#crowdlycommentary

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Dave defines influence as the “ability to motivate others to take an action.” He notes influence also incorporates elements of reach and amplification – as those with influence know key people and can communicate effectively with them to drive action. According to Dave, the way to most successfully harness influence is to create advocates out of those with influence, as WOM marketing is made even more powerful when it begins with an influential voice.

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"The rest of the blame rests with EdgeRank, a Facebook algorithm that determines what every user will see in their news feed. Based on the three variables of affinity, weight, and time decay, it is this formula that is the cause of 84% of your Facebook fans to never see your page updates. Simply stated, Facebook assumes the lack of your fans’ liking, commenting, and sharing is enough reason to not show your updates to your fans."

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“Engagement is all about consistency. You can’t be there one day and gone the next. If your resources can be more consistent across many channels, then by all means try and do it. If you spread yourself too thin, you offer an experience that changes for fans, and I don’t think they respond as well to that.” - Andrew Patterson, director of new media at MLB Advanced Media

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Interesting take on measuring social media ROI found on Mashable.

“We often approach social media like it’s the destination rather than the vehicle,” says Thomas. Marketers often want to “be on Twitter,” but don’t consider that it’s actually a communications tool and that consistent action must be taken to engage a following.

Thomas compared measuring social media ROI to the task of calculating the ROI of a business card. Conference attendees rack up hundreds of business cards, but how do you calculate the ROI of all of the business cards that you hand out at a conference?

Like a Facebook fan or Twitter follower, a business card merely represents potential — so, you can’t accurately measure the ROI of a business card, just as you can’t measure the value of a Facebook fan, says Thomas.

This concept shouldn’t seem new, though, because traditional marketing — such as email marketing and telemarketing — runs by these rules, Thomas explained. Marketers don’t ask, “What’s the ROI of this email newsletter?” Instead, they ask, “What’s the conversion rate for our email campaign?” And telemarketers don’t ask, “What’s the ROI of a phone call?” They ask, “What’s the conversion rate of our sales calls?”

Click the link above for the full article.

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Here's a great infographic put together by social media agency, Pandemic Labs as part of their 'Science of Social' series on the type of content brands are currently posting, vs what fans actually engage with.