sentiment. Honing that a bit more could help; for instance, if I RT something without comment, that would be one thing: it simply shows that I found it useful enough for others to have it, but not something that really resulted in me being changed. But, if I added “this made my day” or “gosh, I needed a kick in the pants!” or “Wow, I never thought of that,”– it would indicate the tweet had changed my perspective.

What’s tricky are the “who you know” metrics, right?  Because on one hand, if you know more people, the POTENTIAL for offering greater influence exists.  But it doesn’t necessarily mean that you are influential.

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Following Rachel’s personal-brainstorm banter is Brian Ellis. He provides a nice counterpoint to Rachel – she of the esoteric-ness of influence, and he of the analytical measurement (remember when I said there are two camps?).

Brian Ellis is with Anocial Social Media:

Social media influence is the ability to inspire people to take action. We see this in simple forms with people like @GuyKawasaki and @mayhemstudios. They have a certain amount of influence shown in the sheer number of RTs they receive; that pertains to Twitter alone.

With Klout, I think that they are taking too much into consideration. They are trying to average out a score based on the “big two,” Facebook and Twitter. I feel like those are two separate entities. Tracking measurement for either is very much the same, but they are very different platforms with very different demographics. I think each platform should be measured separately and then can be put side by side to give you an overall feel.

That’s what all this really is anyway; it’s all about the feel. No matter what the numbers tell you, and as long as you are progressing, it really is about how it “feels” to you and to those you are putting your message out to.

I think that effectively measuring your influence must start with a decision as to where on the web you want to hold influence. Listen to which people are talking about you, and what they are saying; basic ROI will give you plenty of insight into your level of influence. Look at the simple things, like how many people have subscribed to your RSS, and it will show you in simple terms how influential you have become.

 

Happy NoRuz! May We Be At Peace?

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People may or may not know I’m half Persian. I lived in Iran as a kid (off an on from third grade to sophomore in high school), and still speak, read and write Farsi at a third-grade level. I guess my accent is laughable, but who’s wouldn’t be if you’ve not practiced each day with a native speaker?

Anyway, yesterday/today is the Persian New Year, Noruz — No (means “new”) and Ruz (means “day”). It is the most important holiday of the year, and it occurs on the spring equinox.

What’s interesting to note is what year it truly is, and that’s subject to the Islamic Lunar Calendar (1432), the Islamic Solar Calendar (1390), or the official Persian Imperial Calendar (2535). See below from FarsiNet; I have no ability to calculate this without help!

Question: How did FarsiNet come up with 2570 for 2011’s NowRuz? Iranian Government calendar says NowRuz 1390!!

Answer: The Islamic Republic of Iran Government uses the Islamic Solar Calendar (2011=1390). Majority of the Islamic countries around the World use the Islamic Lunar Calendar (2011=1432). But, as we all know, Persia (Iran) has been around and NowRuz has been celebrated much longer than that.
We used the official Persian Imperial Calendar published by the Iranian Government. The persian calendar year 2535 is documented on the official 50th anniversary of the Pahlavi Dynasty Bank Note & Stamps issued in 1976. The Persian Imperial calendar is based on the establishement of Persian Empire by Cyrus The Great.

Haft Seen

This first image is called the Haft Seen or 7 Esses (S). The items on this No Ruz table all begin with one of the several letters in the Farsi alphabet that denote “S.” For example, “seeb” means apple and “seer” means garlic. Each item has a symbolic meaning, and this Wikipedia definition if a wonderful history of the entire event that is celebrated in more countries than just Iran.

Childhood Memories

Each NoRuz, our family would dress up and go visiting. The adults would give the children gold coins and other gifts, and everyone would serve tea, sweets, fruit, and huge feasts for dinner. We grew “sabzi” or green grasses from wheat and lentils in a dish. Afterward we threw the grasses in the river to get rid of bad luck for the new year. This 13th day after NoRuz celebration, called Seezdah (13) Bedar, was a family celebration with picnics in the mountains and gardens.

