In what is billed as an experiment in influence, Fast Company recently launched a campaign to find who has real influence on the internet. However, their method left many WOMers peeved. Participants have the chance to be featured on the cover of Fast Company’s November issue, an enticing incentive indeed. To win this prize, they have to prove their influence by getting their network to click on a link.
The issue is that the system is set up to encourage spamming. That isn’t what influence is. We are influenced by influencers because they provide valuable information to be used in our decisions. It is a relationship based on respect from both parties. Tricking people into clicking on a link completely dismisses the value of that relationship.
Key Takeaway: Influencer projects don’t start with a link forwarding campaign. They start with building a relationship.
Read more at the Lithosphere (5 great articles are cited in the post)
mcasey 10:48 am on July 8, 2010 Permalink
FC should know better!
Stephanie Piche 11:03 am on July 8, 2010 Permalink
Fast Company has had a lot of “flubs” recently and lots of their writers are hacks… their quality and insight have gone backwards not forwards - grabbing headlines… It’s a jungle out there and they don’t have a strategy, they’re just shooting from the hip… or is it throwing spaghetti on the wall to see if it sticks?
Stacey Kannenberg 11:36 am on July 8, 2010 Permalink
The website link to prove your influence was beyond slow; a bit ironic from the brand claiming Fast!
Pat McCarthy 12:47 pm on July 8, 2010 Permalink
We’ll see if they learned their lesson…and if that marketing firm stays above water. I was a bit surprised myself to run across this story. They’re supposed to have their finger on the pulse of innovation, yet they so clearly missed on this campaign.
Live and learn, hopefully.
Thanks for all the comments everyone!
Pat McCarthy
WOMMA Word Editor