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This review is from: Return On Influence: The Revolutionary Power of Klout, Social Scoring, and Influence Marketing (Kindle Edition)
‘Return on Influence’ by Mark Schaefer is a very worthwhile read if you’re interested in the collision between social media and influence. The book charts the rise and preponderance of social media channels in our lives and outlines clearly how both individuals and corporations are using the Web to grow their brand; be it personal or corporate.
Schaefer presents the age of the influence democracy in which we all can have our say and, more or less, work from a level playing field. This is not to say that the age of celebrity influence is dead; far from it. But rather that, as citizen influencers, we all have the potential to make a noise and be heard.
Behind all this sits the still nascent and murky world of data, measurement and complex algorithms. Leading this arms race is Klout, a company which trawls the social web and calculates your influence based on any number of interaction and engagement variables. Schaefer presents a balanced view of the pros and cons of this reality from the system gamers on the one hand to brands who harness the power of this new data effectively and individuals who share fresh content and ideas. Scary all this may be but Schaefer makes clear that we are viewing the tip of the proverbial iceberg.
Thankfully, research shows that just creating noise in the social stratosphere is not the panacea of all Klout ills and that it is authenticity, originality combined with consistency which wins the day; or rather spikes your Klout score!
The book is well researched, neatly structured, thorough and sprinkled with enriching references, anecdotes and case studies. It holds a mirror to the intensely digitised world we live in (and most of us don’t quite know already just how much Facebook and friends know about us) but is also a very practical guide which directly answers the question which, I promise you, will start to creep over you as you read: “So how do I increase my Klout score?”
Schaefer concludes by suggesting the sequel and this seems no hubris. Social media scoring is changing and growing so fast that he’ll need to get going fast.