Today

My Twitter friend asked my how I celebrate. I sent my Dad a spring bouquet of flowers today, and sent celebratory messages to my family in Iran and elsewhere. I like to recall my youth in Iran when the world was more at peace. I will ignore the call by Ayatollah Khamanei in Iran for Islamic Jihad this entire year and not provide any links. When I look at the theaters of war around the globe, I am doing my best to focus on family and health.

You do the same, OK?

My Mini Cooper Mechanic Fail

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Sometimes you need to reveal personal blunders, admit ignorance (read stupidity), and share laughs with the world, and then move on. So, here’s how I wasted 60 minutes on Sunday afternoon:

My orange Mini Cooper needed wiper solution, and it was a beautiful day so I stuck my head under the steering wheel to figure out how to open the hood. After more than four years, I had never opened the hood of this car. Couldn’t find the pull, so hit the other side of the car to get out the owner’s manual and the dash was locked, but in the process I found the pull on passenger side and opened the hood.

What a lovely, empty plastic receptacle smack in the middle of the stuff under the hood; it looked so inviting. The icon on the front had a big X through what did look like a windshield with wipers; however, I chose to ignore that and poured half the gallon of solution into the receptacle.

Only after it was topped off did I begin to wonder if I had added the fluid in the right place. Went to find the keys to open the dash for the manual and learned that of course the icon I had chosen to ignore was  correct  — the clear plastic box was for something else like engine overflow something  or other?

Thinking…

Ran inside to rig up some straws in a long line; just like on TV I began to suck the solvent out and had to pull hard because there were about six bendy straws lined up. The first taste of the solvent was pretty nasty, so I spat that on the ground and exclaimed. Then, I did it some more to try and get the stream going but to no avail. After burning my mouth, I decided to read the label – “harmful if swallowed, poison, contains methanol.” Really? So, I ran inside to swish my mouth with water and was happy I had not swallowed any.

Next…

The shop vac! I sucked up 90 percent of the fluid and wasn’t sure how to get the rest. I ran back inside and grouped 15 straws into a bunch, taped them together, inserted them in the shop vac hose. It worked – almost; still fluid in bottom.

I had seen the little hex screw (or whatever) on the top of the container, and determined that it would do nothing to remove the little container. After this charade, that screw looked pretty intriguing. I ran back inside to open my handy-new-Christmas-present-from-a- neat-friend tool kit and tried a socket wrench (I had no idea how to use it, but I liked how it clicked around in circles making cool noises); but it was too large. I took an adjustable wrench (the one where you scroll the dial and it gets smaller?) and loosened the screw, bolt, nugget thingy.

That’s when the cute plastic box came right off and I could turn it upside down, empty the wiper solution, and put it back in place. I did find where the wiper solution was supposed to go; what I’m wondering about now is what should go in that empty box?

(I hate to admit what my friend, above, razzes me about; the moral to the story is to, uhmm, read the directions.)

Social Media: Are We Talking To Ourselves?

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Recently, I wrote a post that received many comments, some supportive, some harsh. I’ve not written my follow-up, though it’s pending, and in the interim, there’s another comment that is so lengthy and insightful in its approach that I’m going to run it as a post today.

Social Media: We’re All Talking to Ourselves spawned thoughts up front, on the side and behind the scenes in many a discussion about whether I was being whiny and needed a swift kick in the pants, or whether I was on to something. The jury is still out because they’re pondering.

I thank, and am grateful to, the genuine remarks presented in a highly professional fashion by Patty Swisher, director of public relations and marketing at IKM, Inc. in Pittsburgh. She read the post and asked me via Twitter whether she could add a lengthy comment to my blog, and that she preferred to email it first to ensure I was accepting of her thoughts. After receiving her email with comment, I immediately picked up the phone (thanked her verbally) and asked whether I could instead use her comment as a full-on post. She agreed.

(I shared this with you to show folks how social media begets amazing engagement. I am inspired by Patty’s reaction and actions today.)

Here is what Patty offered up today; let’s keep the conversation going…who else would like to weigh in with more perspective?

