New Influentials and Social Media
Posted by: Michael on: February 22, 2009
The science of influence has been in practice since 1886 when David H. McConnell founded Avon. Since then, companies like Amway and Tupperware have taken similar approaches utilizing what’s called personal proactive recommendations. That is, I know you personally, and you’re going to give me a recommendation whether I ask for it or not. It’s the most common form of influence BUT, it’s not the highest level of influence. Personal reactive recommendations are the most influential. That means I know you, and I’m asking you to give me a recommendation on your specific expertise.
Influence through social media is nothing new (remember1886), but new influentials have emerged; you may be one of them. Those are the people with blogs, Twitter and social networking sites who write whatever they think about a product, unsolicited (called broadcast proactive influence). They’re sharing what they know across the board whether they’ve been asked for it or not and whether you know them or not. This differs from classic influentials, people who use technology, but only solicit their opinion on a specific topic when asked. Which is almost never. As you may have guessed, classic influentials are more trusted than new influentials (personal reactive versus broadcast proactive).
While the utilization of classic influentials has remained stagnant, new influentials are growing.
So, what’s the problem? Well, when there are 4,000 reviews of Twilight on Amazon, and I’m not a Vampire-romance fan (except for True Blood). How do I find a review applicable to me? New influentials are using the broadcast proactive approach, and while still influential, it is one of the least-trustworthy forms of influence.
The future of influence…is putting the personal element back in the recommendation tools we use. It’s making sure that the people with the same tastes as you have their Twilight reviews displayed at the top of the Amazon book review page. It means that if you’re looking for restaurants on UrbanSpoon, that Hummingbird604’s reviews will be the first ones you see, if you know him (who doesn’t in Vancouver’s social media scene?).
This is an interpretation of Forrester Principal Analyst Nate Elliot’s presentation at Northern Voice 2009. Follow the link to purchase his report on The Future of Influence. Or follow him on Twitter.
(photo credit: qf8)
2 Responses to "New Influentials and Social Media"
2 | Parker
February 22, 2009 at 9:10 pm
I had a conversation very similar to this post a few days ago. While speaking to a friend about what I thought the future of social media would be, I suggested that it wouldn’t necessarily be JUST user reviews/thoughts submitted by anyone, but those of people whose opinions you like.
I think Stumbleupon is a great example of this, and it will be neat to see that sort of technology applied to more than just choosing which random website to visit.
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February 22, 2009 at 10:59 am
Thanks so much for the props, Michael! I am honored that people think I’m influential. I actually do have a post in drafts about the future of influence, and I am using social media as one of the case studies.
One of my research findings when I’ve studied environmental mobilizations is that the influence that environmental non-governmental organizations have is very much a function of the individuals at the helm and the personal relationships they have built through the years with government officials at all levels (national, municipal, international).
Very good post!