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ARF Social Media Insights: Can Social Media Effectively Track Influence

July 13, 2010

by Lynne d Johnson

There's an ongoing debate about whether influence can be tracked via social media. At its core, the issue revolves around the lack of a common definition for influence. I'm on the side of quality over quantity, where influence is more about overall impact than number of followers or fans, or even clicks. There are definitely instances where quantity will trump quality, and in the advertising business those instances happen far more often because we measure in terms of ROI. Is social media helping us shift away from this kind of thinking?

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