SKOLKOVO School of Management

Schaefer, Mark.

Return on influence : the revolutionary power of Klout, social scoring, and influence marketing / Mark Schaefer. - 1st ed. - New York : McGraw-Hill, c2012. - xviii, 215 p. ; 24 cm.

Includes bibliographical references (p. [197]-201) and index.

Introduction -- The rise of the citizen influencer -- Igniting epidemics -- The roots influence -- Social proof and reciprocity -- The seventh weapon -- Personal influence : the marketer's holy grail -- Klout and the evolution of social influence -- Controversy and turmoil -- The business benefits of social influence -- How to increase your Klout score -- The future of social scoring -- Conclusion social influence : a personal view -- Appendices -- Acknowledgements.

9780071791090 (alk. paper) 0071791094 (alk. paper)

2011052315


Online social networks.
Social media--Marketing.
Social influence.

HM742 / .S33 2012

658.8/72