Tracking key people in social used to be quite a process. You’d have to find these individuals (usually through interactions or seeing their post), investigate their profile and what they tweet about, and lastly ensure their following matches your proper target audience. Things evolved quickly and fortunately, we now have tools to do this manual work for us.
If you follow our blog then I am sure you’ve seen us discuss our Twitter Influencer Communities tool (and if you haven’t then check it out!) and the powerful data science behind it. With two easy steps (creating your query, then clicking on the Communities tool), this work is done for you- and, there’s less chance of error.
But that’s easy, and not the work hack I’m proposing. The trick here is the on-going monitoring of these key communities and/or influencers which help you “stay in the know”, understand their behaviours, engage and maintaining relationships. It also really helps guide content curation and ensuring its success, in addition to seizing an opportunity in real-time (should it arise).
Here at Sysomos, we call these lists of users from key communities a “mediaset” and there are two ways to create them.
- You can use the Communities tool discussed, run your query and once you find a community, or certain key influencers, you can then export their handles and automatically create a mediaset.
- You can manually input a list from other sources- influencers from other tools, marketing/digital campaigns or from a list you’ve slowly been generating over time from networking or lead gen opportunities. Whatever your source is, you can type these out in a mediaset for on-going listening, monitoring and reporting purposes.
(Do note, this can also work for a domain or blog/forum if creating this mediaset outside of the Communities tool ie: copying, pasting and saving in Sysomos)
To get the juices flowing, here are some examples of mediasets that could be useful to you..
- Employees: measure the success of your employee advocacy efforts. Are employees sharing the approved content you proposed? Are they engaging with the brand?
- Key Influencers (individuals): key bloggers, Twitter users in general for your brand, for a new product, a specific campaign or key people in your industry/space (example: if you were a CPG company you may want to give free samples of your new home cleaning products to mommy bloggers to review and write about on their blogs).
- Watch list: activist groups, people against your company/brand, those with negative feedback (example: Pharma companies monitoring activist groups forming online and/or organizing protests through social platforms).
- Media & News: this could be certain channels’ websites, blogs or Twitter accounts in your local region or vertical specific sites (example: TechCrunch if you’re in social/digital/tech).
- Client list/ your BoB: keep up-to-date on your client’s social efforts, applaud them on a successful campaign, leverage the situation to show how your product can add value.
Do you use any other types of mediaset groups to stay on the pulse of your key communities?