How to verify the effectiveness of an ‘influencer’

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When you’re managing a brand, all sorts of people will crop out of the wood works, wanting to be brand ambassadors… in exchange for something of course. Some of these people will be legit, and you should definitely partner with them. Influencer marketing is an excellent way to build brand trust. But

Here are some tips to verify the effectiveness of your influencer:

Due diligence:

The first step you need to take is to audit their follower base. It’s all well and good to have 41 000 followers, but are they real people who are engaging? This handy free tool will help you out.

Look at their profiles:

You can tell a lot by looking at what a person posts, and how many people engage with them. You can also tell a lot by how people describe themselves in their bios. Use your professional eye to scrutinize what they publish so you can get a feel for if they really are influential.

Are they making a difference?

According to Mark Schaefer, author of Social Media Explained, you can use the free version of TweetDeck and find the person you want to check out. Next, click on his or her Twitter handle and you’ll see a profile that shows the number of Twitter lists the person is included on. Divide the number under Listed by the number of followers. Finally, divide the number of Twitter lists by the number of followers. If the number is higher than 5%, you’ve found an influencer. If the number is lower than 5%, that person is not really very influential. Source

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