by Brian Solis
About three weeks ago, I celebrated my first anniversary as Principal Analyst of Altimeter Group. And, it is with great pride that I mark the occasion with the release of my first official Altimeter report, “The Rise of Digital Influence.” Not a traditional market report, it was written as both a primer and a how-to guide for businesses to spark desirable effects and outcomes through social media influence.
We live in a time when social networks such as Facebook, Twitter, Google+, et al., not only connect us, they become part of our digital lifestyle. But it’s not just about how these networks help us connect and communicate with others. Whether we know it or not, our social activity now contributes to our stature within each network. New services such as Klout, PeerIndex among many others not only measure who you know, what you say, and what you do, they attempt to score or rank your ability to influence those to whom you’re connected. As a result, social network users are now starting to rethink how they connect and communicate to improve their stature within each network. And at the same time, brands are taking notice as these services also help organizations identify individuals who are both connected and relevant to help expand reach into new media and markets.
The potential for social influence is enormous on both sides of the equation. Services that rank and identify “influence” open the door to new opportunities for businesses to cultivate mutually beneficial relationships with digital tastemakers and authorities. Brands extend their reach into new networks and consumers earn recognition and reward for their online status. These new paradigms also present a number of unforeseen challenges as businesses and digital consumers alike come to grips with what influence is and isn’t.
The Rise of Digital Influence takes a deep dive into digital influence
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