Comments on: Considering Authority vs.Influence in Online Outreach

By: Kevin Richard

Kevin Richard — Tue, 03 Jan 2012 00:42:48 +0000

Hi Dave!

Thanks for sharing Spike Jones’s link, its really solid! I agree that the current influencer system does simply work as a broadcast system and is a means of exchange rather than forming any sort of relationship with the audience you want to reach. As for many of the other issues that come along with this that’s a whole other story that could have its own discussion.

On the idea of offline influence vs. online influence I agree that an offline influencer is generally someone that will make you pause and think. I probably could have went into more depth in terms of explaining authority in that unlike an influencer (offline or on) they place themselves at a level of expertise in a community that if they give you wrong advice or do something considered wrong people will feel that they have the right to take action against them. A good example of this is a services professional such as a doctor. If they give their patients the wrong advice about something people will be in an uproar compared to someone who simply just shows up on a talk show. Their advice is taken at a higher level of trust and with that trust comes repercussions if it is misused.

By: David Fine

David Fine — Mon, 02 Jan 2012 22:11:13 +0000

Kevin,

Interesting post. If you take this Authority-Influence distinction outside of social media though I don’t think it holds up as well. For longer than not, influence has been defined as something like “generating action,” yet this is how you define authority. (If influence doesn’t cause a change in behavior or thinking, then what is it?) I think what you’re capturing here is that the term influence/influencer has been hackneyed and thus degraded somewhat by social media, or rather the companies that purport to score your ‘influence’ by measuring your social media activity.

What do you think about Spike Jones’s distinction between broadcasters and influencers? (http://askspike.com/2011/10/10/theyre-not-influencers-theyre-broadcasters/)

Regardless, I enjoyed reading this. Thanks for sharing.

By: Kevin Richard

Kevin Richard — Mon, 02 Jan 2012 05:06:49 +0000

It was great to meet you both. Having conversations with smart people is a great way to start off the first day of the new year! I really appreciate the feedback and I agree that communications where relationships and gathering people together is still very much lacking in the digital realm. As fast as things do move online old habits are also very hard to break. Sabrina I definitely need to check out Kevin Roberts work ( another K.R ha ha!) it’ll be cool to hear thoughts on Branding from his perspective.

By: Sabrina Scott

Sabrina Scott — Mon, 02 Jan 2012 04:01:02 +0000

Awesome post Kevin, and Jesse I love your comment! (And that you wrote ‘groked,’ that is rad.) I think what I find the most interesting is that perhaps the best way to obtain any real authority in today’s marketplace is to be the anti-authority – critical, honest, human. I am seeing the days of grandiose promises slowly trickle out the window (and thank god!). I think that’s one reason Anonymous has really captured the hearts of so many people, and has really been so influential within the last year – they are the true image of an anti-authoritarian authority, a consolidated brand that is incredibly successful; IMO Kevin Roberts (of Saatchi & Saatchi) would certainly describe Anon as a lovemark, the ideal type of brand, and indeed likely the only type of brand that will survive into the future.

Anyway, that’s enough from me! Lovely meeting you today, and thanks for sharing your thoughts.

By: Jesse Hirsh

Jesse Hirsh — Mon, 02 Jan 2012 03:47:31 +0000

Hey Kevin, I’m glad you groked my general message, which was absolutely focused on marketing and advertising spending. I’m frustrated by what I feel is a waste of resources as people believe in a potential but aren’t willing to really think through what that means. The potential for micro-advertising and spending that connects with micro-authorities, not influencers, and builds community, is a slow and arduous task, but one well worth pursuing for any enterprise. I think as social media normalizes this is where people will be going as the pay and spray approach becomes less and less effective and the need to build real relationships becomes paramount. Today I enjoyed getting into the risks involved in being an illegitimate authority but conversely it’s actually quite easy to be a legitimate authority and build strong ties with your audience or market, yet the spending does not yet reflect this approach. Perhaps this will change in 2012.