Peb Yuav Tsum Tso Tawm Hu Tawm Cuam Tshuam Thaum Peb Puas Tseem Ceeb

ntxhaiv

I saw it again today… another 2012 Influencer List. I couldn't get through the entire list, though, because I was too busy raking my nails down my face and pulling my hair out. It wasn't an influencer list at all, it was just another popularity list. To be certain that we all understand the difference, let's go ahead and define the two:

  • Nrov: Nyiam, raug qhuas, lossis nyiam los ntawm ntau tus neeg lossis los ntawm ib tus neeg lossis pawg.
  • Cawv: Muaj kev cuam tshuam zoo rau qee leej lossis qee yam.

For you marketers out there, there's a huge distinction between the two. It's eyeballs tiv thaiv lub hom phiajCov. Yog tias koj xav tau ntau tus neeg mus rau saib koj cov khoom… mus rau tej chaw. Tab sis yog tias koj xav tau ntau tus neeg yuav koj cov khoom… mus rau cawv. Cov neeg nyiam lossis hom muaj ntau tus neeg uas zoo li lawv. Cov neeg muaj peev xwm lossis cov hom muaj cov neeg uas ntseeg lawv.

Nuj YajStill don't get it? One of 2012's most popular mom's is arguably Nicole “Snooki” Polizzi. On Twitter, Snooki has 6.1 million followers. Snooki has a Klout score of 88. Snooki's topics include photography, pizza, baking, the military, and shoes. Snooki's name is also synonymous with motherhood this year on many lists.

Tsis ntseeg Snooki yog nrov. But whether or not she's haub tau on these topics is arguable. People may look to Snooki for the latest in shoe styles since she's a pop icon… but it's doubtful she's going to help to influence your opinion on your next camera purchase, pizza purchase, armed force question, baking recipe or parenting question. I'm not knocking Snooki… just pointing out that Snooki is absolutely popular, but has questionable influence.

Cov teeb meem no yog cov no cawv scores and lists are not really influential at all. Listing Snooki as an influencer just isn't accurate. If I want an opinion on photography, I'm going to seek out Paul D'Andrea. Pizza? I'm going to my friend James who owns Brozinni'sCov. Ci? Kuv Niam.

You get the point. But do you notice something about my influencers? They're not famous and don't have millions of followers or fans. They're trusted because I have built a personal relationship with each of them over time and they earned my trust. I'm not discounting that popular people can be influential… plenty are. However, I am discounting that to be influential, one must be popular. That's not the case.

As a personal example, I know that I've become haub tau in the marketing technology space. I've consulted on over $500 million worth of acquisitions and investments in the last few years and provided some great direction for many companies. That said, I'm not popular in the space. You won't find me in the top 10 of too many lists and I'm not headlining events in social media and marketing. I believe, if the lists were written based on industry leadership and trust, I'd find myself ranked much higher. That's not a complaint… just an observation.

We do need to find a way to better distinguish between influence and popularity, though. Marketers need to identify influencers and invest with influencers to help share their products and services. However, marketers must also avoid wasting money on those that are simply popular and don't influence anything.

6 Comments

  1. 1

    Kuv xav tias peb xav tau qeb peb tshaj li “nrov” thiab “muaj feem cuam tshuam” uas tsuas yog “pom tau.” Kuv tsis tau hais tias Snooki yog txhua yam nrov ("nyiam, qhuas lossis nyiam") ntau npaum li nws tsuas yog pom tseeb.

    Tsaug rau sib qhia, ho, Doug!

  2. 2

    Douglas, raws li koj tau pom, peb ntawm Little Bird ntseeg tias qhov nrov ntawm cov kws tshaj lij cov ntsiab lus tshwj xeeb yog qhov zoo ntawm kev coj ua ntawm cov cawv, kev tshaj lij, thiab lwm yam. Qhov ntawd zoo li cas uas ua rau koj txoj kev xav raws li txoj kev zoo dua los ntsuas cov cawv?

    • 3

      Nyob zoo @marshallkirkpatrick: disqus! Me Noog ua qhov haujlwm zoo ntawm muab ntau qhov sib txawv ntawm cov ncauj lus uas peb tau paub kom paub txog cov influencers. Txawm tsis pub dhau lub niche muaj kev phom sij hauv kev saib cov chaw muaj koob npe xwb. Kuv xav paub seb puas muaj cov yeeb yam xws li retweets, sib qhia ntxiv, thiab lwm yam uas nthuav tawm lub peev xwm rau ib tus neeg cuam tshuam rau lwm tus coj kev ua. Muab ob lub twitter account - ib qho uas muaj ntau tus coj thiab ib qho nrog ob peb tus neeg tab sis ntau dua retweets - Kuv yuav tsom mus rau tom kawg.

      • 4

        Douglass, ua tsaug rau kev sau ntawv no. Tab sis tam sim no kuv tau mus nug dab tsi qhov no txhais tau tias: “Me Noog ua qhov haujlwm zoo ntawm muab ntau qhov sib txawv ntawm a
        muab cov ncauj lus uas peb yuav tau paub lub influencers. "

        Kuv yog Cov Neeg Koom Tes Me Me ntawm cov noog beta tab sis kuv tsuas yog tsis pom qhov no ua qhov txiaj ntsig zoo rau kuv. Pom tseeb kuv ploj ib yam dab tsi thiab hais tias ib yam dab tsi yog dab tsi koj nyob nraum tau nyob rau hauv no saib. Koj puas kam thov saib kom meej ntxiv? Tsaug heev.

        • 5

          Nyob zoo @ google-8dffa4a27cb92d8c652480f605a5a5bb: disqus - nrog Me Noog, Kuv nyiam qhov tseeb tias kev ua yog ib qho ntawm cov ntxaij lim dej thiab tias kuv tuaj yeem piv kev ua si, mloog, thiab cov thawj coj tiv thaiv kab ntawv tshaj plaws. Nws tsis tau tsim kev cuam tshuam ntawm kev muaj feem cuam tshuam sai sai, tab sis nws ua rau kuv thawb rov tom qab thiab dhau los thiab ua kev tshawb xyuas me ntsis ntawm cov nyiaj.

          Qhov tseeb tau hais, cov cuab yeej zoo li no tsis yog kev mob siab rau kev sau cov ncej no. Nws yog txhua qhov tsis tseeb nyob rau sab saum toj Influencer npe rau 2012 uas ua rau kuv mob siab. Kuv txaus siab rau cov cuab yeej zoo li Klout, Appinions, thiab Me Noog - uas sim tsim cov algorithms los muab cov txiaj ntsig zoo dua. Nws yog qhov teeb meem nyuaj heev!

  3. 6

Yuav ua li cas koj xav hais tias?

Qhov Web site no siv Akismet los txo cov kev pabcuam. Kawm li cas koj cov ntaub ntawv tawm tswv yim tiav.