My mom is funny. She joined Facebook specifically to keep up with friends and family. I think the only brand she has Liked is one of my clients. She doesn't use any Facebook features or games except for Instant Messaging.
One issue I have with the online influence businesses is the lack of connectivity to off line actions. They really just measure online and even at that in my opinion they pretty much all fail miserably because they don't know who people are. But since 99.9% of our daily communication takes place privately or in non-social networks: Email. In person. Surfing the internet. Phone. SMS Text. Media (watching TV is communication, viewing a Billboard is communication) I feel they miss so much to be effective. And I don't see this ever changing.
Kind of like telling someone to focus on reaching customers through Facebook when 9 in 10 US consumers are not reachable today via Facebook. Do you want to negate 90% of your market?
Which brings me to my loving mother. She logs into Facebook several times a day (see yesterday's 85/15 rule).She sees photos, updates, so much from people in our extended family, people we used to know back on Long Island (folks moved), and friends where they live now. She never shares this information online. But she TELLS EVERYONE in person and by phone. She is one of the 75% of people who log into Facebook and take no actions (This is a fact based on the activity numbers Facebook has published over the years) each day.
If you can reach my mom you can reach A LOT OF PEOPLE. But fact is she will never have a Klout score and no influence rating company will ever know that my mom has Uber Social Influence. Yet my mom shops til she drops. She is the exact demographic Brands need to reach. She shops online. She opens email advertisements. She reads circulars and loves sales. She even clicks digital ads regularly, gasp I know rare breed but they exist! Yet you will never find her via Klout or Peer Index or Social Media. She tells people what she bought all the time. She watches a ton of TV and goes to the movies. She is one of the most social people I have ever known. She shares all of this. But off line! She can't be reached on the Twitter or a Blog or Facebook.