Everyone is an influencer

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Lately, I have noticed that when it comes to tracking your buzz a lot of companies are only focused on tracking the so-called influencers. The problem that I have with this approach is that today, everyone is an influencer. You never know at any given time who can influence who and in what way. The barriers to publishing online are so low right now that anyone at anytime can damage your reputation, and they have a number of channels they can use to do so. That is why it is important to track everything and everyone, not just the influencers.
It is as if these companies only think that if a blog has a certain number of readers they are worthy of your attention. I am here to tell you that this is absurd; you should track everything and everyone because you will never know who can influence others until it is too late.
Do you think that AOL ever thought Vincent Ferrari was an influencer? I’m guessing they never even knew the guy existed until it was too late. Had they been properly tracking their buzz they could have addressed the issue before it escalated beyond control. I am not saying that AOL is only watching the influencers because I honestly have no idea, but I do know that they clearly did not track and manage their buzz effectively. What happened to them was every company’s worst nightmare.
Even if someone does not have a popular blog, or they are a well-known name, they are still an influencer. With sites like YouTube, MySpace and Digg that have audiences of millions of people that are reachable at anytime, all one needs to do is shout through the megaphone and people will hear it, loud and clear. Once that happens it won’t be very long before all-hell breaks loose.
The point I am trying to make here is that everyone is an influencer. Information can spread so insanely fast right now that you need to track everything and you need to track it closely. Forget about buzzwords like “influencers” and realize that today, everyone’s voice is important.

Cameron Olthuis

Cameron Olthuis

Cameron Olthuis

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