The first step to reaching Influencers (who can provide a tangible lift for your brand) is learning how to single them out amidst the Internet buzz. This may seem like finding needles in haystacks initially, but a true trendsetter has the ability to make an announcement and generate a spike of activity in the digital world, similar to the wake created when a large ship passes by. These spikes can be measured in the form of how many people are in that person’s sphere of influence. Once you recognize the spikes, you can spot the Influencer creating them.
Locating these ripples in the digital abyss doesn’t require a web-psychic or a ton of intern legwork either. There are great tools that already exist that rate and categorize Influencers on the Internet. Klout®, for eg, is an excellent start but depending on it alone would not be a very wise thing to do.
Knowing Where The Cool Kids Hangout
Determining who is popular has always been a necessary and difficult task when branding, the only thing that’s changed is mediums! We know what you’re thinking.
And yes, it is kind of like high school. Except instead of counting the number of friends a person is surrounded by at the lunch table, you’ll identify how many friends, fans, or subscribers they have on Facebook®. How often are others commenting on their blog? Do they have a lot of Twitter® followers? All of these are great indicators of a person’s reach (or how many people they can digitally touch).
3 Keys to Identifying True Influencers Online:
- Make sure you look for a person who generates a tangible buzz after they disseminate something online. A genuine response within their sphere of influence means they are true Influences.
- Use the awesome and cheap analytical tools out there to measure a person’s true influential worth whenever possible. If several databases say the person have a high score, then they’re definitely worth your time.
- Always target a potential person who is fluent across various mediums (Facebook®, Twitter®, etc.) and who has a great following. True Influencers may prefer one to another, but they understand that the best way to be heard is to speak through as many channels as possible.
Once you find these Influencers, it is important to have a plan and the resources in place to build and nurture their relationship with your brand. They are after all, the potential spokesperson for your message. Our future posts will provide insights on how to maximize your outreach efforts, and what to say when you do make contact. Happy Branding!