Return On Influence – Video Interview with the Author Mark W. Schaefer

Return On Influence – Video Interview with the Author Mark W. Schaefer

We accept that there are companies who measure our credit worthiness, without questioning the validity or ethics of it. And yet, 50 years ago, Equifax, Experian, and TransUnion, did NOT even exist.

How quickly we learn to accept.

Furthermore, all 3 of these credit-worthiness measuring agencies use computer software to do it. This software is developed by Fair Isaac and Company, hence the name of your score, FICO.

Measuring influence is tricky, but humans have been relying on the influence –our own and that of others- since the dawn of our species.

To this day, it is common practice in Israel, for the Rabbi to take a newly wed couple to a local bank and request a home loan, even though the young couple has absolutely no credit history.

The Rabbi, and the community behind the Rabbi, exert a certain amount of influence and guarantee the worthiness of the young couple.

Measuring the influence online should be considerably easier. After all, everything we do online is a series of zeros and ones that can be tracked and quantified.

In this video interview with Mark W. Schaefer, the author of Return On Influence, we discuss online influence, inspiration, Robert Cialdini, culture codes, and much, much more.

Dino Dogan

Global Force for Badassery | Founder of Triberr | Refugee from Bosnia | Writer for Technorati | Speaker | Lousy Martial Artist | Pretty good singer/songwriter | Hi :-)

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  • Christina Majaski

    Well it was long as hell but worth watching. Amazing interview and looking forward to checking out Mr. Schaefer’s book.

    • Dino Dogan

      There is a long tradition of claiming bragging rights by those who leave the very first comment. And now, in addition to bragging rights, you also win a copy of Return on Influence.

      Expect McGraw Hill people to contact you this week :-)

      • Christina Majaski

        Hey I thought you were joking but I received the email this morning. Thank you so much Dino and Mark!

        • Dino Dogan

          I never joke in comments…ummmm…scratch that :-p

  • Danny Brown

    The FICO comparison isn’t an apt one, since these guys are all heavily regulated and must (by law) change your history and correct any misinformation. Klout, on the other hand, doesn’t need to do anything – they’ll just continue to inflate the numbers by setting up faux profiles. Maybe they gave the same idea to Google for Plus…

    • Dino Dogan

      Right you are….I only meant that FICO score and our online influence score are both measured, and measured using software.

      Credit industry has had the time to mature, so who knows, maybe 20 years from now Klout will be just as regulated, tho I think Klout is fundamentally flawed to the point where they probably wont survive to see the day. 

      • Danny Brown

        Haha, I was going to say, do you really think Klout will be around, but you beat me to the punch, mate. :)

  • Steve Hughes

    Well done Dino….Influence, Publishing, and Blogging all wrapped into one…Does Danny get an electrical shock when someone speaks positively about Klout? :) Great points about how we are measured by many companies today and we don’t have a clue.  Also agree with Mark’s point on transparency.  Klout, Google, Facebook or any other company have no obligation to share their secret sauce. Why should they? Get with the program people. Have a good one Dino.

    • Dino Dogan

      Whenever anyone mentions Klout, @dannybrown:twitter  has to sacrifice a sheep…he knows what that means lol (hint: search danny brown sheep expert #NoJoke :-)

    • Danny Brown

      Hi Steve,

      I’m all for trying to understand behaviours, impact on reach and more. I just give more credence to actual behavioral science (a great company in the U.S. currently working in this area) versus the faux behaviours and analysis that Klout “offers”. :)

      • Steve Hughes

        Hi Danny,

        I respect your view and love your work.  I just always smile when I see pro article on Klout, especially from someone prominent, I know Danny and Juri aren’t far behind.  Pinterest has replace Klout this year, but without the hate.  Have a good one DB.

        • Danny Brown

          Probably because Pinterest hasn’t created any fake profiles, abused the privacy of minors and doesn’t purport to be “the standard for online pictures”… ;-)

          Cheers, mate, you too!

  • Robert Dempsey

    I purchased Mark’s book because I’m curious to see what he has to say, and I’m looking forward to reading the Klout bashing chapter as I did a lot of that myself. I’m still not convinced enough to join Klout again and am happy I opted out. I spend quite a bit of time on social media however building a business that will last for decades to come takes a bit of time :)

    I can however understand Mark’s standpoint because of who his clients are – brands. When looking at it from the perspective of a large company that is ill-equipped to create personal connections with customers (meaning one-on-one rather than brand-to-one) it makes sense. They need shortcuts, which they are happy to pay for.

    I’ll reserve the rest of my judgement until I finish his book.