Engaging the Influencer on Twitter

06Jul10

How do you ensure that your limited time and resources is spent using social media effectively? The answer is not as many people often believe?

The current view is to try and engage purely with the superstars of the twittersphere in the hope that they will repeat your name/message and promote you. This is timely, expensive and rarely succeeds.

The other method I have seen used is to hit everyone who refers to a specific term. Having a search filter setup for key words and then conversing with anyone who mentions your key terms is a sure fire way to spend a great deal of time with people who have limited influence. In an ideal world, this would be great but many firms do not have the time to spend engaging with everyone. The cynical part of me believes that this approach is often used purely to hit metrics on report cards, i doubt that savvy people will allow this approach to go on for much longer.

Instead, my view is to focus on those people that are influentials. The people who create and share ideas as oppose to merely broadcast.

I presented on this topic a few weeks ago at BrightTalk – if you’d like to see my presentation you can do so below.



3 Responses to “Engaging the Influencer on Twitter”

  1. 1 ecairn

    Jonny
    Fish where the fish are – it’s common sense, isn’t it? Though I don’t see it happening often. May be because it’s more work to find the pond and the fish that could be interested in your story (not bait).
    I like the plan/listen/analyze/engage model.
    I think one dimension to really stress on is ‘communities’ (i.e: passionates/experts who are content creators and network with eachother thanks to social technologies…forming many niche and dynamic ‘peer to peer’ network). Marketers and brands have to find those communities that are a good fit (plan), listen to their conversations (with a zoom on some key topics that matters more but also take the time to wander around), analyze the community (influence, subgroups, topical experts) and then engage (comments, outreach and so on) and do it for the long run not for the quick win.
    Laurent

  2. Hi Jonny,

    I agree with most of your points (check my earlier post AR and social media: it’s the interaction stupid! but you have to include some thoughts on the content as well in your approach.

  3. Good presentation on BrightKite. I’d say not everything is common sense to all and a well rounded presentation such as yours offers something to all.


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