Now that access to the high-speed Internet and free social media publishing tools are widespread, everyone can create their own content and have a voice about topics they love. The ability to create powerful content that moves through an audience is a legitimate source of influence on the web, and something that just could have happened now. Influence has been democratized!
Companies like Klout, Kred, PeerIndex, and Appinions are tapping into this powerful new trend and attempting to quantify this new source of influence — not ALL influence, but a very small, important sliver of it — Can people effectively create content that moves through the Internet and elicit a reaction (like a RT, a comment, or opening a link). This is another way of saying, “Who creates buzz?”
While assigning influence to celebrities and sports stars has been common for decades (E scores and Q scores), assigning some measure of word-of-mouth power to the masses opens up some revolutionary possibilities. As I describe in my book Return On Influence, these social scoring systems are still in the silent movie stages but the trend is significant and rapidly moving ahead.
This begs the question … Now what? What do we do with these influencers once we’ve found them? Where is the social scoring trend heading?
Here are six developments to watch for in the next phase of this fascinating marketing trend.