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ROI-Return On Influence

Earlier this week on Twitter I got into a back and forth discussion on whether Influence could be measured with Niall Cook. Niall essentially says that:

I am reaching the conclusion that influence cannot be measured, and thus is a futile metric for exploration.

Though this may end up being a chicken versus the egg type of discussion, I decided to throw up some visual representations of my thoughts on the matter and have some fun with it. Here are Niall’s thoughts on the topic: Social Media influence cannot be measured. One issue- there is a bit of a difference between social media influence and influence… Or is there? What are your thoughts?

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2 Responses to “ROI-Return On Influence”


  1. 1 Niall Cook June 1, 2009 at 5:00 pm

    Thanks for keeping the debate going. I think it’s an important one. Correct me if I’m wrong, but what you are saying is that a whole raft of influence ‘indicators’ can be measured. With that I agree (although we can all debate whether they are the right indicators).

    But each one of those indicators does not equal influence. Influence is at best a combination of those things, and probably some other stuff too (which definitely cannot be measured). The problem I have is that I don’t see anyone trying to define that magic combination that might help us measure influence, but maybe I just haven’t looked hard enough.

    That’s why I say it’s futile. Maybe it’s semantics here but if we actually mean reach, let’s talk about measuring reach – not influence. They are not the same thing.


  1. 1 Is time-on-site a useful measure for online communities? | FreshNetworks Blog Trackback on June 8, 2009 at 8:31 am
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Marc Meyer is a Digital and Social Media Strategist at DRMG. This is my personal blog where I share observations, thoughts and opinions that are all my own.

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