I finally wrote my first post on our company’s new blog yesterday, The true value of online influencers: It’s not about parroting your messages. I hope you’ll check it out, find it valuable, share it and join us for discussion in comments.
The post is a response to my frustration about the limited imaginations I see too often with regard to so-called “online influencers.” What do you do with them? Not just spam them and hope they’ll retweet you! But learn from them, build relationships and capture value over the long term. I know that in agency life, it’s hard to do that though. Clients pay the bills and they don’t pay for the long-term. Hopefully agencies can invest in the long term in a way that drives more business value in each short-term engagement. For example, you can charge more and land more business because you’ve developed long-term knowledge and connections in a field. That sounds more viable than charging a client for you to build those long-term assets.
One counterpoint that I think is really useful though is this, from Enterprise collaboration thought leader Greg Lowe on Google+
I think it all comes down to the industry to define the measurements that translate into $$$. Marketing has been promoting for 75+ years, these behaviors won’t change without incentive.
Something to ponder!
I’m concerned that it’s going to be very hard to define the measurements that translate value captured from learning and relationship building into money, though. Please, someone, tell me I’m wrong about that!