Though most marketing executives (84%) agree there is a correlation between one's ability to drive action (influence) and one's reach, 90% draw a clear distinction between influence and popularity, and cite the quality of content as the most important factor in building influence online, according to a survey from Vocus and Brian Solis.
Fully one-half of surveyed marketing execs say creating, posting, and sharing compelling content is the single most important action people or brands can take to increase their influence online, followed by authenticity (31%), and depth of conversation (10%).
Online fame (1%) and connecting with famous people (2%) are significantly less important to marketers.
Below, other findings from the study titled Influencer Grudge Match: Lady Gaga versus Bono, by Vocus and research partner Brian Solis.
What Generates Measurable Outcome, Influence?
Most marketing execs equate influence with the quality of connections to a given network: 57% say an individual with a tightly focused network of friends, followers, and fans would likely have a more measurable effect on outcomes than a person with a larger number of loosely connected friends, followers, and fans.
Asked to consider which factors contribute to making a person or brand influential, marketing execs cite the following:
- Quality (vs. quantity) or focus of the network (friends, followers, fans): 60%
- Quality of content: 55%
- Capacity to cause measurable outcomes: 55%
- Depth of relationships: 40%