Why is it important to measure Influence?
Influential social media users can spread bad press about your product, service or organization at frightening speeds using social media. The more influential they are, the wider the reach they have. And with the presence of mobile phones, they need not wait until they get in front of a home computer to get the word out. If there is a complaint about a product or service or a crisis, these influencers can be a help or a real headache.
On the flip side, there are some users who may love your product, service or brand and will gladly promote you to their social network.
It is probably wise for an organization to understand who the key influencers are for their business, brands, services and products and consider how work with them to promote high levels of customer satisfaction.
What is social media influence?
Shane Gibson is an international recognized social media speaker, and author. In his article titled Assessing Defining and Measuring Your Social Media Influence Shane defines influence as ‘causing someone else to take action (internally as and personal growth or externally as in doing something)’ where the action could be:
- Passing a message on
- Linking to a Website
- Changing other people’s viewpoint
- Encouraging others to enroll in and attend events
- Solving other people’s problems
- Getting feedback from others
- Generating dialogue
- Getting press
- Influencing others to sign up for a mailing list, thereby capturing an e-mail address or contact info
The more influence a person has, the more others will follow their lead.
How do you measure Social Influence?
I recently learned of a product called Klout that measures social media influence. According to their website Klout ” uses over 35 variables on Facebook and Twitter to measure True Reach, Amplification Probability, and Network Score” with the objective of measuring sphere of influence. They create a score from 1 to 100, where the higher the score, the more influence this person has. The score is made up of 3 elements.
1. True Reach is the size of an individual’s engaged audience.
2. Amplification Probability is the likelihood that an individual’s content will be acted upon.
3. Network Influence is the influence level of the individual’s engaged audience.
What could you do if you find key influencers for your business?
1. Know who are your high priority influencers to work with.
2. Survey them.
3. Start developing relationships with them. Invite them to a ‘users group’ or ‘insiders council’
4. Assign someone to be their key liaison.
5. Get to know them as people.
6. Introduce them and have them address key product developers, management, support and service personnel.
7. Set up a review process to deliver key information to them.
8. Let them be a ‘beta’ tester for you for new products or offerings.
9. Listen carefully to their gripes and take action on them
10. Offer them some kind of incentive or reward if they reach a certain level of ‘influence’ or klout score.
11. Engage them to help you at times of crisis or new product introduction.
Customer satisfaction processes must now embrace a broader group of stakeholders. Influencers should now be included, especially those active in social media.
Do you have programs that address influencers? Fill us in on your use of influencers in your organization to optimized sales and customer satisfaction.
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