Colin Lewis: Being seen as a top ‘influencer’ doesn’t make you a good marketer

You may have seen that Klout – the influence-scoring app that analysed your presence online and gave you a score about how influential you are – closed down last month.
Klout may be gone, but the social media obsession with lists of influential marketers is growing daily.
Why is this? It’s not too hard to work out: if you create some content claiming to show the top 10 influencers in almost any realm, you’re going to get traffic from that list to your site. Our natural va