Social media is a required avenue for brands to engage their customers. However, social media engagement is primarily based on conversations and personalized interactions that are difficult to scale. Influencer marketing provides brands with the leverage to reach many by engaging only a few illusive influencers. This strategy depends on the accurate measurement of people’s digital influence, so brands can figure out who they need to engage. Although this spawned an exciting new industry around influence measurement, there are also many problems around influence measurement that brands need to understand.ia is a required avenue for brands to engage their customers.