subject: Influence is Three Dimensional [print this page] Influence is Three Dimensional Influence is Three Dimensional
Alright. I'm gonna start out slow here. How influential would you say... oh I don't know... Julian Assange, founder of the notorious "Wikileaks", is? You'd probably say "Oh he's quite influential! He releases top-secret government documents, stirs up the political pot, and is regarded as incredibly dangerous by many nations!" Well you'd be correct. He puts lives in danger, is becoming exponentially more well-known, and is a threat to many a nation's security because he is able to acquire and release highly classified information to the general public.Now, if I were to ask you exactly how much influence Julian Assange has on the Inuit tribes of the arctic, what would you say? Well, I'd reckon you would say "not much".
The point I'm trying to make here is that being loud isn't the only dimension of influence, and you can't readily measure it by just comparing which one is louder. There are many other factors and data involved. For instance, when mixing a song you don't just blast every instrument at full volume. You have to visualize each of the instruments on a stage and decide where they are placed. If they pan across the stage. You have to decide how loud they are, what key they are in, if they are modified by any special effects. Bohemian Rhapsody had around 100 different vocal overdubs to create the harmonies heard in the song. If you taped less, if you played them all at the same loudness and tonality, if you did anything different then the song would probably end up trash.
How is this applied to influencers and influencer marketing? Well, I'm asking you. What do you think are the dimensions of influence? We know that influence isn't just a number. It's the influencer, it's the influenced, it's the platforms, it's the traffic, it's the popularity on here vs. there. It's so many different things. You need to know all the dimensions of influence before you can properly track it and it's word of mouth influence.
