The first social media conference I ever attended was a Search Marketing Expo event back in 2007 or 2008. While it was being put on by a search-focused company, it was all about social media. I thought it would be a good place to learn and listen and see if my ideas on this emerging space could hold water to others thinking about it.

But because it was run by search folks, the roster of speakers included a bunch of SEO folks. And one of those was the founder of a little upstart company in Seattle called SEO Moz. Rand Fishkin grew that company into a rebrand to just MOZ. Today, it is one of the most successful SEO and SEM data and services companies in the world. 

I’m a customer. I’ve also taken a lot of their courses. Knowing SEO helps my day-today. I was lucky to have met Rand then and have followed him through the years.

In 2018, he left MOZ, though he’s still on the board, I believe. Now he’s started a new company that is focused on helping brands figure out what influences its prospective customers. SparkToro is a platform that scrapes public profile data from social media accounts, then analyses it to offer consumer insights to its customers. 

It’s part market research. Part data analysis. And part influence marketing platform. 

And yes, I said influence marketing platform. In fact, I even ask Rand during our conversation if SparkToro is the software version of the philosophy we talk about here on Winfluence … that we’re in the business of influence marketing, not influencer marketing. Wait until you hear his answer.

I invited Rand to chat with me over on Digging Deeper, my interview series for Cornett. But the conversation was super relevant for us her on Winfluence, too. So I’ve pulled that out and have it her for you today. 

We talk to Rand Fishkin of SparkToro about what influences people, how to find out and what to do with that information today on Winfluence.

Don’t forget to drop Winfluence a rating or review on your favorite podcast app. Also, if you’d like a deep dive on an influencer marketing topic every so often, subscribe to my email newsletter at I send it every 4-6 weeks and go deep on a topic to make your influence marketing smarter.

Want to make a future episode of Winfluence awesome? Ask your question about influence or influence marketing that you want my answer to or take on. Send me an email to [email protected]. If you’re feeling adventurous, record a voice memo on your phone and email me that file. I’ll let you ask the question right here on the show using the recording. Regardless of how you ask it, I may use your comment on a future episode or your question to inspire a show topic. If I do, I’ll send you a signed copy of Winfluence the book as a thank you!

Today’s episode is presented by Tagger, the complete influencer marketing platform. Get a demo to see if Tagger is right for you at

And don’t forget our big offer from LinkedIn! Get $100 in free ad credits just for listening to Winfluence. Go to to sign up and get your C-note for LinkedIn advertising.

The Winfluence theme music is “One More Look” featuring Jacquire King and Stephan Sharp by The K Club found on Facebook Sound Collection.

Winfluence - Reframing Influencer Marketing to Ignite Your Brand

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