Your post, “Social Media: We’re All Talking to Ourselves,” really hit home with me. I feel the same way. This is much of the reason that I’ve resisted starting my own blog. I recall not too terribly long ago when you started yours, eager and excited and the bumps and hurdles that ensued. I applaud you for your efforts.

I get the sense, daily, that Twitter users (especially) have no interest in “conversing.” They are all about self promotion, although by our own account this is the dirty little secret that nobody talks about.

It’s very much like the “rule” of adding a little personality to your tweets. Really, no. People don’t want to know nor do they care if you have life beyond your keywords. If you mention them, they “unfollow” or quit. The great little program “Qwitters,” offers almost instant proof of this.

I am a “learner” and “relator” by nature – and still a Pisces, I might add despite the latest news reports, perhaps relevant as a “small fish,” but I digress. Gallup’s Strength’s Finder 2.0 reinforces this and tells me so.  Given this, I love reading what people have to say. And I love connecting on Twitter (and Facebook and LinkedIn, among others). I think it’s fascinating to be able to connect with people from Atlanta to Australia with a click, from my desk here in Pittsburgh, or my soft chair in my North Hills suburb.

In addition to avoiding ‘self promotion,’ the social media and “Twitter Elders” have also put out the notion that its “improper” to follow too many more people than follow you. I understand. In dating it’s never appropriate to be too needy or too clingy. But, in my opinion, it defeats the purpose of connecting.

I’m upside down right now following to followers. But, it’s a result of what you speak of, and what Mark Schaefer suggests – it is what I’ve created. When I get bored with my Twitter feed I look for new and interesting people to follow. I get tired of hearing the same old chants.

The good thing is the net is an ocean of information. Again, as Mark suggests (although perhaps a little harsh), if you’re not happy where you’re fishing, move your boat to a new spot.

I know if I had a blog (albeit, well-written and relevant) it would help to increase my relevant followers. But, as a learner and relator, I don’t consider myself an expert. I leave that to the other guys – and there are plenty of them out there. [Plus in daily marcom, to throw in a little jargon, I’m begging for blog/content from our firm’s principals who haven’t signed on to the value of social media yet. More on that later.]

I also agree with your statements about the social media leaders who publish the “most followed” blogs and share the lime lite. I think that’s a natural progression in business, in life for that matter. If you’ll indulge me, in the business sense, think of the product life cycle, there are the ‘firsts.’ Those who see the trend first and can capitalize on it. Then there is the growth stage.  A big build up and growth in a new arena, all of the ‘me-too’ companies or individuals and those who think they can do better. At maturity, the good ones, or maybe the ones who shout the loudest, seem to ‘bubble to the top.’ And this might be what we’re seeing/feeling in the social media/marketing/pr circle right now.

I was doing some list maintenance this week, partially for this very reason. It’s great to share comments and stories with like-minded individuals. It makes us feel good, reinforces that we are right and we do know what we’re talking about even if that last client didn’t hire us or our bosses don’t know it yet.

The other reason I was re-evaluating my lists was to get a better idea of where my interests are heading. The thing I love about social media is that there is something new to learn every day. To me, as a learner, that’s exciting – addictive. So, I’m still learning about using lists and not sure how it will all pan out. Quite frankly, there are not enough hours in the day to read all that I would like to.

While I’m sure there are tons of people out there who are making money and lots of it in social media and they’ve really made a name for themselves as experts, like you, I  don’t think it will ever be the magic bullet for SMB that we’re hoping for.  That’s ok, as long as we set our goals and objectives appropriately.

The other point that I would like to offer you, that I suspect you already know, is that Social Media has become an industry. Not unlike advertising and PR, sometimes a part of it; sometimes on its own. This industry continues to grow and mature and its trajectory has been phenomenal.

My point, to keep in mind, is that other industries are still way down on the learning curve. I can only speak of my own experiences. I’m in professional services as I briefly mentioned above. I’ve been watching it. It’s not bubbling yet, but it’s coming. Like a pot on the stove, the water is heating up but it hasn’t begun to boil yet.

I don’t disagree with any of the comments. Sometimes we all need a kick in the butt!

But thanks for being willing to speak up. I bet lots of people feel the same way.