Another problem is that  brands primarily look to comScore/Nielsen ranking for identifying and selecting influencers. Brands are flocking to Facebook but are overlooking the significant opportunities and value that bloggers bring to digital marketing initiatives, according to the T echnorati 2013 Digital Influence Report. Technorati is not the voice of blogging authority that it once was, but each year the advertising network publishes a report that is required reading for internet marketers. Brands tend to use reach metrics which often are no measure of influence. Related articles.