[Editor’s Note: I want to thank good friend Amy Vernon for pointing out that it should have been flagged that Joe Griffin is the CEO of ClearVoice, one of the products he describes below. Joe also identifies two competing products to his own within the article.]
By Joe Griffin
Influencer marketing is the equivalent of handing over your brand microphone to someone with an existing fan base. Influencers come in many forms, but have a similar makeup. Tracking down influential, authoritative voices in your industry and wrangling them in to be part of your brand publishing band is the key to online brand amplification.
Identify the right influencers within your industry and narrow them down to the handful who can move the meter on your brand advocacy. Finding influencers within a given subject matter is becoming easier by the microsecond thanks to a new crop of online tools. Here are three to get you started:
Topsy: Using the intuitive social search tool Topsy, you can search influencers by topic. From the list of users from a search, you can view the number of mentions and click to the user’s Twitter page. Click on the influencer’s “mentions” to view the individual tweets that person posted on that topic. Another powerful feature is that if you find a highly shared link within your topic search, you can view others who shared the link, and from that list, identify those marked as “Influential.”
BuzzSumo: Research influential writers by subject matter on BuzzSumo, which displays the most shared links and key influencers for any topic or website. BuzzSumo displays other valuable info such as page and domain authority, followers and retweet ratio. Influencers are also designated as a blogger, influencer and/or company.
Joe Griffin is the co-CEO and co-founder of iAcquire and ClearVoice. In 2009, Joe co-founded iAcquire, a complete content marketing solution for brands, serving 100+ medium-to-large enterprise customers. In 2013, Joe co-founded ClearVoice, a platform, marketplace, and search engine empowering brands, publishers and writers to create, manage and promote content.