The Power of Influencers, Part 1

You have an email marketing list – but do you know who is on it? Not every subscriber on your email list is made equal: Some users have a greater reach than others, and it’s important that you identify those influencers and engage them on social media.

As these startling numbers from a Datasift research paper show, being mentioned by even a small number of influential users can propel your reach to an audience far larger than your original list.


Source: Datasift

A single influential user’s support causes a ripple effect when content is redistributed by their own followers. This is especially important because users are more likely to respond to recommendations from their social media streams than to other forms of advertising. image

Source: Datasift

So, are you engaging your influential users? starts with your email list and finds those same people on social media. Customers typically find at least a handful of high-Klout members on their lists, and that number can go into the thousands for email marketing lists that are in the millions. In many cases, these members are influential bloggers or journalists, celebrities or Members of Congress – in other words, people who have large audiences that you should be reaching.

As Moz explains, this is a relationship-building exercise that can take the form of one-to-one outreach (highlight added):

Find people in your industry that you respect, that are viewed as influential thought leaders, and that have a large group of followers. Start developing an online relationship with them — reach out to them and tell them how much you admired one of their blog posts, or reply to and share their posts. Be sincere and see where things lead. If you are able to establish a solid relationship with an awesomizer, consider pitching them your idea to develop personalized content for them to share with their followers. The worst thing that could happen is they say no. Big deal — we’ve all been rejected before. Reach out to the next influencer, and sooner or later one of them will welcome the attention and say yes.

image simplifies the process of finding and getting connected to these influential users. Subscribers need only glance at the Members section of their dashboard to view deep social profiles of their influential members. “Recommendations” not only suggest who to follow, but let you follow multiple influencers with one click. Whenever you search user-posts to see who is talking about a topic, click on “Influencers” to filter the results by “Klout score > 40”. Now engaging those influentials couldn’t be easier!

Our next post in this week’s “Power of Influencers” series will share 3 best practices for engaging your organization’s top influencers.