PART 1The Roots of Influence

With more than 10 years’ experience leading digital and interactive marketing programs at Fortune 500 companies and some of the world’s biggest brands, Sam Fiorella has earned the right to walk into any job interview with a little swagger. But the professional marketer was stopped dead in his tracks during an interview when a manager from a global advertising firm asked him about his Klout score.

“I thought it was pretty good, a 45,” he said. “But when I told him, the guy just got this look of disdain on his face and said, ‘Oh, really,’ and that was pretty much the end of the interview. When I didn’t hear anything for a week, I followed up with him, and he told me my online influence was not sufficient for the job ...

Get Return On Influence: The Revolutionary Power of Klout, Social Scoring, and Influence Marketing now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.