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Return On Influence: The Revolutionary Power of Klout, Social Scoring, and Influence Marketing Hardcover – Mar 7 2012

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Product Details

  • Hardcover: 224 pages
  • Publisher: McGraw-Hill Education; 1 edition (March 7 2012)
  • Language: English
  • ISBN-10: 0071791094
  • ISBN-13: 978-0071791090
  • Product Dimensions: 16 x 2.3 x 23.4 cm
  • Shipping Weight: 499 g
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: #356,664 in Books (See Top 100 in Books)

Product Description


"This book is a pathfinding contribution on how social media platforms are reconstructing the traditional concept of influence. Schaefer demonstrates that the world of social media has enormous consequences (opportunities and problems) for people and organizations that seek online power and influence. The book is supercharged with examples, interviews, and case studies detailing the experiences and thoughts of industry leaders. Among the many attractive attributes of the book are appendixes that feature an excellent social media primer and a description of how the leading websites and platforms measure online personal influence. Schaefer offers a splendid description of Klout, the undisputed market leader among companies that measure the level of online influence. Many practical ideas are put forth on how to improve a Klout score by building a relevant network; a clear strategy to provide compelling content; and a system to engage those influencers and advocates most likely to distribute one's content virally. The book is essential for those who want a thorough understanding of online influence--how to gain it and why it is so important to organizations and individuals. Summing Up: Essential. Marketing and social media collections at all levels." Choice 20130101

About the Author

Mark Schaefer is the director of Schaefer Marketing Solutions, and has 28 years of global sales and marketing experience and advanced degrees in business and applied behavioral sciences. He is an award-winning business writer, university lecturer, and innovator, receiving seven international patents for new product ideas with Fortune 100 companies. He serves as an adjunct professor of marketing at Rutgers University.

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Most helpful customer reviews

Format: Hardcover
Definitely justifies a 5 star rating. This book adds immeasurable value to my life by providing me with insight on how to reach and connect with industry influencers. I was able to quickly and effectively reach out to influencers on social media who cause a large ripple effect in the online world. This book is an investment in yourself.
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Most Helpful Customer Reviews on (beta) 75 reviews
13 of 14 people found the following review helpful
Return On Influence - A Handbook for Influence in the Digital Age Feb. 20 2012
By GlenGilmore - Published on
Format: Hardcover Verified Purchase
In "Return on Influence", Mark Schaefer has written what will no doubt become the seminal book for understanding online influence in the Digital Age. Bringing to bear a wealth of real-world experience and understanding as a trusted leader in the corporate world, Schaefer delves deeply into the subject of influence: how to get it, sustain it, judge it, and use it.

Having had the advantage of an advance, courtesy copy the book, as someone who has had the privilege to work with Mark Schaefer, I am once again reminded of his dedication to accuracy, scholarship and sharing challenging subjects in a way that makes it easy for others to understand. Very simply, in addition to being an essential read for online marketers, his book is a pleasure to read.

