The Cyber-Asylum: Measuring Impact of Online Influencers

The inmates are running the asylum. No, it isn't an epithet for Ken Kesey's "One Flew Over the Cuckoo's Nest," but rather an acknowledgment of a tough reality for communicators: Customers - once the passive consumers of brands, products and services - now are taking charge of corporate reputations by breathing fire in cyberspace, thus burning anything that comes into their paths. Of course, communications executives have tamed the wild beasts in many contexts by using digital platforms to build relationships with elusive stakeholders, but a significant challenge remains: measuring the impact these online influencers actually have. First Things First Measuring online influencers' impact is among the most elusive capabilities for communications professionals, but before they can peg this skill, they have to know who their online influencers are in the first place. There are various strategies for doing so, including monitoring the number of comments on a blog, checking Technorati rankings and quantifying the number of links bloggers publish.

Subscribe Now  |  Login

Comments Off

Deals of the Week

Get $150 Off PR News' Big 4 Conference

Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook


This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.