I’m back from my keynote speech for the American Marketing Association – West Michigan where I talked about Influence.
In my speech I reinforced my blog assertions that popularity is not influence and influence is not popularity. But then I added a new twist when it comes to measurement:
As marketers, we need to start focusing on measuring intent instead of just measuring online influence.
I believe it’s not just how popular somebody is online or how much influence they have, but whether they are intending to use that influence to effect change.
And that brought me back to an idea I’ve been tossing around for a few months. Usually at the end of a year or beginning of a new one you see a lot of “Top 10” or “Best of” lists. Sure enough, there were lists of who were the greatest online influencers in 2011.
See on jureklepic.com
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