An intriguing post on the Heinz Marketing site recently addressed one of the major components of social influencer engagement. Or in other words, how do you get “the popular kids” on social networks to let you into their circle?
This article notes the power of Twitter to provide significant interaction with B2B organizations and marketers. While there are a number of other platforms that enhance the power of the tweet, Twitter’s role is unequaled in terms of influencer engagement. (We see this with our telecom and IT clients all the time – Twitter is the fastest moving platform, allowing us to quickly gain traction.)
Understanding the Influencer
There is no single definition of an influencer, but the article provides a working description. An influencer is “a thought-leader, a decision-maker—someone whose sphere of influence far exceeds your own and is both strong and widely-received.”
There are a number of ways to identify and engage these individuals. Some ideas and tips include:
- Start with a Google search within your industry. (The article doesn’t mention it, but LinkedIn is also useful for this.) Use keywords like “Top leaders in telecom / IT / cloud industry.” (Hint: also search the vertical markets you target.)
- Follow those you identify on Twitter, especially using the drop-down option of “similar accounts” that shows up when you select an individual’s profile page.
- Among other steps, the author recommends you create a Twitter list that you continually update.
Achieving Effective Social Engagement
Once you have identified your target influencers, there is a clear path for achieving visibility and engagement with those individuals. This includes actively posting on their comments and content and retweeting selective content. Once you have gained visibility, create a way to engage that is mutually beneficial for you and the influencer. Remember, the law of reciprocity is alive and well in social networks, so a great way to start is by giving public “kudos” to your targeted influencers.
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