Understanding the Influence
ADOTAS – According to FastCompany, Pace Lattin (that’s me) is one of the top 10 influential people on the internet. However, according to me, I’m probably not anywhere around the top 10, far from it.
The reason I disagree with their entire project and, more important, their rankings is that they based influence completely on clicks. As they said in trying to excuse thier disaster, “Clicks are the currency of the Internet.” This is total and complete BS, and has no relation to real influence.
At the top was Jeremy Shoemaker, known by his fans as “ShoeMoney.” Outside the multi-level marketing, get-rich and Internet guru crowd, he’s a virtual unknown. Not to say he’s not wealthy and deserves a huge round of applause for his incredible business acumen and ability to get people to pay $5,000 to hear him teach how to make cash on the internet. However, how influential is he really outside his crowd?
In addition, in the print version the magazine ignored Shoemaker and paid attention to iJustine, a YouTube “celebrity” as they put it, and called her highly influential. Before that article, I had never heard of this blonde gal as probably had not most of the people out there.
Influence has to do a lot with who you can influence and then what the result is. iJustine has a plethora of people who watch her videos, and according to Compete around 28,000 people go to her blog on a monthly basis. In comparison Shoemoney gets around 120,000 uniques on a monthly basis and my fraud and compliance blog, IndustryPace.com gets around 20,000 people. However, those people, their actual influence and their status rank quite differently.
iJustine is mainly 18-26 kids from college reading her blog. It is a great audience, but hardly the most influential. On the other hand, Shoemoney boasts a 18-34 audience, some college education and mainly they are reading his blog from home.
My blog, IndustryPace.com is 25-34 and the majority of the people are reading it from their offices. That’s because my audience is almost all agency and advertising professionals, compared to college kids and stay-at-home affiliates.
Am I saying that I have more influence than Shoemoney? I have no idea actually, and wouldn’t dare challenge him to a duel of influence. I do know within agencies, my blog has significant influence when it comes to issues of quality control, fraud and compliance. If I post something about certain issues within the industry, people listen.
However, I’m also pretty sure very few stay-at-home moms read my blog, and my highly doubt my abilities to influence what 30,000 college gals wear or what work-from-home DVD to buy. That’s because of spheres of influence are completely different.
As a note, as part of the project FastCompany promised that the winners would be on the cover of the October issue. Instead there is a photo of Lance Armstrong.
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