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The Problem With Measuring Digital Influence

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http://techcrunch.com – Editor’s note: Dr. Michael Wu is the Principal Scientist of Analytics at Lithium where he is currently applying data-driven methodologies to investigate and understand the complex dynamics of the social Web.  Social media is a required avenue for brands to engage their customers. However, social media engagement is primarily based on conversations and personalized interactions that are difficult to scale. Influencer marketing provides brands with the leverage to reach many by engaging only a few illusive influencers. This strategy depends on the accurate measurement of people’s di (IT news)