How relevant are digital influence scores?

As the primary independent online publisher in your  locality, how much should you be concerned about your digital influence? The Internet is abuzz with services like Klout, Cred and PeerIndex each one sounding the alarm, broadcasting how important it is to rank high in its services.

But how relevant are these ranks really?

“The hyperlocal people have to focus on one thing, their hyperlocality,” said Peter M. Zollman, founder of the AIM Group, Orlando, whose expertise is classified ads and interactive media strategies.

Because they operate online, it’s easy for hyperlocal publishers to be distracted by the latest digital tools, Zollman said. But ultimately that works against their prime advantage — that they are place-based.

“I have nothing against any of those tools,” Zollman said. But there is more urgent task at hand. “Find your niche. Find your voice. Serve it well and then sell like hell.”

The indie online publisher is better served by engaging with the custmers and the advertisers on the ground. “Post three more pictures and post more news,” Zollman said.

In a recent post, ““The Rise of Digital Influence,” Brian Solis outlined some of the reasons why the 14 influence software vendors are useful for large brands. The curious publisher can check out the latest corporate thinking there.

These tools might be help an indie publisher better understand his or her audience , but it stands to reason that an indie publisher doing his or her work on the ground knows who the influencers are.

Ultimately, “The revenue equation comes from one very small thing – selling,” Zollman said.

Sally Duros is a social journalist working toward the next generation of successful, credible online newsrooms. Connect with her on  and on twitter at saduros.



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