Last week, one of SXSW’s stand-out business events was The Secret Dangers of Online Influence Marketing, during which a panel of experts tackled the question: Are marketers wasting time and money with today’s influence measurement tools?

The panel revealed the challenges involved in finding social media influencers and how measurement tools such as Klout and Kred can steer marketers in the wrong direction.

One of the panelists, Ekaterina Walter, author of the Think Like Zuck, reported that 80%-90% of word-of-mouth actually occurs offline. And Red Thread Thinking author Debra Kaye explained that marketers are following an old model of influence, believing online influencers have the same affects on customers as big celebrities. She pointed out that marketing professionals need to use social media to build relationships and harness communities.

Our eyes and ears on the street at SXSW report back with live tweets and pictures from the panel.  Visit us on Facebook and enter to win a set of books (Think Like Zuck, Read Thread Thinking, What the Plus!, and The Laws of Subtraction).

 

Ekaterina Walter, Think Like Zuck, Debra Kaye, Red Thread Thinking

The Secret Dangers of Online Influence Marketing panel featuring Jure Klepic, Ekaterina Walter, Debra Kaye, & Matt Hixson

Ekaterina Walter, Think Like Zuck, Debra Kaye, Red Thread Thinking

Ekaterina Walter & Debra Kaye's Book Signing