A new report by Altimeter Group Principal Analyst Brian Solis challenges what we think about digital influence, how it’s created, and how it spreads. The study, The Rise of Digital Influence, is a ‘how-to’ guide for businesses to spark desirable effects and outcomes through social media influence.

According to Solis, “Many companies are looking at influence backwards, unknowingly or lazily relying on scores rather than understanding how influence is actually created and used.”

The “Rise of Digital Influence” explores the emerging landscape for digital influence to provide businesses with a lens into how it’s earned and spent in social networks. The report lays out an Influence Framework and Influence Action Plan to identify connected consumers and to define and measure digital influence initiatives.

Solis evaluates the offerings of 14 Influence vendors and the report also includes case studies where brands partnered with vendors to recruit connected consumers for digital influence campaigns. Studied brands include Microsoft, Starbucks, and Virgin America.

About Brian Solis

Author of the acclaimed new book on social media and business, The End of Business as Usual, Brian Solis is principal at Altimeter Group, a research-based advisory firm. Solis is globally recognized as one of the most prominent thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis has studied and influenced the effects of emerging media on business, marketing, publishing, and culture.