Is Your Nonprofit an Influencer?

Guest blog by Emily Rasowsky, Director of Marketing Strategy at Social Driver.

Ever been in a yoga class and hear the teacher say something along the lines of “the answers are within”? The same can be said when it comes to identifying influencers for nonprofits and associations.

In today’s social world, the term ‘influencer’ gets thrown around quite a bit. Most associations and nonprofits are searching for those key people who can lift their brand and get them in front of the right people.

What many groups don’t realize is that they themselves are actually the influencers they have been searching for.

But, wait. How do you know if you are an influencer? What do you do with this new found knowledge? At Social Driver, we’re always looking to help companies and organizations make an impact online, so we put together a quick guide to help you answer these exact questions.

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How to measure influence (Klout and Kred)

Step one in uncovering if you are an influencer is measuring how you stack up to other groups and individuals online. There are tools out there that look at every person across social media and rate how ‘influential you are’. My two favorite to look at are ‘Klout’ and ‘Kred’.

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Klout or Klout Scores, are a number assigned to each account from 1-100. A decent klout score for an ‘influencer’ starts in about the 65-70 range. However, I have seen very active and engaging tweet-ers with Klout scores in the 50 range.

Kred, similar to Klout, provides a score out of 1000 that ranks people’s influence based on their industry or key topic area.

How do they generate this metric? Both tools have a fancy algorithm that takes into account your digital footprint (including web and social media sites) and auto-generates your result. These numbers are all change-able with considerable time and effort spent amping up your social presence.

Why does measuring influencer matter?

When you have a high Klout or Kred score, this means that when you share something out, you have impact. The higher your score, the more sizeable your impact.

Think about it this way: when the Red Cross America (Klout score of 91) shares something, it spreads to more people quicker than when Red Cross Oklahoma Chapter (Klout score of 51) shares similar content.

What can you do with a high score?

Klout and Kred scores allow you to see how you’re doing in the space of digital conversations. If you have a high score, this means your reach is wide and your impact is sizeable. There are a lot of benefits to having influence.

First, it helps you spread your message quickly. If you want to get your message out to a lot of people, the higher your score the more effectively you will be able to do that.

Second, this means you can leverage your channel as a way to elevate causes, groups and companies that support your organization—this is particularly helpful when it comes to sponsorships and honoring corporate funders. Events present another great moment in time to thank and feature supporters.

Third, high influence means you can elevate donors, advocates and individual supporters. The higher your reach, the more of a ‘big deal’ it feels to be mentioned.  As brands we sometimes forget we have the power to make other groups and people feel great.

Tips on increasing your Klout score

The trick to Klout is hard work, consistent content and taking advantage of all your digital tools. If I could boil it down to three things it would be:

  1. Have good content—share things and create things worth consuming
  2. Be consistent—don’t just post sporadically, make a daily commitment to being online
  3. Ride the wave—there are always trending topics and ‘of-the-moment’ conversations. When it is relevant to you and your brand, join in. It’s a great way to get reach and grow influence.

Do Klout and Kred Scores Matter?

Right now, there are a lot of conversations on the value of these metrics. Does it really make a difference if you have high Klout? Does Kred really hold weight?

For me it boils down to one thing: an organization’s goals. Many people ask me how they can get their work in front of more people. While going after every single high value influencer may not be the best strategy, I find it interesting to look at the metric of Klout as a tool to determine who we want to target and who is shaping the conversation.

Even if our strategy means focusing on more people who have 40-50 Klout scores, that information is still valuable. These metrics still matter. Are they the end-all-be-all? No, absolutely not.

You need the ability to look at these metrics, see the story they are telling you, and develop a strategy that takes advantage of where you see opportunity for your organization.

Looking for a team that can help you develop a digital strategy to take advantage of your new found ‘influence’? We’d be happy to help.

Jeanette Russell
About Jeanette Russell

Passionate to engage stakeholders to solve technical and political issues through transformational initiatives. My deep understanding of technology, partnerships, marketing, advocacy, fundraising, nonprofits, startups and self-directed nature is my brand. I’ve created extensive partner networks, coalitions, spearheaded innovative campaigns and significantly increased revenue/funding for purpose driven ventures.

Posted in Influencers, Nonprofit

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