When Influence Happens - Keith Privette Home / Business Analysis / When Influence Happens

When Influence Happens

So I was reviewing my google analytics, yup bad boy livin on the edge! I was in there last week asking the ever present question “How are my blog posts doing across the intertubes?”  One thing was glaringly obvious having someone ReTweet your blog post that has MAJOR influence on and offline will attract people to your site.  Now I am not saying you blog to have people with high online influence ReTweet or Share your posts across the internet.  What I am saying is if you are blogging you need to be plugged into the social dynamics of what happens online when this does happen!

So here is an example. I wrote a post about hiring a Business Analyst on the marketing team was blasphemy and it caught the attention of someone that is highly influential online and someone I highly respect. This post was done on July 2010 and based on the actions taken by this person remains high on my pageviews list.  The reason I use this as an example, is because it is the only post that has been sent through the intertubes by someone with some major online influence:

Blog Post Influence

Just to prove that this person has influence I screen grabbed this person’s Klout score:

Klout Score of Person RT's the above Blog Post

The reason I wanted to make this post is to give people something to think about when putting their content, ideas, discussions and they choose to ignore, not be aware of or bad mouth the current set of measurement tools. Are these measurement tools the end all be all, No.  Are they the most accurate, No.  But you have to pay attention when actual results happen!

Was I happy that this post got picked up and RT’d, Shoosh Yeah! I would be lying if I said No, sorry I like the oxytocin, we all do (no not that one this one)!  Has it resulted in the goal I had set out with when I started blogging (I still don’t consider myself a “blogger”) at this point no, but this has potentially helped, time will tell.  So I suggest take a few minutes and review your google analytics and see what action correlated to your highest pageviews.  A second suggestion is to use annotations to when you make blog posts, this makes for easier review later. You can also use it to leave some notes about actions that were taken that increased traffic tweets, RT’s, @replies, comments, status updates, etc.

Peer Index of RT'er

Are  you running a corporate blog within your online strategy?  Turn the business folks loose into google analytics, seriously!!!!! They will be a huge asset in the analysis of online activity captured in your google analytics. Give the business folks the opportunity to play around with the results from the actions they are taking (hopefully you have the business folks helping you blog, not just your community manager or social media manager) and this will further show some non-financial activities lead to true financial activities like sales, customer retention, reduced attrition rates, customer development, cost reductions in spend, etc.

On a side note this blog post was picked up organically.  I wrote it, tweeted it and it was read and RT’d by this person with no DM, email, or @reply to help out.  To me this proves you put out good content, people will share without being asked or paid to do so.

  • Keith –

    This is an interesting snapshot. And I’m not super bullish on things like Klout *alone* to determine measures of what I would consider “true” influence (or rather, one’s ability to inspire a relevant and potentially useful action by someone). Lots of folks will argue with me on those points and that’s not where I’m headed here.

    Instead, what I’ll point out is the notion of relevance. I’d be willing to bet that the person that tweeted that post also had some sort of connection to the topic; either it’s the kind of discussion that others look to him or her for guidance on, they’re engaged in similar discussions, etc. So because your post was closer to their event horizon, it was likely a much better bet that their followers would trust that their filter on a good post wouldn’t steer them wrong.

    Would that tweet be something about, say, home improvement or bike racing or something that isn’t typically associated with that person? I doubt the results would be the same (though I’d be curious to see). Influence is definitely contextual and relative, which is why all of the variables are so very fascinating.

    Good thought starter, Keith.


    • Yes Amber good point about relevance! You make an interesting point on relevance in regards to activating actions based on established trust. As we both know that trust takes a bit more time than quarterly!

      That would be interesting about posting something out of leftfield to see the analytics of effectiveness. Wonder how many of the discussions would be “Where the hell did this post come from?” or “Wow I had the same issue or offer up suggestions or this is what I did”, which starts a whole new trust path. Which is pretty cool!

      Thanks for stopping by and keeping the conversation going!

    • New thought! Wonder if there was a relevance factor to me click button on comments like in disqus so you could at least start tracking and analyzing this information. Now some could argue that the Like Button or the RT does this, but does it really.

      Relevant: 1-2-3-4-5

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