To understand the pivotal role of influence in relationships, marketing, communities, and more, in the Digital Age, "Return on Influence" is nothing less than a "Must Read". It is a book I will return to often and recommend to others who wish to understand a key subject that is threaded throughout our lives both online and in real life. "Return on Influence" will undoubtedly become a standard edition in the library of those who wish to understand and acquire influence.
13 of 14 people found the following review helpful
Great Follow Up To "The Tao of Twitter" Feb. 21 2012
By Lisa Knoxville - Published on
Format: Hardcover
I am not a professional marketer but I do run a small business that is active on the social web. As everything is changing so quickly, I need to to stay up to date on the new trends, and did not know anything at all about Klout. What I like about this book is that it is a combination of a how-to in addition to a why-to with interesting real-life examples. But what makes it outstanding is that the author consistently focuses on succeeding with humanity. I am still not sure how I feel about Klout and social scoring, but now I understand it better and see the business opportunities it brings. This is the same way I did not really "get" Twitter until I read Mark Schaefer's previous book "The Tao of Twitter", (which if you haven't read you should.)
I had to laugh at the end of the book when the author quoted a statistic from Kindle mentioning that most business books are abandoned 1/3 of the way through. This is one you'll finish.
5 of 5 people found the following review helpful
I'm drinking the Kool-Aid. July 23 2012
By Bridgette N. Borst - Published on
Format: Hardcover
The more I learn about social media, the more I realize that I don't know (even as a so-called marketing professional). It's a monster of constant change, and if you don't keep up, you'll be eaten alive! Think of social media as a game, and the rules are always changing! Mark Schaefer's "Return on Influence" shines light on the Citizen Influencer and how the most influential people in the online world are disguised as your everyday "average Joe." ROI explains how general Facebook comments & status updates, blog posts, Tweets and much more travel across different platforms and reach millions of people each day. It's word-of-mouth marketing--*social style.* It's truly a marketing revolution, and the ingenious Mark Schaefer has it pegged in 215 pages. Newbies and experienced users alike, can learn so much from this book. It's a wealth of knowledge and surprisingly, the most entertaining "business book" that I've ever read!

I've nicknamed ROI the "Bible of Social Media."

5 of 5 people found the following review helpful
I Highly Recommend! Feb. 21 2012
By Amy Howell - Published on
Format: Hardcover Verified Purchase
Mark Schaefer's ROI is a fantastic book on social media for any reader, from the social media novice to the advanced; everyone has a lot to learn from this book. In the ever changing atmosphere of digital, public relations and marketing, a book like ROI is extremely helpful in presenting to and convincing my clients, potential clients, and naysayers the measurable value of social media. The how-to does not always tell us why we should be active participants in the conversation, but this book offers both the how-to and the why and is well worth the read.
3 of 3 people found the following review helpful
The Real Potential of Klout and Social Media Scoring April 9 2012
By Michael Gass - Published on
Format: Hardcover
Mark Schaefer is to be commended. His book is among the first, if not the first book on Klout and social media scoring. There's been a lot of controversy regarding the subject and the company. There is a core group of people who absolutely hate it and no matter what information they are presented with, they will not be persuaded that it can possibly be a good thing.

I thought Mark's book was very balanced. He points out the controversial issues and addresses the problems straight on. But he also shares the opportunities and potential of measuring social influence as well.

In writing the book, Mark had exclusive access to Klout and their customers for a year. He made no promises of whether or not his book would portray a positive or negative image of the company. I found his book to be fair and balanced.

He was drawn to write the book because it was such an emotionally charged issue. People intuitively hate being rated. But at the same time, major brands such as Audi, American Express and Disney were finding value with it.

Mark was also intrigued by the Klout's founder, Joe Fernandez, when he heard Fernandez speak at SXSW in 2011. Joe saved the company on at least 6 different occasions just through his shear will and tenacity. He fought through lots of trials and tribulations to see his dream become a reality.

Mark will be the first to tell you that Klout isn't perfect and no doubt they will continue to have some hiccups along the way. But, as he points out, they are having to try things, take risks and make changes while everybody is looking on. That is a very hard thing to do.

This book marks another another significant, historical development that is taking place right before our eyes. The creation of a standard for measuring influence. It's just the beginning. It has started online but who is to say what it will lead to in possibilities of offline measurements as well. The movement has had a bit of a bumpy start but it will only get better with time.

Our personal influence is being democratized and that is what excites Mark the most. The people who were once overlooked and thought to be insignificant can have clout. Like the 22 year old, unemployed college graduate, who had just been informed by Bank of America that she would have to pay a $5 per month fee if she didn't maintain a balance of $20,000 in her account. Struggling to pay off her student loan and make ends meet, this young lady wasn't going to sit back and take it. In 2 weeks time she had collected over 300,000 signatures for a petition drive that caused Bank of America to rescind their fee. Now that's Klout!

This author wants you to be able to look past the controversy and see the opportunities. I highly recommend that you read this book.