Influence has to generate an effect – otherwise the initial action wasn’t influential! So what ‘effect’ do social media influence measurement companies purport to measure? These companies tend to have no connection to real-life sales decisions, so they measure any action they can see.
And in the case of Twitter that’s largely based on retweeting of the original message. Which is fine if that message is sent to someone who forwards it on selectively. But as we all know, that’s not the convention of Twitter users. Mass retweeting, not selective retweeting, is the norm. Read More