Identifying Influencers is an important part of social media marketing and a number of companies offer solutions. Since our cartoon this week is about Influence, I thought it would be a good time to offer a quick overview of Social Snap’s Influencer Identification & Profiling feature. Here are four characteristics that make our offering unique:
#1: You Adjust the Dials to Define Influence Your Way
Social Snap scores Influencers based on seven categories. The Global Score is an overall score, but you can view Influencers by Audience Score, Relevance Score, Brand Score or any of the other scoring categories. Even better, you can customize the Global Score by weighting the various factors in the score.
Why is this important? Because who counts as an Influencer won’t be the same for my brand as it is for yours. Here is the way I explained it last year on the WOMMA Blog:
- Joe has average reach and average influence among a small network. However, Joe’s network has extremely high value to my company. Average influence in an extremely high value network is enough to put Joe on my influencer list.
- John has high reach and influence among a very relevant marketplace of gourmet food lovers. In addition, John has mentioned my brand, (a line of gourmet nuts). Unfortunately, John has a nut allergy. Here is the context in which John mentioned my brand: “Nuts follow me wherever I go. A jar of Brandx gourmet nuts fell on my head while I was shopping in the grocery today and it very nearly killed me.” John might be an influencer in the gourmet foods category, but he probably does not belong on my influencer list.
Or, another way to put it: If I’m a new brand looking for quick brand awareness, I want to be able to locate Influencers with high audience score and relevance scores. On the other hand, if I’m an established brand with reputation vulnerabilities and a history of attacks, I might want to focus on finding Influencers with high brand and negative/positive sentiment scores.
#2: Build Profiles showing the multiple ways you are connected with Influencers
Click on an Influencer in the scoring list and up pops a Profile which includes key data such as network size and score overviews. Over time, you can build the information in these profiles, such as whether this Influencer is included on your email list, email addresses, and forum handles. You can also add the Influencer to a special Watchlist, which enables you to keep a closer eye on the Influencers that are particularly important (i.e., valuable to the brand in some way, a reputation threat, etc.)
#3: Quickly view Influencer activity to identify response/engagement opportunities
Each Influencer Profile includes a wealth of additional information that is organized into category tabs such as Brand Mentions and Recent Activity. This allows you to quickly view your Influencer’s activity, including what he or she has been saying – about your brand, about your competitor, about the brand category, etc. The Recent Activity tab allows you to identify opportunities for immediate engagement with this Influencer (which creates big time efficiencies in the flow of daily social media activity).
#4 Track Influencer buzz and integrate into reports alongside other metrics, such as site traffic
Social Snap tracks buzz among your top 100 Influencers and your Influencer Watchlists. With a click of your mouse, you can add these metrics to any custom report in the system. For example, chart Influencer buzz alongside site traffic, new visits, Facebook Reach, Twitter followers, or Social Media Assists. It’s all about connecting the dots and finding patterns in the numbers!
As always, we’d love your feedback!