Talking Digital Influence with Shani Higgins, CEO of Technorati Media
If you're in marketing, PR or social media, influence is a word that's tossed around more than baseballs during Spring Training. Question is, what does it really mean how do those in marketing, PR and social media, define and measure it?
For those that will be attending the Social Media Strategies Summit in Chicago this month, they'll have the opportunity to listen to our own, Shani Higgins, CEO of Technorati Media, as she discusses the Digital Influence Report.
We recently caught up with Shani and asked her about the survey, her speaking engagement as well as the power influence as a driver of marketing.
Technorati Media’s latest research study: the 2013 Digital Influence Report. It examines significant trends and topics on the business of influence from the influencer, marketer and consumer perspective.
What is the Digital Influence Report?
It's a research report that includes the perspectives of 150+ fortune 1000 brands, 1,200 consumers over the age of 18 and 6,000 influencers regarding their social media use and the latest trends in the business of digital influence.
Why did you decide to move from The State of the Blogosphere to the Digital Influence Report?
We’ve conducted our annual State of the Blogosphere since 2004, but in 2012 we realized blogs, though one of the most important pillars of social didn’t tell the entire story of digital influence. In order to represent the social landscape more thoroughly, we needed to look at all online sources of influence from three very unique and important perspectives: influencers, consumers and brands.
Based on your research, what online sources are consumers using the most?
We asked this broadly, to include everything from social networks and blogs to retail, brand, and news sites. Consumers reported using YouTube the most, followed by Facebook, Retail Sites, Google+, and Blogs.
Would it follow then that consumers share from those sources the most as well?
This area of research lead to some interesting findings. We asked this with the same broad set of options and found consumers shared from Facebook, YouTube, and blogs the most, followed by New Sites, and Google+.
Why do you think blogs ranked higher for sharing?Continued on the next page