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What metrics do you use as a marketer to measure influence?
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Relevant Influence - Discovering and Engaging with Influencers for Effective Social Marketing
There are different metrics for different channels that measure influence. Lists may be a great indicator of influence in Twitter but are there metrics beyond "likes" in Facebook?
More importantly, context matters because the total number of lists or likes may only represent a minority of people who care about what you’re doing and who are connected to a small to medium sized core group of other people who might actually listen to them when they share your information.
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4 Answers
The numbers of Facebook "likes" might be easy to count — but I certainly would not attribute much "influence" meaning to them.
If you really want to measure a company's influence and how that changes over time, then you need to do some solid research on your target audience's specific perceptions...
Do periodic third-party surveys (via SurveyMonkey or similar) to good n-th name market samples of at least 500 people from your target audience (or as many as you need to get at least 100 useable responses back). And ask simple, direct questions, such as, "As a market influencer, how important would you say Company X is, on a 1-to-10 scale." And repeat that question for Company Y and Z — the key competitors.
Repeat that survey every 2-3 months and you will get data that's many times more accurate, meaningful and repeatable than likes or lists.
All marketers should do this. Very few do.
Al Shultz
www.alshultz.com
Wendy,
It is a very good question. Instead of making a time-consuming manual research on a prospect's influence on social media (as well as the topics he/she is influential about), I use Klout. While the results are not 100% accurate, it can quickly give an idea if you should spend more time on any given prospects.
Moreover, if you use a marketing automation tool such as Eloqua, you can use Klout's cloud connector and factor in their influence in social media to determine lead scoring.
Adem
Wendy, Appinions, a company in New York, has a new subscription service called Influencer Exchange. You can type in a person's name and learn instantly how influencial he or she is.
The algorithm uses both traditional media and social media. Full disclosure: I promote this as a compensated affiliate. The ideal candidate for this is an agency with $5 million or more a year in revenues. You can try it for 14 days for free. Learn more here: http://publicityhound.net/find-influential-experts-in-pain-or-any-topic-fast/
Let me link you to a whitepaper which will help you a lot on this subject. It will define and explain the best metrics to use for marketing. If you have any more questions feel free to contact me.
http://www.siliconcloud.com/Definitive-Guide-to-Marketing-Metrics-Analytics-R...
http://www.siliconcloud.com/contact/
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