I’m currently working on a project looking at the measurement of online influence. Or is it influence online? Or is that influence of online measurement? The whole concept is hard to grasp. What value do these values and lists have?
First question, what do you measure and what does it mean or imply?
For example, do I have “influence” because I have almost 8700 followers as @thirstforwine on twitter, or do I have 8700 followers because I have influence?
In fact, I only have followers because a few people thought I was interesting and friendly enough that they kindly recommended me to their friends, and then these people did the same. In that case THEY have influence. I now have *some* by extension.
Some influence measurement sites/scores
If you want to look into this area, here are some sites to check out and sign up to, including my current ratings for reference and to demonstrate the variability of scores and their scales:
- PeerIndex: I have a PeerIndex score of 55 (and an ‘Authority’ score of 45)
- Klout: My Klout score is 66 and I’m a “Thought Leader”
- Twitalyzer: I have an impact score of 4.3% (which puts me in the 88.8th percentile) and I’m a “Reporter”
- PostRank: Not even sure what figures to quote, but I have 411 “Engagement Points” so far for January. Good?
What does influence mean?
I think I can encourage a certain number of people to follow links, but who are they and what are they doing? Is it just robots? Are they curious? Or am I really answering questions they have, and therefore delivering some value?
In the case of wine, should it only be measured by an ability to get bottles into consumers hands?
Influence ought to mean “creates action or change”, but how can we measure that, even just online? What many tools really look at are just a proxy for that – followers, retweets, mentions, etc.
Worst of all, are these ‘influential’ lists just self-referential? For example, the lists of ‘top blogs’ add weightings to links from other ‘top blogs’ that mean that once you are ‘in the club’ you are more likely to stay there until you make the mistake of linking to newer blogs and giving them a boost up the ladder (note; this is intended to be ironic – seems we need to be sure to qualify things these days). Once you are listed as influential, it is more likely you will be followed, retweeted, quoted, measured and interviewed and so you become more influential.
What use is it?
Once I’ve had a look at the actual rankings I will also post some thoughts on how, if at all, these measurements might be useful for anything other than stroking a few egos.
I will be working with one of the services listed above to put together a view of Wine Influencers on Twitter, providing them with a reasonably comprehensive list of wine twitterers to review. It should be fun to plug in some names to the algorithms and see what list/order emerges and then get your feedback.
Who would you say is “most influential” in wine (online, on twitter)? How do you even define it? Leave me a note to link me to you favourite list of wine twitterers and I will do my best to get them included.
UPDATE 25 January: In writing this post I realised I had not properly signed up for PostRank analysis. I have now done so and update the line above. Firstly, it is VERY confusing. I have no idea what stats mean, what is public, what is about me, versus the blog, and how it is calculated. However, it SEEMS to be extremely powerful and FREE, so I will keep looking into it. Any recommendations or help? Do you use it?
- The Klout Score, a Way to Measure Online Influence (inc.com)
- Influence Scoring Platforms Duel for Relevance (clickz.com)
- Klout – what’s your influence? (charlottebritton.co.uk)
- Don’t Irk The Influencers: The Power of Klout (compete.com)
- Five Ways To Improve Online Influence Measures (socialmediaexplorer.com)
- 3 Ways Other Than Klout to Measure Influence (oneforty.com)
- Introducing PeerIndex: A New Companion to Klout for Social Media Influence Measurement (windmillnetworking.com)
- Klout vs. the Blogosphere: What does it mean to be influential? (extanz.com)