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Return On Influence: The Revolutionary Power of Klout, Social Scoring, and Influence Marketing Hardcover – February 15, 2012


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Product Details

  • Hardcover: 215 pages
  • Publisher: Mcgraw-Hill; 1 edition (February 15, 2012)
  • Language: English
  • ISBN-10: 0071791094
  • ISBN-13: 978-0071791090
  • Product Dimensions: 9.1 x 6.1 x 0.9 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (69 customer reviews)
  • Amazon Best Sellers Rank: #188,451 in Books (See Top 100 in Books)

Editorial Reviews

Review

"This book is fascinating. I could not put it down and have written notes throughout!" 
-- Gayle King, CBS News


"Mr. Schaefer's new book, "Return on Influence," is a highly readable primer on this brave new world of influence marketing."
-- Wall Street Journal


"Social Media Examiner gives this brilliant and extraordinary book a full 5-star rating."
-- Social Media Examiner


"In his easy-to-read manual, Schaefer fearlessly tackles the complexity and controversies of social media influence."
-- BookList Magazine

"Through timely and relevant anecdotes and an accessible writing style, (Schaefer) guides both veteran social media users and laypeople through the world of social influence.  VERDICT:  HIGHLY RECOMMENDED for anyone interested in the sociological as well as the practical impacts of social media and marketing."
- The Library Journal

"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)

From the Author

How do you become powerful on the Internet -- a world that rebels against rules, leaders and hierarchy? Seems impossible! And yet people are certainly becoming influential on the web every day.  Trying to understand these dynamics and the vast differences between influence in the "real" world versus the online world led me on a fascinating journey where not all is as it appears to be! Through "Return On Influence," I take you along on the ride. It's a fun book to read filled with interesting characters, amazing stories, and the inspirational new "Citizen Influencers" who have learned to harness the power of the web and establish their own voice despite all odds. You can do it too and this book teaches you how. Influence has been democratized. This is your time, no matter where you are, what you look like, or where you live. This is a book that teaches you how to find YOUR Return On Influence. Thanks for buying my book!

More About the Author

Mark W. Schaefer, the author of The Tao of Twitter (2011 with new editions in 2012 and 2014), Return On Influence (2012), Born to Blog (2013), and Social Media Explained (2014) is a globally-recognized educator, speaker, business consultant, and author. His well-known blog {grow} (www.businessesGROW.com), is one of the most accalimed marketing blogs of the world. Mark has worked in global sales, PR, and marketing positions for nearly 30 years and now provides consulting services as Executive Director of U.S.-based Schaefer Marketing Solutions. He has advanced degrees in marketing and organizational development and holds seven patents. Mark enjoys teaching social media marketing courses and is a faculty member of the graduate studies program at Rutgers University and has lectured at many universities including Oxford and Princeton. He is a popular public speaker and has appeared in the WSJ, New York Times, Wired, Forbes, Fortune, CBS News, and many other global media outlets.

Customer Reviews

4.7 out of 5 stars
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Schaefer's book, "Return on Influence" pierces the veil that shrouds social scoring tools like Klout, Kred and PeerIndex.
David H. Rosen
What I like about this book is that it is a combination of a how-to in addition to a why-to with interesting real-life examples.
Lisa Knoxville
This is a great book and a must read for any small business owner and professionals working in the marketing and sales industry.
Scott Valentine

Most Helpful Customer Reviews

12 of 13 people found the following review helpful By Lisa Knoxville on February 21, 2012
Format: Hardcover
I am not a professional marketer but I do run a small business that is active on the social web. As everything is changing so quickly, I need to to stay up to date on the new trends, and did not know anything at all about Klout. What I like about this book is that it is a combination of a how-to in addition to a why-to with interesting real-life examples. But what makes it outstanding is that the author consistently focuses on succeeding with humanity. I am still not sure how I feel about Klout and social scoring, but now I understand it better and see the business opportunities it brings. This is the same way I did not really "get" Twitter until I read Mark Schaefer's previous book "The Tao of Twitter", (which if you haven't read you should.)
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.
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12 of 13 people found the following review helpful By GlenGilmore on February 20, 2012
Format: Hardcover Verified Purchase
In "Return on Influence", Mark Schaefer has written what will no doubt become the seminal book for understanding online influence in the Digital Age. Bringing to bear a wealth of real-world experience and understanding as a trusted leader in the corporate world, Schaefer delves deeply into the subject of influence: how to get it, sustain it, judge it, and use it.

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.
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4 of 4 people found the following review helpful By Bridgette N. Borst on July 23, 2012
Format: Hardcover
The more I learn about social media, the more I realize that I don't know (even as a so-called marketing professional). It's a monster of constant change, and if you don't keep up, you'll be eaten alive! Think of social media as a game, and the rules are always changing! Mark Schaefer's "Return on Influence" shines light on the Citizen Influencer and how the most influential people in the online world are disguised as your everyday "average Joe." ROI explains how general Facebook comments & status updates, blog posts, Tweets and much more travel across different platforms and reach millions of people each day. It's word-of-mouth marketing--*social style.* It's truly a marketing revolution, and the ingenious Mark Schaefer has it pegged in 215 pages. Newbies and experienced users alike, can learn so much from this book. It's a wealth of knowledge and surprisingly, the most entertaining "business book" that I've ever read!

I've nicknamed ROI the "Bible of Social Media."

-Bridgette
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4 of 4 people found the following review helpful By Amy Howell on February 21, 2012
Format: Hardcover Verified Purchase
Mark Schaefer's ROI is a fantastic book on social media for any reader, from the social media novice to the advanced; everyone has a lot to learn from this book. In the ever changing atmosphere of digital, public relations and marketing, a book like ROI is extremely helpful in presenting to and convincing my clients, potential clients, and naysayers the measurable value of social media. The how-to does not always tell us why we should be active participants in the conversation, but this book offers both the how-to and the why and is well worth the read.
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2 of 2 people found the following review helpful By Matty C on July 19, 2012
Format: Hardcover Verified Purchase
The Return on Influence has changed my entire outlook about social media.

Whether you're an online content producer, purveyor, or curator, or in any of the many related Social Media fields, this book is a must read.

Learn how new companies such as Klout, Kred and others are building vast data repositories from our social channels and assigning each of us scores based on our Social Media network & interactions. IN turn, this information is sold to large corporations who may use this data to propagate their brand message, sell to us, and if your score is high enough, even offer us perks.

#Influence Marketing in this form may be a new and a cost-effective method for small business to promote their brands...

Return on Influence is a strong addition to any business library!

Highly Recommended
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2 of 2 people found the following review helpful By Peter Trapasso on July 8, 2012
Format: Hardcover Verified Purchase
Mark Schaefer's book on influence is an very interesting read and a great resource for anyone who works with social media. It covers Klout quite extensively including chapters about their CEO Joe Fernandez and also features Calvin Lee, graphic designer and influencer, who is a great guy besides. Mark explains social scoring and how it can be used for influence marketing. Learn about the rise of the "Citizen influencer" and get some insight on how to raise your Klout score.

Peter Trapasso, Blogging, Social Media, Analytics, and More!
PeterTrapasso.com
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