Digital influence in social media: a video to better understand what’s going on

by Laurent François

The Online Media from RealWire on Vimeo.

I’ve seen this video on my boss’ blog (boss blog sounds like an alliteration, doesn’t it? 😉 ). It aims to summarize the diverse issues of digital influence in social media.

Nonetheless, some thoughts:
ROI tools seem not enough powerful for clients, moreover if you have to justify budgets in an economics of recession

probably too “consumer issues” oriented: it’s all about audience, awareness, traffic, “buzz”, whereas when it comes to influence, it’s most of the time about engaging the right people to make them understand / agree / support deeper messages. Probably because consumers are sexy, and citizens aren’t ?

More about ROI in social media:

Mark Emery: “My point is that ROI, like love and a winning poker hand, isn’t exactly predictable. In the long-term, most people find love, and, if you play poker enough, you’ll even get rockets.”
Kyle Lacy: “Use the tool for what it’s worth. It is extremely possible to start mixing social media marketing into your traditional marketing campaigns and further the power of your marketing arm.”

One Comment to “Digital influence in social media: a video to better understand what’s going on”

  1. Hi Laurent

    Firstly my apologies that my French is not sufficiently good to respond in depth and hence the comment on your English language site.

    Thanks very much for featuring the video on your blog. Your comments and those of Eric are well made. We were trying to produce something that would give a succinct overview of the online media to help when explaining the online world to those who are still more focussed on traditional offline media. This was a great challenge within 3 minutes and we have had a lot of positive feedback. However a number of people now have raised the point that the passage about influence and measurement is still an oversimplification. With hindsight I completely agree. I have covered my response to this issue more thoroughly in the comments on the following post so I won’t take up any more space on your blog :-)

    We are now considering whether we could make some (slight) revisions to the language used in this last section to give a more accurate picture.

    If you or Eric have any suggestions – within the constraints of the 10-11 seconds of time available :-) – I would be very interested to hear them.

    If we do update the video I will let you know.

    Thanks again for taking the time to give us your feedback. We appreciate it.


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