When I tell my group of friends that they should download an album, watch a new TV show, or read a new comic book, they generally listen.
But if I were to tell them which sports car to buy, they might laugh in my face. I hardly ever drive, I don’t care about cars, and I think spending an obscene amount of money on a car is dumb. So when they want to buy a car, whom do they turn to for advice?
We all have a circle of influence, but we may only be influential about certain topics. The same is true when it comes to social media, and identifying the people who hold esteem in specific areas can be a challenging task.
Influence boils down to three key factors:
We covered these in more detail in a 2014 post about developing your influencer strategy, and in a more recent post about measuring your influencer program. This post will focus specifically on influencer identification, and some ways to use Simply Measured to find relevant influencers quickly.
Product, Brand, Industry Conversations
The quickest place to start is by looking at the influential folks who are already engaging with your content and talking about your brand.
Look at your most engaged and most followed users:
Simply Measured’s Twitter Account Report surfaces the users who’ve engaged with your brand the most regularly, and users who’ve engaged with your brand that have the most followers.
If you want to focus your search around your brand or product hashtags, you can do that, as well.
Look at your most active posters:
In this Instagram Hashtag report, you can quickly see the users who are posting the most often with your hashtag, the most-followed users, and those who are generating the most engagement with their posts that use your hashtag. This is a great opportunity to identify folks that are already your brand influencers.
Get Outside the Building
We have a mantra on the Simply Measured marketing team that “the answer isn’t in the building.”
This mantra pushes us to validate assumptions by listening to actual humans. This is good advice for anyone looking to identify influencers on social media.
Don’t just look for the folks who are tagging your brand in every post and already engaging with all of your content (although, as I mentioned above, you may find some valid opportunities there as well). Look for folks who are driving value in conversations that are relevant to your brand, but not ones that necessarily involve your brand.
Dig into topics and categories:
With Simply Measured’s Social Listening, discover the most influential and engaged people discussing any topic of your choosing.
Filter down to the most relevant people:
Drill down to the specific themes and demographic profiles that will be the most relevant to your audience. This will help you get the clearest picture of the influencers you want to work with.
Steal from the Competition
One of the biggest benefits of social media is that there is a ton of public data. Who’s driving value for other brands that market to customers like yours?
By using any of the reports above, you can analyze your competitors’ profiles, hashtags, and mentions. Which users are generating engagement that you can pivot to your own brand? Who is respected in this conversation?
If you’re looking for more tips to build brand awareness, make sure you check out our guide, aptly named How to Increase Brand Awareness, and if you’re interested in learning more about the products and reports referenced above, request a demo of Simply Measured’s complete solution by clicking below.