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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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Return On Influence: The Revolutionary Power of Klout, Social Scoring, and Influence Marketing + Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing
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Product Details

  • Hardcover: 224 pages
  • Publisher: McGraw-Hill; 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: #139,783 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)

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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Front Cover | Copyright | Table of Contents | Excerpt | Index
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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) 73 reviews
12 of 13 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.
12 of 13 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.
4 of 4 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."

4 of 4 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.
2 of 2 people found the following review helpful
Return on Influence... a must you know your score? July 19 2012
By Matty C - Published on
Format: Hardcover Verified Purchase
The Return on Influence has changed my entire outlook about social media.

Whether you're an online content producer, purveyor, or curator, or in any of the many related Social Media fields, this book is a must read.

Learn how new companies such as Klout, Kred and others are building vast data repositories from our social channels and assigning each of us scores based on our Social Media network & interactions. IN turn, this information is sold to large corporations who may use this data to propagate their brand message, sell to us, and if your score is high enough, even offer us perks.

#Influence Marketing in this form may be a new and a cost-effective method for small business to promote their brands...

Return on Influence is a strong addition to any business library!

Highly Recommended