Using Social Media Monitoring to Find Influencers

How to Identify an Influencer
and Other Top Tips
Georgia Tregear Brandwatch

A bit about me
© 2013 Brandwatch | www.brandwatch.com 2
Georgia Tregear
Senior Account Manager
georgia@brandwatch.com
@geeteemagee

Impact Score

Brandwatch Impact Score
Impact is a score we give to mentions, authors and sites that
reflects how much the mention, author or site is seen and shared
online.
Behind the scenes, the Impact score is comprised of:
Factor A. How much potential a mention has to be seen
Factor B. How much a mention has been viewed, shared or
retweeted

Which Metrics are used?
• We utilise a number of different metrics to calculate the above
factors, dependant on the type of post (site, author, mention etc),
such as; Kred score, MozRank and Retweets to name a few.
• We then normalise both of these factors to a metric between 1-
100 which becomes the Impact score.

Example
Impact of an Author/Site
We work out the total impact of an Author/Site by averaging the
Impact of the mentions from that Author/Site.
Eg:
• An Author creates 3 mentions with Impact scores of; 20, 60 & 80
• The average Impact from these would be 53, which would be the
Impact score assigned to the Author.
• This is important because if somebody creates an impactful post
(e.g. they get retweeted thousands of times for being "hilarious"
or insightful) it doesn't mean that the rest of their tweets are
actually impactful/engaged with.

Brandwatch
Influencer Use
Case

Foodie Query
(foodie OR #foodblog OR "food blog" OR "food writer" OR
#foodpassion OR #foodreview) AND location:uk

Authors
/ Top Sites
Component

The two main components to use:

Twitter

Authors Component
Top Tweeters

Quick Tips
Use the filters
• Filter by location
• Filter by Twitter Type
(organisation or individual)
• Sort by relevant Twitter
metrics such a number of
followers or Retweets
• Sort by Verified Tweeters to
find celebrities quickly
• Use Alerts! Go to the
mentions component and
filter by your author group,
scroll to the bottom to attach
an alert

Add Tweeter to an Author List
• Author lists can be used to filter the data by a group of influencers you’re
interested
• They can also be used to filter out your own brand and authors you’re not
interested in seeing

Blogs

Top Sites Component: Top Blogs
Key Metrics to look at:
• Impact Score
• MozRank
• Visitors per month
• Avg. time spent per month

Quick Tips
Use the filters
• Sort by number of mentions
and not just impact to find
influencers
• Use the filters to show
minimum of MozRank 5
and above
• Investigate for yourself
outside of the app
• Create Site Lists as well as
Author Lists in case there
are more than one
contributors to the blog
• Use Alerts! Go to the
mentions component, filter
by your site list and add an
alert (bottom of the filters
tab)

Demographics

What does is show you?
Demographic data about your Twitter audience and the individuals
talking about your brand
You’ll now be able to analyse the tweeters within your Query results,
both as a group and individually, including their:
• Account type (whether they are an organisation or an individual)
• Gender
• Interests
• Profession
• Location

But how?!
We have Rules which analyse thousands of names, the language
used on the Twitter account and a set number of interests /
professions
• The name of the Twitter user eg: Paul or Sarah
• The Twitter bio itself
• The language used by the Twitter user eg: ‘I’ or ‘We’

Percentages…
Demographics are there as a guide, they can’t be 100% as we cant
get enough reliable meta data to offer this yet. Here is a guide to the
% of mentions we can classify:
How much are you classifying?
• Account Type ~100%
• Gender ~71%
• Profession (12 categories) ~10-20%
• Interests (22 categories) ~90%
• Location ~100%

Percentages…
How accurate is the classification?
• Account Type ~91%
• Gender ~97%
• Profession (12 categories) ~91%
• Interests (22 categories) ~90%
• Location ~65%*
*at present if we cant classify location, it defaults to US. This will
change in the future releases.

Example

Filters are available across the
Brandwatch app

Demographics Dashboards

Quick Tips
Use the filters
• Go home and open a
demographic
dashboard!
• Use the filters
• Keep an eye out for
updates and
improvements

Key Take Aways

Top 5 #brandwatchtips
• Decide which metrics
are important to you
and manipulate your
dashboard (save and
share!)
• Make use of the filters
• Set up Author Lists
and Site Lists
• Attach Alerts to stay
on top of what your
influencer groups are
saying
• Try out Brandwatch
Demographics!

Questions?

Using Social Media Monitoring to Find Influencers

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