Expertise – knowledge is gained, expertise is given
Influence – Reach (Brand*Expertise*Trust) – reach is a multiplier of influence
How many people listen? They listen because they trust you.
How to build online influence? Three rules of blogging:
1. Write like no one is reading.
2. Write when you want to write.
3. The moment you think “that would be a good blog post,” you become a blogger.
Become involved – there’s evidence that political candidates that get involved online garner more support (source?). Comment on a post, get on Twitter, etc. You’re building a community. The greater involvement you have in a community, the more people will tell you when you’re not being authentic. The best thing about a community is feedback.
Content discovery and filtering – be a human filter. If you bring people interesting info, they’ll trust you.