Return On Influence: The Revolutionary Power of Klout, Social Scoring, and Influence Marketing Hardcover – Mar 7 2012
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"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.
Top Customer Reviews
Most Helpful Customer Reviews on Amazon.com (beta)
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.
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.
I've nicknamed ROI the "Bible of Social Media."
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.
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