Ch 4 Measures of Influence in The New Influencers helps its readers understand the importance the internet has for small marketers influence on their audience. There is a mindset in the marketing world that big markets are better even if they reach fewer people effectively. By effectively I mean that the content is related to the customer and fits into exactly what they are looking for. Small markets are more efficient because they are focused on niche marketing and while they might reach fewer customers they are more likely to effectively hit their target audience causing more influence than larger markets.
Social media takes small markets to a new level. It allows them to compete with the big markets in a fashion that was not possible 20 years ago. It is possible for small markets to have a website that if not only more effective than a larger one, but also is more personable. Most of these small markets have few staffers but generate immense traffic and therefore, lots of influence.
Paul Gillin states that linking is the blogosphere’s version of feedback. Being able to track how often blogs are linked to helps show the influence a blog creates. I know I personally link to other blogs and articles, not to show that I know how to link or that linking it fun, I do it out of respect for other peoples work. This is what Gillian says bloggers do; they direct traffic elsewhere as a expression of respect for other bloggers. They show where they are getting their influence from.
One thing that Gillin pointed out that I thought of a few weeks ago is the negative influence that blogs and other sources of conversational social media generate. For example, if I blog that I absolutely hate Product A, I might get many responses from people who also hate product A. Depending on the amount of people that link to my blog that stomps all over product A, it could make out the product to be worse than it is. It other words, because of the influence social media has on the public, one blog could ruin a brand.