Today I moderated a Twitter chat #SMCColumbus where we discussed Social Media Influencers.\u00a0 Here’s some of the highlights.<\/p>\n
What\u2019s a social media influencer?<\/strong><\/p>\n Short definition: Someone who is active on a social media channel who are well respected and likely to be listened to.<\/p>\n Successful social media marketing isn\u2019t simply about amassing thousands of followers, but instead precisely identifying the most influential members of your audience and recognizing them for their value. By directly engaging one influencer with exclusive opportunities, special offers, and unique content, you are indirectly engaging thousands of other people who are part of this influencer\u2019s social sphere.<\/p>\n Keep in mind, the type of friends, fans and followers a brand amasses on social media sites matters more than the number. On average, approximately 1% of a site\u2019s audience generates 20% of all its traffic through sharing of the brand\u2019s content or site links with others. And these \u201cinfluencers\u201d drive an even higher share of conversion. These very important Internet users can directly influence 30% or more of overall end actions on brand websites by recommending the brand\u2019s site, products or promotions to friends.<\/p>\n How do you measure the influence?<\/strong><\/p>\n In my opinion, it depends on the specific media source of course.<\/p>\n The most influential are not on just a single network, but across multiple networks. Just like a luxury product goes well with another luxury product, so do different social media channels. \u00a0This way they take advantage of both Reach AND Frequency.<\/p>\n How do you find them?<\/strong><\/p>\n 1. Use reporting and traffic analysis tools to find out who your most influential followers are. \u00a0\u00a0Radian6 is a good option.\u00a0 The goal is to find which individuals are most actively sharing your brand\u2019s links and messages.<\/p>\n 2. Find out what motivates them.\u00a0 Are they seeking exposure and fame?\u00a0 Do they tend to share deals and discounts? Or do they prefer to share links to your branded entertainment content, like YouTube videos, social games and contests, or informational articles?<\/p>\n 3. Engage your fans and followers around what they like about your brand and products, why they like it, what they\u2019d like to see improved, and what types of opportunities and offers they\u2019d be most interested in receiving.\u00a0 Just be authentic and don\u2019t sell.\u00a0 Because if you overly \u201csell\u201d to your influencers, you\u2019ll burn a bridge and potentially turn your biggest fans into your worst enemies.\u00a0 Be personalized.\u00a0 Be authentic.<\/p>\n What are the key mistakes when targeting influencers and how to avoid them?<\/strong><\/p>\n First, you need to appeal to them. If you want them to do something, you need to give them an idea of what\u2019s in it for them, without being offensively obvious about it. The fact is that you need their help more than they need yours, so you have to be political about it. Secondly, a canned message rarely works. If you truly want to get them on your side, you better let them know that you actually are a fan and know what they are about.<\/p>\n @MatthewRusso: A SoMe Influencer iuses their active audience to distribute timely, useful content and messages to make a difference.\u00a0 Quantity breeds quality. You have to put SOMETHING out to start engaging. Without access, no opportunity for a connection.\u00a0 Finding SoMe influences depends on the goals of a campaign. Targeted niches might be best, but sheer volume may also work.\u00a0 You never know what will work until you try it first. Then you can refine\/adjust based on feedback.\u00a0 My local presence has grown due to the in-person meetups I mentioned earlier. Connecting offline has been key.<\/p>\n @nxtconcepts: An Influencer is someone who identifies their advocates and recognizes them for their value and contributions.\u00a0 We try to keep in mind that we need Social Media Influencers help, more than they need ours.<\/p>\n @tonnishaenglish: I would measure their influence by the ppl they attract & the way they make a difference. I would rather ONE follower I am engaged with & making a difference for than have ONE MILLION & do nothing.\u00a0 Also, if you don’t know who\/what your target is, how can you aim for\/at anything? That could lead to mistake #1.<\/p>\n","protected":false},"excerpt":{"rendered":" Today I moderated a Twitter chat #SMCColumbus where we discussed Social Media Influencers.\u00a0 Here’s some of the highlights. What\u2019s a social media influencer? Short definition: Someone who is active on a social media channel who are well respected and likely to be listened to. Successful social media marketing isn\u2019t simply about amassing thousands of followers, … Continue reading Identifying Influencers. Do you know who they are in your social media channels?<\/span> \n
Here’s some additional feedback:<\/h2>\n