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BizReport : Social Marketing : June 26, 2013

SocialTwist IDs how much influence brands have

In the social space, a brand's reach is only as important as its actual influence, and a new tool out from SocialTwist helps to identify that influence so that brands can improve social campaigns. Called the Influencer Quotient, the new tool gives brands the ability to see how their contacts influence friends through the social space; this kind of insight can then help brands create better segments for advertising.

by Kristina Knight

"We actually observe a type of 80-20 rule, where about 15 percent of all influencers drive 80 percent of a brand's desired outcomes," said Vijay Sundaram, CMO and head of Sales, SocialTwist. "We segment customers, based on measured impact, into meaningful and actionable categories that help brands build tailored strategies, like loyalty, membership, premium services, and others that value the right customers."

Rather than simply counting the number of 'shares', 'likes' or 'mentions' a social media posting receives, the Influencer Quotient measures the outreach of social audience members so that they become 'actionable influence groups'. For example, post 'likes' are scored differently than post 'shares' or mentions on Twitter and LinkedIn. Once those scores are tallied a composite score is created for each brand's members based on their actual interactions. That score reflects the consumer's reach into their social network on behalf of the brand.

Used in collaboration with SocialTwist iQ, a composite score of individual's behavior on behalf of the brand in the social space, this new tool should give brands a better idea of how their core consumer base is engaging and influencing their peers; this, in turn, may give brands better insight for how to better engage on future campaigns or events.

Tags: social marketing, social marketing tools, social networking, SocialTwist

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