Influencers in Social Media
By: Franklin Kuzenski
What is it worth when a micro-influencer wears my logo?
Social media analytics is measuring the effects of social media on your business (Thomas, 2018).
Social media listening is scanning social media to learn the reach and sentiment of your brands (Boyd, 2017). It is a qualitative way to discover the power of your brand on social media. Listening also encompasses looking for your company and product names in hashtags and message bodies and searching for competitors and terms related to your industry. Social media listening doesn’t have to be passive. You can respond directly to comments and questions about your product. You can spot and react to a crisis or perform customer service. A trained marketer can see how people are reacting to ad campaigns and events.
Social media monitoring is quantitative tracking keywords and conversion statistics to measure the success of campaigns over time (Thomas, 2018). Social media monitoring is systematic compared to listening. Social media monitoring analytics tools go beyond mere brand mentions (Perzyńska, 2017). They count the likes, shares, comments, etc. Social media monitoring empowers ad campaigns. Paid or free tools can tap databases of social media activity to reveal micro- and macro- conversions and the demographics of your audience. By deploying trackable links to share, analysts can dissect their performance and tell you the lifespan and reach of a post (Parker, 2017). With that information, you can make predictions and act on insights.
A social media influencer is a person with an audience of followers that can achieve results through imitation or direct call to action (Lieber, 2018).
An influencer can be hired or convinced to post about a product or service. Influencers can be recruited after social media listening or social media monitoring identifies them. Some people make a living as social media influencers (Milokhina, 2017). They publish content that attracts an audience by offering advice, entertainment, news, or something else that gets attention. Other influencers may not realize how popular they are or how to obtain value from their situation (Lieber, 2018). A marketer can use tools to measure a potential influencer’s reach or run experiments by having them post something and seeing how far it spreads. Being an influencer is not a permanent status. If the influencer stops delivering interesting content or alienates their target audience, their value will drop (Jade, 2016). Audiences will develop “banner blindness” if paid copy overwhelms their native content (Businessese, 2016).
Adapting analytical tools to track an influencer’s return on investment (ROI) can be challenging.
Successful influencers tend to post videos, emojis, or pictures (Chahal, 2017). Their followers can’t be relied upon to use the correct hashtags as they spread your message (Roach, 2018). Artificial intelligence can decipher spoken audio and imagery through tools called visual analytics (Albane, 2016). Visual listening extracts value from the results by examining the context of the appearance or mention and forming insights (Chan, 2017).
A new trend in social media influencer marketing is cultivating micro-influencers (Farmiloe, 2018).
A micro-influencer has a smaller audience than a celebrity but has enough trusting followers to make it worthwhile to form a relationship with. Micro-influencers have a niche, modest-sized audience, not wide appeal or a massive following (Barker, 2016). A quality micro-influencer has a closer relationship of trust with their followers. They’re in a position to respond to almost every remark and tailor their content. You can expect a much higher conversion rate from social activations (Farmiloe, 2018). If your firm can’t trade quantity for quality and corrals a stable of micro-influencers, there are marketing relationship management tools to track multi-source conversations and commissions (Criterion Global, n.d.).
Influencers of all sizes often produce other online content like blogs, podcasts, and mobile apps.
Social media marketing technology is steadily advancing. The field is ripe for new strategies to monitor engagement that goes beyond likes and shares (CVC Spin Off, 2018). Firms are still seeking the perfect way to measure the impact of their logo if it were visible somewhere such as in an Instagram Boomerang or the me_IRL subreddit.
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