Welcome to the EGOsystem: How Much Are You Worth?

What’s your Klout score?

How many people follow you on Twitter?

What’s your authority on Peerindex?

How are peers rating you on Honestly?

What’s your rank in Quora?

Are you tracked by Traackr?

The answers equate to a market harbinger that’s both alarming and telling…how much is your digital persona worth in today’s social economy.

We’ll explore the nuances and the impact on brands and personal brands live on stage at SXSW. Join me, Ad.ly’s Sean Rad and Arnie Gullov-Singh and Klout’s Joe Fernanez on Saturday 3/12 at 5 p.m. in Ballroom D in the Austin Convention Center.

The #EGOsystem

If Google ranks the quality of web pages using PageRank, new services such as Klout, PeerIndex, and Traackr are developing a human algorithm that could best be described as PeopleRank. Whether you like or not, we live in a social hierarchy where your every move is indexed and calculated into a score that represents your stature in a digital society. Complain all you want, but the truth is that your place within a social class system is already separated into a divide of Have and Have Not. For those who are among the digital elite, they are sought after by brands and other personalities to reward them for their social mastery. They become the new @CharlieSheen. They’re winners! And, as we see with new media talent agencies such as Ad.ly (the company that helped Charlie move to Twitter), celebs such as Kim Kardashian, Snoop Dogg, 50 Cent, Paris Hilton, as well as the new era of web celebs and the Internet Famous are cashing in on their new media fame. Twitter is the new vehicle for celebrity endorsements and as a result, Tweets are worth money and brands are lining up to sponsor them. Here’s the crazy part, they’re working and followers seem to love them.

But the opportunities you earn in the social web are just as important as the opportunities you will never see.

Our avatars carry a number, a value. To the outside world, that is our credit score. It is our net worth and it is a representation of our level of influence or lack thereof. But what the hell is influence anyway and why did I not have an opportunity to opt out of any of this?

Let me ask you something, if you had the option, would you opt out? Would you remove yourself from these systems scoring your social persona?

At this very moment, influence is harboring feelings of either recognition or resentment. It is what it is. So the question is, what are you going to do about it? Will it inspire you to push back or does it evoke aspiration and focus to change how you engage in social networks to improve your score.

See you on Saturday at SXSW to explore this important subject.

p.s. It’s now a tradition. Three years in a row, three book debuts at SXSW. During the session, we’ll also take a moment to talk about the release of my latest book Engage! Revised and Updated.


Connect with Brian Solis on Twitter, LinkedIn, Facebook

If you’re looking for a way to FIND answers in social media, consider the new Engage!: It will help

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  • Think Different

    I came to this article via a link on Forbes Online. I have to say that I don’t like the term “egosystem,” as it seems to have a connotation of narcissism. Even the definition given: “Rather than a social ecosystem, it is quite literally an egosystem where
    the entire experience revolves around you. You are at the center of

    This certainly describes Charlie Sheen, Paris Hilton, Alec Baldwin and all of the Kardashians to a T. In terms of being known specifically for one’s Internet presence, however, Paris and the K-cups might be a better example than Sheen and Baldwin, both already established as movie/TV stars and also members of Hollywood families. Justin Bieber is a different story, but unless you’re in the fifth grade (and educated at about a second-grade level), could one really argue that Beeb the dweeb is really bringing anything of merit to the table? Sure, he may have a bazillion Twitter followers/Facebook fans/Klout score of infinity, but shouldn’t real professionals try to emphasize quality over quantity?

    I don’t think businesses (especially in this day and age where the #occupy movement is demonstrating how major companies DON’T care about people at all) should continue on with the old standards of hiding behind cold steel walls, indistinguishable cubicle setups, and uniform Brooks Brothers suits, bandying about buzzwords like most people do indefinite articles and emphasizing assembly-line facelessness over individuality and creativity. But while the concept of a personally-designed, individually-customized “egosystem” certainly does have a positive underlying description, of the consumer/client/peer being acknowledged as more of a person than a number at the deli counter, I think that on the surface it seems to hint at a certain degree of unhealthy narcissism, putting oneself above others and shouting look-at-me.

    I think a far better example for the good notion of an “egosystem” would be someone like the late Steve Jobs. Certainly Apple was a cult of personality, but Jobs had far more than the consumer in mind: he also had a mission, an ideology of 1960s nonconformism and breaking apart from the cold grips of “Big Brother” as was horribly exemplified during Nixon-era Vietnam. Paris and Kim don’t sell their perfumes with their buyers in mind. Charlie Sheen’s disastrous stand-up tour wasn’t a motivational speech. It was all about the individuals rather than the audience.

    In short, Jobs got high on the “experience” of providing a service and cultivating his business. Charlie Sheen, as he readily admitted, is high on… Charlie Sheen.

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  • Renon

    Non-sense these PeopleRank indexes. I was one of the first Internet
    users (1994), was one of the first mobile phone users but do not use
    facebook to compete with others about who has the most friends and
    likes. I use twitter almost not. I certainly will have a low PeopleRank
    index. So what? A lot of people use these services (even during work
    time) and lose a lot of time with it. Are they more socialized when they
    collect friends and likes and speak about a lot of useless stuff as
    their family, friends and children? Why do we have to index everything?

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Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.

His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

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