Brand Consultancy 101

Brand Consultancy 101

Brand Consultancy 101

If you have been listening to the conversation surrounding social media at all, you know that targeting intelligence, influence and brand consultancy are key words and definitions. Influence is the pivot point for the whole discussion. What influence is, how to measure influence, who has influence, and why influence matters are all questions instrumental in social media arenas.

Defining influence is the crucial part of the question and remains the most difficult to resolve. In spite of our best efforts, it is still a difficult part of the equation. Contrary to popular belief, influence cannot be determined solely by number of tweets, number of hits on your blog or other such more measureable numbers. If only it were that easy! These numbers help but they do not provide all the answers to all the questions.

To come up with a reliable definition of influence, three things are needed for a successful discussion:

searching tools...how are we finding the data?

process for organzing....what are we doing with the data after we get it?

ability to interpret the information...what does the data say?

Reliable definitions come from being accurate. As with everything in life, integrity is key. Data collected and interpreted must be accurate. Objectivity is key because objectivity leads to accuracy which leads to integrity in data gathering, results and interpretations. Experience and a team approach are useful in this discussion as well. If we have the data but no ability to interpret the data, it is useless to us. A team approach is usually best.

The technology of the here-and-nowis fine. Better gathering, interpreting and discussion of the data is coming down the pike. Those who are prepared and stay in the game will be the true winners in the realm of social media, targeting intelligence, brand consultancy and influence. Are you ready?Asking the right questions is key. Realistically, the questions are still the same as they've always been, though: who, what, when, where, why and how are the core questions, that, once answered, are enough to provide all the data you need.

Influence matters. Perhaps now more than ever.

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