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Return On Influence: The Revolutionary Power of Klout, Social Scoring, and Influence Marketing Hardcover – March 7, 2012
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"Mr. Schaefer's new book, "Return on Influence," is a highly readable primer on this brave new world of influence marketing."
"Social Media Examiner gives this brilliant and extraordinary book a full 5-star rating."
"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
From the Publisher
- Item Weight : 1.08 pounds
- Hardcover : 240 pages
- ISBN-10 : 0071791094
- ISBN-13 : 978-0071791090
- Dimensions : 6.3 x 0.9 x 9.2 inches
- Publisher : McGraw-Hill Education; 1st edition (March 7, 2012)
- Language: : English
- Best Sellers Rank: #640,214 in Books (See Top 100 in Books)
- Customer Reviews:
Top reviews from the United States
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Social scoring not only signifies a person's ability to influence others into taking a specific action, but represents a number that companies can leverage to find success with product roll-outs, customer service issues and a whole host of business ventures that rely on positive word of mouth.
Mark Schaefer in Return On Influence has set out to help us understand this brave new world in social scoring and uses three main pillars to get us there:
One, explain the history of influence on the web or how anyone with passion and a story can become what he terms "Citizen Influencers".
Two, describe what makes people influential on the web; which he does by relying heavily on Robert Cialdini's research found in his seminal work Influence. Schaefer's thoughts on perceived authority, consistency and commitment, and social proof and reciprocity are useful in making sense of where and how influence on the social web comes from.
And finally, he outlines the effects Klout and companies like it; that aim to quantify this influence, mean for the future of influence marketing.
Schaefer not only tells the story of influence on the web and highlights what makes someone influential on it, but at the same time offers great tips on using those same tactics so the reader can attempt to do the same.
When it comes to Klout what I thought might be a simple "praise-fest" ended up a well-measured examination of its history, its good and bad consequences for the social web and even useful tips on increasing your own Klout score.
Closing with his and other thought leader's views on the future of social scoring added impact to the overall narrative and like his earlier book The Tao of Twitter Schaefer has written a well-timed guide of the social web.
This book will no doubt be useful to newbies and pro's in many diverse and impactful ways and I highly recommend it.
The book takes you from understanding influence online and offline, to measuring the impacts of online action and authority. From there it shows you how social scoring works and where it is headed. The straight talk from Mark gives you an inside look on what top influencers think about social scoring and influence. The book brings it all together and should be in every library of people who want to grow their influence in the digital age and be social magnets.
Ross Quintana - SocialMagnets.net
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!
Top reviews from other countries
The main theme is the social measurement tool Klout and some similar systems. Klout measures the amount of influence a user has across their various platforms such as Twitter, Facebook and Google. It calculates a score based on the amount of people you have in your communities and how they interact with what you and what youvpost. The higher the Klout score the more influential these people are in their subjects. Someone with a high Klout score could start to receive perks in the hope that they will spread the word. The other advantage is in working out how they rate as a customer or as an employee.
Mark explains all of this very well. There is no messing about, he talks to the right people to get the right answers. When he talks about Klout, he has already had several discussions with the founder, Joe Fernandez.
There is some very practical information here that is useful for both marketers AND influencers. It is an intelligently written book which never attempts to baffle or schmooze. The words are clear and unambiguous. His final thoughts and predictions are, I suspect, very accurate.
I came away with a lot of good advice which will be turned into action.
The book is balanced and entertaining, and as I mentioned a must read for practitioners, marketers or anyone with even the slightest interest in what will happen with social media in the next few years. The evolution of the citizen influencer is underway, and Mark Schaefer is leading the way
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.
Mark's intelligent discussion of the pro's and con's of this controversial measurement of your personal influence is engaging and very easy to understand.
I particularly enjoyed the connections to Robert Cialdini's work on influence, it's very clear that the methods we employ to persuade and influence others are alive and well on the Internet.
I recommend this book to anyone involved in ANY form of marketing, particularly those who believe social media is a waste of time and they have better things to do... They need to read this book soon...
It's also a recommended read to all small business owners with a limited marketing budget. Read this and Mark will show you how to reach out into your market place in ways you may have thought impossible before.
Read. Enjoy. Influence.