Why Influence is Changing How Business is Done

October 11 2012

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From Klout’s transparency issues to  its controversial scoring, influence as we know is changing faster than we can comprehend.  How do we cope with the new Klout reality?

As predicted in #5, online conversations are more directly connected to offline behavior.

We’re not reading the fine print. And it’s going to come back to bite us. All of us. Mwahahaha.

The future of social media will be baked into everything we use. Our personal privacy is at risk, but we remain nonchalant, even compliant. Why is there such a lack of concern?

Because people get free stuff! (cue George Carlin…more stuff!)

Obviously this is changing how business is done. And we’re all getting sucked in.

Klout perks allows a company to connect users with brands, and monetize their business. It gives everyone what they want.

At the expense of privacy.

But does any of this online influence really work?  The answer is yes. And it’s of historic importance:

 Before the Internet, you had to actually accomplish something to be a celebrity.  Today, anybody can drum up attention with content that moves through the social web….

A nobody like me can become an influencer. And that’s pretty cool.  Influence has been democratized–and, with Klout, quantified.

Influencer marketing will continue to get more democratized. And, in turn, more easily quantifiable.

We’re on the cusp of a dark, unknown territory. This digital revolution means that every thought is a tweet. And every tweet has potential to be “influential,” should the Klout algorithms deem it so. Because Klout ranks our knowledge about particular topics with a number.

And if the future is an explosion of human knowledge, shouldn’t we be a bit more concerned?

This isn’t business as usual. It’s business transformed. Forever.

How is influence changing how business is done for you? Please comment below. 

 

6 comments
Cendrine Marrouat
Cendrine Marrouat

I don't believe in online influence as per Klout numbers. With that said, your article is quite insightful. Thank you!

Kimberlee Morrison
Kimberlee Morrison

I almost think complacency is much worse than compliance. Accepting things as they are because that's how they are is a dangerous road. Sure there are bound to be monsters on the road less traveled. But I'd rather confront and fight the unexpected dragon in the hopes that it's protecting something amazing. The privacy issues are very real and the biggest issue is ignorance. People simply don't know what they don't know. Ignorance results in complacence and complacence leads to being steamrolled.

Robert Tyson
Robert Tyson

You're right Jessica, social scoring of individuals is the new reality and it's only gonna get bigger.Personally I'm optimistic about potential privacy issues - I think we'll muddle through - but we'll see...

jessica
jessica

thank you, Cendrine!

jessica
jessica

completely agree, Kimberlee. Context needs to exist behind the overall Klout numbers. We must take into account: status + influence + relevance (amongst various other factors). Klout generally doesn't differentiate (to my knowledge). and many people (especially the general public - who don't keep up w/ the media/tech industry ) will gloss over crucial factors. and they'll just look at the numbers. and give them credence (which many people already do).if the complacency/compliance/ignorance continues, we'll end up as a number that really doesn't mean much in the broader scope of reality. it's a disturbing trend that needs to be addressed before we're all steamrolled.thanks so much for stopping by!

jessica
jessica

at least you're optimistic, Robert! we always need an optimist :) thank you for stopping by!