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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
"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 20130101
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Top Customer Reviews
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.
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.
I've nicknamed ROI the "Bible of 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!
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.Read more ›
Most Recent Customer Reviews
I'm a big fan of all of Mark's books, but as Influencer marketing becomes more and more important, and the lines between social influence and offline influence are all blurred, I... Read morePublished 8 months ago by Amazon Customer
This is one of the most personal, down to earth, books I have ever read for this industry. Way ahead of its time when it was written as influencer marketing is something people... Read morePublished 8 months ago by Wade Harman
This book is about a dramatic confusion between web trafic, popularity and true Influence. Whereas it pretends to give a global view on Influence mechanims, this work is built upon... Read morePublished 8 months ago by Olivier Rivière
Before I begin this review I want to state when I review any book I personally do not like to give spoilers away. I think people should experience the book as it was intended. Read morePublished 15 months ago by tamara stevens
This book has taught me so much about social media. I was familiar with some things but I had no clue there was so much more to learn about.Published 20 months ago by Movie person
I salute Mark Schaefer for lucidly covering a very difficult topic- Influence.
Mark explains how with mathematical modeling & statistical inferences, the invisible... Read more
Mark Schaefer gives a succinct overview of what "influence" means in the digital age, and why it is important for any and all marketers to understand. Read morePublished 21 months ago by Janet S Granger