Finding and targeting influentials holds the promise of not only greater efficiency but effectiveness and even virality, turning your fans into advocates who tell their friends, who in turn tell their friends, and so on, and so on... At least that's the promise. There is money to be made and many vendors in the social media space promise a secret sauce to deliver influentials to the brand on a silver platter. It’s not quite that simple, considering the definition of "influential" varies greatly for each vendor. Influence, in most cases, is tied to observable online behaviors that serve as proxy for purchase influence.

Like any data, value is derived from use. There’s a rich vein of opportunity, but it requires a shift in mindset and some creative thinking. Are you willing and able to spend the time to build the relationships – or do you just want more effective advertising?

Influence Vendors

Here’s an overview of the types of vendors in this space, though with the current speed of progress this post is certain to be obsolete by the time you read it. If you are a vendor, please send me your creds and I’ll add you to the list.

1. Method: Analyze & Rank Blogs

What brands get: List of most influential blogs in your category and in the case of BuzzLogic, a solution for targeting blog readers via advertising

Easy win: Increase advertising effectiveness

Vendor example: BuzzLogic, Nielson BuzzMetrics Blogpulse

2. Method: Analyze & Rank Social Network Relationships

What brands get: target social ads to friends of brand fans

Easy win: increased advertising effectiveness

Vendor Example: SocialMedia.com

3. Method: Analyze & Rank Email Database

What brands get: Rich customer data based on social network influence and observed behaviors

Easy win: More effective CRM programs

Vendor Example: Popular Media

4. Method: Analyze and Report Names of Influentials, based on phone surveys of community

What brands get: names of individuals cited most influential on buying decision within a community, for a given topic.

Easy win: More effective direct sales program

Tagged as: personal, social web

• share