Relawatts™

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What’s a Relawatt? It’s a representation of the “value” of an individual relationship within your relationship network. This value might be of the individual as an existing customer (i.e., their ability to positively influence friends and family to become customers) or it might be the value of the individual as a potential customer (i.e., converting them to purchasing a product). Although you’ll have to read the book to get the actual equation we use (and see it in action), below are the four “elements” that the equation utilizes to generate the Relawatt value:

  • IPRF (Individual Potential Relationship Factor)— represents the number of connections the relationship has in the digital world through their various social networks. This is a multi-faceted value that represents a count and weight. For example, an organization that has determined LinkedIn is more applicable to social networking than Facebook will ascribe a higher “weight” to the connections the individual has on LinkedIn rather than Facebook.
  • AF (Attention Frequency)— represents the number of interactions a given individual has with an organization through both social media (i.e., Facebook, Twitter, etc.) and non-social media (i.e., a blog) and is purely a factor of activity. So, no extra weight is given to writing a response versus just “liking” something on Facebook.
  • IA (Interaction Amplitude)— represents the depth of the individual interactions a given individual has with an organization. Depth illustrates not only multiple interactions in a given conversation but also the “thoughtfulness” of individual responses.
  • IS (Influencer Score) —represents the individual ’s “influencer score,” which is measured through a commercial service (such as Klout, which we use for this thought experiment).