The concept of influence is one of the most controversial in communication and marketing. Which is to say that someone is influencer? According to WOMMA – (Word of Mouth Marketing Association) – the influential definition is something as simple as: “a person who has a reach or impact of their opinions greater than average in a given market”.
In the context of digital communication, where the media is structured on a network and easily spread, the idea of influence is central: brands need to relate to the influencers positively. If a brand detractor is also influential, the organization may have many problems!
There are several answers to this question. One of the most practical solutions to find influencers is using Klout Score. Launched in 2008 by a start-up in Silicon Valley, the Klout score is a measure of the potential spread of a profile in social media. From data from Twitter and other social media (if the user connect the Klout on the site), is an algorithm applied in all profiles found. The system measures actual reach, amplification and network impact to result in the score.
BrandCare automatically collects the Klout score of profiles, allowing this index to function as a “shortcut” to analyze the data, allowing the user to view first the most relevant profiles. In the chart below, the Audience tab on the dashboard shows you the list of Biggest Influencers by Sentiment:
Klout score is polemic because the definition of influence is quite controversial. The system algorithm analyzes amplification and potential dissemination of the profiles, but influence, strictly speaking, is much more than that, is it not? But the index is nonetheless useful as a shortcut, a heuristic view.
Another metric that we recommend to analyze influence is the In degree . In our innovative feature of social network analysis, the In degree metric means the amount of connections (between mentions and retweets) that a profile received on a network. In the screenshot below, for example, the News paper profile OGlobo stands out for having received 436 connections in the analyzed period:
Although the indexes and metrics help to find out who are the influencer, qualitative work is always important. Set well defined components of influence is essential for the analyst to be able to distinguish popularity and visibility of influence. In the document “The Rise of Digital Influence,” the expert Brian Solis shows that the influence is composed of several attributes around the of pillars of, reach, resonance and relevance. Besides Popularity is also essential to see qualitative attributes as well Authority, Trust, Amplitude and Proximity.