Audio Post: Defining Online Influence

by Mack Collier

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Hey guys, I wanted to try something different with this post. Lately I’ve been struggling to find time to get new posts up here and at The Viral Garden as frequently as I want. So I wanted to experiment with doing some audio posts like this one. I can do these quicker than writing a post, and if you guys like the format I might do one of these a week or so, and see how it goes. If you don’t like them, let me know that as well.

Thanks guys! And if you have any problem with the player or the audio, let me know!

[audio:|titles=Defining Online Influence]
Justin McCullough February 15, 2010 at 5:13 pm

I like this and the audio playback works as expected. I like the example of 75,000 followers with retweets. I agree that perception of those followers is off and getting 3 clicks from that tweet are spot on. Another key element beyond how connected the followers are, it is also a matter of the time of day and how many people are actually online to see the tweet in the stream. But your example about Shannon and her followers trusting her is also very relevant.

We should all try to work with our followers and keep a close tie, not a loose tie with them. Quality over quantity.

Nice post. Well done.
Check out the Linchpin Way btw

Mack Collier February 16, 2010 at 9:14 am

Thanks Justin, and good point about the time of day the tweets are left. I’ve noticed that certain people appear to be more closely connected to their networks. BTW it IS possible to scale, I see the same thing when Chris Brogan RTs a link of mine. I guess it comes down to how you use Twitter and how much of an effort you put into being connected with the people that follow you, and that you follow.

Ike February 15, 2010 at 5:44 pm

I like audio posts, especially when I’m too busy to write and lay out a page.

Just keep them short – and please put in a short series of bullet points so we know what’s inside. Three to five bullets, tops.
.-= Ike´s last blog ..Others are Ranting =-.

Mack Collier February 16, 2010 at 9:15 am

Thanks Ike, you’re right, I was thinking it would be a 3-minute post, and I rambled for 5 mins. And good suggestion about the bullet points, I’ll add those from now on.

Heather Villa February 16, 2010 at 7:46 am

It definitely matters how connected you are with your followers. If your followers don’t ‘know’ you, then they really don’t pay attention to your tweets or RTs. I also feel it matters how relevant your retweets are. If you’re just retweeting to retweet, then your followers are going to know that and it does nothing to build confidence in you and your niche.

I like the audio post. I’m in agreement with Ike – a short list of main ideas would be good.
.-= Heather Villa´s last blog ..Being Personal while being Virtual… =-.

Mack Collier February 16, 2010 at 9:18 am

Hey Heather! I’m still not sure how companies can determine ‘true’ influence. Recently I was referred a social media project where one of the key requirements was “At least 10,000 Twitter followers”.

We need to move past the numbers, because they can be very easily manipulated.

Tami McCarthy February 16, 2010 at 9:46 am

The content of the post is great. I like the personal delivery via audio. The example you gave about size of network and retweeting — and how that may or may not drive interaction — was very interesting and helpful. In my own practice/experience, we advocate the use of online media via social media tools along with a mix of traditional channels for optimum impact. For companies, that means targeting those on the social web with the most influence and active engagement NOT necessarily those with the highest # of followers, and incorporating traditional channels/tactics where you can generate more impressions and target consumers or prospects directly. This combination often provides a very strategic platform of not only spreading one’s message, but also helping to shape or drive online dialogue around a brand, product or service. Marketers tend to think about about ROI in concrete numbers, so as communications professionals in the digital age who are very often providing a wide range of services, we have to be cognizant of the fact that numbers do matter in their world, but we also need to help educate them on how to move beyond this type of reporting, especially when calculating success (or not) on the social web.
.-= Tami McCarthy´s last blog ..Pepsi: When Doing Good Means Getting It Right =-.

Mack Collier February 16, 2010 at 10:52 am

Tami that’s a good way to look at it 😉 I think the key is achieving sustained interest, not initial buzz. Most of the people that can deliver the buzz are more interested in promoting THEMSELVES, instead of you and your products.

Tami McCarthy February 16, 2010 at 11:22 am

That’s an interesting point. And since I am a big believer in “buzz” and actively execute it on a variety of levels and through a vast array of initiatives, I would like to add that buzz is only effective when it is, to your point on sustained interest, part of an overall strategy and proactive plan. One that when executed correctly and well, will drive more awareness and engagement in all other aspects of the marketing activity, and is handled by folks who know what they are doing and value their clients’ trust in them. I’m happy to say I’m going to be celebrating my 15th year since opening TMG. The industry has undergone a sea change, but one thing remains constant: if you love what you do, do it passionately, and do it well, you can be successful and work with people who respect what you bring to the table. We bring the buzz -focused in the right way, for the right time and audience – and a whole lot more to the mix, including our expertise on what it takes to build a sustainable brand. I’ve seen probably just as many “buzzmasters” come and go, as you have “social media experts.” As you know, we are not all equal. But, if you know how to evaluate what drives a brand and deliver results on that, then the other flash in the pan experts who are interested in themselves don’t really matter, and they won’t really get very far, right? Sadly, though, that means we will have their messes to clean up.
.-= Tami McCarthy´s last blog ..Pepsi: When Doing Good Means Getting It Right =-.

Jack February 19, 2010 at 11:10 pm

I am a big fan of audio posts. I have been using them for about six years now. They have been a very effective tool for building relationships with readers. It helps to personalize the experience.

I have received similar feedback as you got on this. Most of the time I use Google Voice.
.-= Jack´s last blog ..The Ghosts of Our Past =-.

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