Jun 15 3 Ways to Incorporate Social Listening into Your Influencer Marketing Strategy
Social listening can be a great source of information when researching audience conversation and sentiment around your brand. However, the values of social listening extend beyond brand monitoring, and can be a strong asset when applied to influencer activations. Whether you’re running an influencer campaign, trying to find the latest trends in influencer conversation, or just trying to understand whether an influencer is a good fit for your brand, social listening can play an important part in any influencer marketing strategy. Here are some ways you can utilize social listening to get the most out of your influencer campaigns.
1. Strategically Identify Influencer Partners
It can be difficult to find influencers who are the right fit for your brand, and it is important to do the proper research to understand what conversations different influencers are already involved in. Creating an audience list within a social listening tool provides the opportunity to contrast and compare what key terms and phrases often bubble up to the surface within influencer blog content and social posts. This can help you to determine whether their content and voice is compatible with your messaging.
2. Isolate Key Influencer Conversations
Many social listening tools will provide the opportunity to filter a query or keyword search within the context of an audience list, allowing you to understand how an influencer or group of influencers contributes to one particular conversation. For example, one influencer may post to their blog and social channels multiple times within a day or a week, making it difficult to sort through and find conversations relevant to a particular campaign or topic. By using keyword filter to search for a particular phrase or hashtag within influencer content, I can easily find all blog and social content posted by a particular influencer or set of influencers around that topic, cutting through the irrelevant content to see what is most important to me. In addition, utilizing filters in this way allows me to get a better understanding of the volume of content each influencer has posted around a topic, the sentiment of their posts, and a breakdown of where those posts came from.
3. Measuring Your Influencer Campaigns
Social listening is paramount in helping to prove the success of an influencer marketing campaign, as social listening tools provide the opportunity to compare the volume of conversation before, during, and after a campaign. This can help to provide a baseline of brand or messaging conversation prior to running a campaign, and allows you to track direct effects of influencer marketing efforts on social conversation. Performing this exercise can also help you to determine on what channels influencer messaging was most effective, what influencers drove the strongest volume of conversation, and how audiences responded to the campaign overall.
Influencer marketing campaigns can provide a lot of value to your brand when it comes to awareness and engagement. Because of this, it is important to set your brand up for success when working with influencers, and utilizing social listening tools can play a valuable role in that process. Understanding how to vet influencers, easily filter for relevant content, and see the impact of a campaign on brand conversation can provide opportunities to garner the most important insights from an influencer campaign.
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