There is a hidden power in social media. It relies on capturing the interest of The Power Of Influencers a small but tight-knit group. These influencers go unnoticed because their interaction scores are misrepresented. One of Klout’s measurements relies on diversity, how many unique people mention you. So, if you have a group of 6 loyal followers then you are going to have a lower Klout score than someone with 1,000 people who rarely talk to them. We often compare sharing in social media to word-of-mouth, but when we recommend something through conversation, we don’t use a bullhorn to spread our message. These ideas mesh with what I have experienced as a blogger. That is an issue with statistics and it can convince us that working with these hidden influencers isn’t worth our time.
How to Connect With The Power Of Influencers
“Micro-Influencers” is the industry term for these individuals, but they are people like you and me. Bloggers, writers, marketers, moms and dads. They tend to be leaders of small tribes and trusted by them. They have a huge potential to promote our content and help it go viral. Here are some concrete steps to build a support network filled with these micro-influencers.
1. Use Follower Wonk Bio Search
Twitter is the #1 real-time search engine for me. FollowerWonk makes it easy to find people by information in their bio. Put in a few keywords for the niche you are targeting. See what names pop up and their influencer score. Choose people who have about the same influence as you and add them to a Twitter list.
2. Subscribe To Their Blogs
Now that you have a list of potential allies, start following their blogs. Leave comments and feedback as often as you can. Add value to the community. Share their content with your personal network.
3. Email Them
When you are comfortable enough, reach out via email. Send a brief message and tell them what you like about their writing. Give some constructive feedback, a compliment, or a suggestion for a post/series. I try to keep it to a paragraph.
4. Follow The Chain
You will not develop relationships with everyone you follow, but that doesn’t mean your work is over. Look for tribe members. Often the same group will comment on 4 or 5 of the same industry blogs. Add these leads to your list and repeat the above steps. Soon you should have a budding network of influencers who will help promote your content.
Viral Content And Small Numbers
I have always been a big believer in building relationships to create a strong foundation for your online presence. What I have not always understood is how important it was to be friends with bloggers who were at my level. New research is de-bunking the ideas that celebrities have the power when it comes to promotion. Turns out, it is many smaller groups promoting the same things.
You can make your network more powerful by leveraging what we know about the viral nature of content. I cannot put into better words than this post co-authored by Buzzfeed and StumbleUpon.
Here are a few of the main points made by Jack Krawczyk and Joe Steinberg
- “While influential people may be able to reach a wide audience, their impact is short-lived.”
- “Even the largest stories on Facebook are the product of lots of intimate sharing — not one person sharing and hundreds of thousands of people clicking.”
- “We often compare sharing in social media to word-of-mouth, but when we recommend something through conversation, we don’t use a bullhorn to spread our message.“ These ideas mesh with what I have experienced as a blogger. While it is nice to receive a Tweet from a member of the Twitterati, it has never sent me as much traffic as a tweet from a fellow small time blogger. That is why I endorse Triberr, it leverages the power of small bloggers when they group together.
Do you think that this model works? Or should we only seek traffic from those with the highest Klout scores?
Susan Silver is celebrating her third year as a contract copywriter. She has written for several online publications on the topics of social media, marketing, and pop-culture. She is a weekly contributor to the popular website 12most.com.
Author’s Website http://cirquedumot.com/
Author’s Twitter @susan_silver
Image Credit – Sean Rogers