Tuesday, August 17, 2010

Why Most Clout Measures Are Bullshit

I have no time for your metrics based on follower numbers and facebook friends. 

Here's why. 

If you were given the keys to a new Toyota Corolla to test drive and blog a review then you would have some authority. People with large follower numbers can retweet but it doesn't mean anything if the community has no engagement and clout. 

What if Jeremy Clarkson turned up and commented on your post?

He could have no followers on Twitter and no friends on Facebook. 

He is probably the most influential person in car marketing. 

Your metrics won't see this. 

You need to understand the complete media landscape and not rely on a computer. It can give you some pointers but can never show you true influence. 

You must understand the full media mix. 

Posted via email from cjlambert's posterous

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