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|Social media strategist B2B Lighting & Healthcare - Philips International BV.|
Influencers vs. Advocates.. but what should brands do to have success?
You should be able to spot a brand influencer very easily. They pop up regularly and say good things about your brand! When I was a community manager at Philips I had a great relationship with them over a number of years. They would answer many customer questions, and left the more difficult ones to me when they felt it should be responded to by the brand. If you are doing Social media correctly and regularly talking to your followers, subscribers, members, etc, then you will know who your brand influencers are. There are a few other ways to find your brand influencers. I list a few of them;
- Commission a Social listening survey from a competent company like Oxyme. There are many other social media intelligence companies like Radian6, Attentio, Crimson Hexagon, Collective Intellect, Sysomos etc. Radian6 actually has an influencer widget, which gives you the ability to set the factors of influence that are most relevant to you.
- The Adobe Social analytics tool enables you to integrate data from your Facebook, YouTube and Twitter channels with your web analytic data to identify the people who have brought you the most referrals, actions, or revenue.It is a very neat solution and I highly recommend it to existing Omniture users.
These two suggestions can not only find the influencers for your brand, but they can also asses how much influence they have.
For more about this topic, and to see my definition of the difference between Influencers vs. Advocates, click here http://cliveroach.tumblr.com/post/14997863066/influencers-vs-advocates
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