Because word of mouth is currently the most trusted form of advertisement, there are many opportunities for all businesses to use social media influencers to their benefit. This guide will cover why social media influencers are important and what they can add to a business's bottom line.

1. The advent of social media has changed how businesses function across all departments – from sales
techniques to marketing strategies to customer service efforts. And because word of mouth is currently the
most trusted method of advertisement, there are many opportunities online for all businesses to use social
media to their benefit. Social networks are ripe grounds for conversation through reviews, complaints, praise,
questions, etc. and having this information can only help businesses. In fact, consumers tend to believe
and trust the opinion of someone they know or a consumer review online over traditional advertising or
marketing, making word of mouth one of the most powerful techniques in business. A glowing or scathing
review from a trusted source can make a huge impact on a brand or a consumer’s purchasing decisions.
The Importance of Influencers
How brands of all sizes can benefit from identifying influencers
Twitter AccountPublishTwitter AccountInfluencers
Tip:
Influencers have the
power to influence others
based on spoken word or
opinion. Find your online
influencers!
Brands and companies should take advantage of the way social networks function. From celebrities to
experts to the girl next door, more and more people are turning to social media to voice their opinions
on products and services. These people can be considered influencers – people who have the power to
influence others based on spoken word or opinion. Here are the two types of influencers to keep in mind:
1. Top influencers by impact (those with the highest following)
2. Top influencers by volume (those who mention a brand or product the most)
Businesses of all sizes benefit from identifying influencers. There are highly influential social network users
whose opinions the public trusts, and many have a hefty following to boot. These are the brand’s top
influencers by impact – users who can act as top tier ambassadors for a brand by sharing their satisfaction
with their large and impressionable audiences. There are also social media users who are loyal to a
particular product or brand and constantly voice their satisfaction on their networks. These are the brand’s
top influencers by volume – users who mention a product or brand frequently with an audience who trusts
and values their opinions on consumer goods. With tools like Viralheat, businesses can identify the top
influencers by impact and volume and contact them directly from within the dashboard.
Let’s take a look at how three different businesses – a major brand, a local business, and an independent
music artist – can benefit from influencer identification.
Major brand – Kiehls
Kiehls, the American cosmetics brand retailer, specializes in making premium skin, hair, and nail body care
products. Considering its product type, Kiehls can reach out to its influencers and offer samples or discounts
on products for the influencers to share with their followers or try for review. In this case, Kiehls should
reach out to influencers who have the most impact as they have the potential to reach the biggest audience.
Kiehls’ top influencers by impact include @BCBGMAXAZRIA, @saks, and @SELFmagazine – all names that
would be trusted if they spoke positively about a cosmetic or beauty product.
Note:
Word of Mouth is the
most trusted form of
advertisement..
Tip:
Influencers can act as
brand ambassadors -
many have a large and
impressionable following.

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Email: info@viralheat.com
Web: www.viralheat.com
Local business – Philz Coffee
Philz Coffee, a local coffee shop in San Francisco, started in a corner grocery store and has expanded to
multiple Bay Area locations. Today Philz is known as one of the best coffee shops in the U.S. Philz’s mission
is to “better people’s day” by “serving an amazing cup of coffee and delivering really great customer service…
one cup at a time.” A company dedicated to customer service can benefit from identifying influencers by
reaching out in a couple ways - show appreciation with an offer for a discounted/free cup for being loyal
customers or reach out to express gratitude through thanks or kind words. Philz Coffee can see who some
of the most loyal customers are by seeing who mentions them most. Reaching out to influencers will help
Philz Coffee fulfill its mission.
Independent music artist – Legaci
Legaci, an independent music artist group from the San Francisco Bay Area, recently toured on Justin
Bieber’s “My World 2.0” tour as backup singers. Discovered by Bieber’s management on YouTube, Legaci
went from recording homemade videos in the living room to touring the world with one of today’s biggest
singers. Currently, Legaci is promoting a solo album and tour of their own so identifying and reaching out to
influencers is important to their marketing initiatives. Legaci should reach out to top influencers by impact as
they are trying to reach and influence the largest audience during promotion. They should also reach out to
top influencers by volume because it allows them to connect with users who are already brand ambassadors
as these users are already invested in their music and career by mentioning the brand multiple times.
Note:
Influencers play a major role
in content going viral.
Tip:
Use a tool with influencer
identification to help find
your top influencers.
Identifying the top influencers is important to businesses because it allows them to reach out to those
on social networks who can help make a difference in any campaign – whether it’s selling, promoting,
or introducing a new brand or product. Remember that consumers believe and are more receptive to
the words and opinions of individuals they trust. Reaching out to and developing relationships with top
influencers is a powerful strategy, so if you don’t know who your influencers are yet, it’s time to find out.
Tip:
Hearing directly from
your favorite company is
exciting - reaching out to
your loyal customers will
make them love you more!
About Viralheat:
Viralheat is the social media management and intelligence company that makes it easy for you to manage
social and put it to work for your business. Trusted by more than 10,000 brands, Viralheat combines social
media management and intelligence in a single platform encompassing account management, monitoring,
engagement, and analytics. With its comprehensive platform and flexible pricing, Viralheat easily scales as
your social programs and business needs evolve.