Looking at a message and trying to achieve the same communication in each object or screen is increasingly myopic. Context is critical because more and more our attention is split between distinct activities in more than one device. It’s about in which object the message is viewed and its timing, because we have different mindsets in different moments. Object goes back to understanding culture, because throughout history the objects we choose have always defined us, while timing relates to utilizing our constantly evolving understanding of the workings of the human brain. In traditional marketing, the belief was that the human brain is only capable of processing so much data and can be overwhelmed when too much information is thrown at it.
Measuring online influence is not an exacting science springing forth from today’s social media vehicles, even though that’s what Klout tells you. They’re using a façade of what’s happening today to cover up the simple fact that influence has existed for centuries and can’t be measured as easily as they state. In fact Klout, Kred and the other tools work very hard to make us believe that the awareness they are measuring is equal to influence.
Many businesses today can benefit from using social media influencers to help inform and motivate others about their product or service. The major problem, though, is finding the right tool to point out the influencers who have the most likelihood of being helpful for your cause. Choose the wrong tool and you could be wasting a lot of time and money, while your competition is making sales. Most sites, which promise to measure social media influence, like Klout, are simply measuring popularity instead. It seemed like we would never have a tool that would truly be able to find these critical influencers, but along comes Jugnoo, the new on-demand social CRM platform (mobile and web) in the cloud.
So, therein lies the paradox – in social media, popularity means influence and is being used to make marketing decisions, yet those with the most influence might not necessarily be the most popular. The time has come to stop relying on the tired definitions of influence, and develop new ways to find those in the social media atmosphere who really have influence and the power to change behavior.