These days in business marketing, and especially on-line, we hear a huge amount about influence. How much influence does a marketer or networker have?
In social media, some measure influence in terms of their Klout or PeerIndex score. Actually they are very crude tools, especially Klout. What they really measure is how much we Tweet or post on Facebook. PeerIndex does index blogging, but all these tools really measure is how much noise we make on-line.
It is the same with off-line networking. We may put out our message to the room and we may do so in a very loud voice. We might go to every networking meeting there is in our area and eat breakfast out every day of the week. However it does not mean we will get loads of business.
The confusion is between, on the one hand, being seen everywhere trilling our message on Twitter or over our scrambled eggs, and on the other, our networks actually listening to us and taking notice because they believe we have something to offer. It is easy to shout the loudest and most often, but more difficult to get over our message that we are people to be trusted with business.
We do not want our Tweet or a fried breakfast message being taken with more than a pinch of salt. We need to be genuine, sincere and ourselves to get that trust, don’t we/