Posts Tagged ‘Jeremiah Owyang’

The Scrutiny of the Influencer Begins

Remember when social media was about quantity? It was based on the idea that social media services provided new ways to blast out messages to as wide an audience as possible.

Today, quantity seems antiquated given the focus on quality. Rather than pursue a wide reach, the social game is about targeting influencers, who can then use their reach to do the dirty work for you. The role and importance of influencers is attracting a tremendous amount of scrutiny and excitement even though it’s not a new concept when it comes to sales and marketing.

In a blog post, Jeremiah Owyang sparked a flurry of comments by talking about how Klout provides companies with an interesting take on identifying influencers but it doesn’t offer a complete view.

For all the buzz about the influencer, it is interesting to see the concept start to be scrutinized and evolve. The social media world has a bad habit of getting excited about new ideas and services, often imparting them with far more importance than they deserve simply because they are new and shiny.

Influence is no different.

For the perceived value of the influencer, a lot more time need to be spent to determine the real value these “special” people offer. Perhaps most important is whether investing time and resources to court influencers offers a bottom line benefit. It makes little sense to woo influencers when there is little return on this investment.

The problem with influencer is it’s not only a catch-phrase but a catch-all that pulls in anyone with stature. The missing element is determining the impact of this stature.

In other words, influencers may be influential but are they important?

It looks like we’re about to enter the next and much-needed phase of the influencer discussion in which companies start to get a real handle on the value of influencers and whether going after them makes sense.

Feeling Appreciated on Community Manager Appreciation Day

As mentioned on our blog earlier this week, Monday was the 2nd Annual Community Manager Appreciation Day (CMAD). The day of celebration was the idea of Jeremiah Owyang who understood that community managers are a hard working group of people that usually do more work than most people realize, so he decided to honor them. Now, the fourth Monday of January is set aside to recognize all the effort put in by these great people.

Being a community manager myself, I had a somewhat vested interest in making sure people knew about Community Manager Appreciation Day, and I can happily say they did. Using MAP, our social media monitoring and analytics platform, I took a look back to see how CMAD spread across social media.

First, I decided to take a look at some of the key conversations about Community Manager Appreciation Day. Most of the conversations pulled up seemed to revolve around thanking community managers or statements linking to articles about how to be a community manager, what the job entails and tools to help them.

A look at our buzzgraph tells a very similar story. We can see conversations about celebrating and thanking community managers. We can also see conversations about what community managers actually do including being strategists, ambassadors and the voice for brands and companies. As well, right in the center of our graph we see Jeremiah Owyang, the day of honor’s creator.

I personally witnessed some chatter on Twitter about CMAD, but when I looked at our geolocation map I found that a lot of people from around the globe were also paying homage to the community managers in their lives.

Something I found quite interesting was when I looked at the types of tweets these were. I found that there were just as many original messages about CMAD as there were retweets. I would have assumed that of the almost 4000 tweets analyzed a greater proportion would have been RT’s just passing on the message.

Lastly, from a quick look at our sentiment chart, I believe it’s safe to say that the day was a huge success.

Being a community manager can be both a very rewarding and a very trying position. A lot of us do a lot more work than most people realize, so it was really nice to see so many people recognizing that. Thank you.

So, to all my fellow community managers, I salute you, and maybe next year we can all take the day off. Oh wait, community managers never take a day off.