No matter how great your own content and approach to social media, nothing helps a brand more than a trusted influencer shouting out their merits.
Our Social Media Reporting Series continues with a look at how to perform influencer analysis reporting – and why you must.
There are a few different types of influencer reports you may use, depending on your needs at any given time. Let’s examine each in turn.
Influencer Identification Report
If you’re just getting started with influencers, an Influencer Identification Report is a good place to start with reporting. You can identify the top influencers for your brand or category, follow trends, and get familiar with category influencers and how they work (or could work) for your brand.
Below are some areas you might include in your dashboard. These items are relevant for influencers with 1,000 followers or more. It’s important to note that while you don’t need influencers with followers numbering the hundreds of thousands to be successful, those with at least 1,000 followers demonstrate solid effort in cultivating engaged interactions. You can read more about why this is important here, but for now, let’s get back to social media reporting!
Content, Professions, & Interests
Trending Content reveals the terms and hashtags trending among influencers – so you can assess which are in line with your brand, which are being engaged with most, and which are being shared by your influencers’ followers.
That way you know what type of content to create to achieve similar results, and you might even find additional influencers you weren’t aware of.
Another way to look at this data is by Experts and Content Influencers. This reveals who has the most followers among professions like Bloggers & Journalists, Executives & Professionals, Politics, Policy & Religion and Students & Academia.
If you have relevant audience segments, you can easily find appropriate influencers to work with.
Or assess influencers by cultural interests, like Fashion & Entertainment, Health, Sports & Outdoors, and Food & Travel. This tells you which areas are generating the most engagement in these specific areas. Use the ones relevant to your brand to inform which influencers you reach out to.
Digital Influencers with More than 50K Visitors
Looking beyond influencers as individuals, you can review Digital Influencers, i.e., blogs, forums and news sites with a visitor count over 50K+, that are generating content on your topic.
This identifies publications to consider for placing content or ads, or partnering with in some other way.
A report like this is useful for a brand like the International Peace Institute. Because the IPI has no marketing budget, influencers are crucial to spreading the word about their research and other endeavors.
Influencer Monitoring Report
To further understand how influencers and/or detractors are conversing – and the impact of these conversations on your brand, industry, and more – use the Influencer Monitoring Report.
How Influencers are Talking and What They’re Sharing
Start with the How Influencers are Talking section for a summary of general metrics like Post Count, Sentiment, Impressions, Total Authors, Most Active Influencers by mention count, and General Conversation by top terms and hashtags.
For more info about conversation tone, use the “Conversation, Most Shared, and Trending Content” section. This clarifies original posts and replies among your influencers, as well as most reshared content, and top trending terms and hashtags used by influencers.
Look at Influencer Content to understand the posts and shared media resonating with their audience.
Relating Influencer Discussion to Your Brand and Industry
Influencer analytics on their own are informative, but it’s also important to view insights relative to your brand and industry, and that’s part of what’s great about the Influencer Monitoring Report. You see the content your influencers are sharing about your brand – and how it’s faring on social. HGTV’s Joanna Gaines is doing well for Target.
How do things look for the home design industry overall? That’s another section to include in your report dashboard so you can analyze the content shared by your influencers about your industry or issue.
Staying attuned to the broader conversation is smart for competitor analysis, and to ensure your influencers don’t inadvertently say anything that could be damaging to your brand by association.
It’s also helpful to understand your brand’s footprint relative to your influencers. You do this by looking at:
- Mentions, Impressions and Authors for your brand
- Peaks and valleys in sentiment and conversation volume
- Top Attributes and Terms people use when speaking about your brand
- Top Domains where conversations are happening
- Follower/Visitor counts of those talking about your brand most (highest Mentions)
Influencer Tracking and Performance Report
Finally, once you’re up and running with influencers, you can use the Influencer Tracking and Performance Report to follow their performance across social media channels over time.
Here are some metrics to consider:
Use the Cross Channel Summary to review Followers, Brand Posts, Engagements per Post, and Shares per Post. These last two items are particularly important because they qualify influencer power.
An influencer with a lot of followers isn’t worth much if those followers aren’t engaging with what they share. These metrics let you know what you’re getting on that front.
Just as important is the sentiment connected to post count for a given domain. Not every social channel is equal to every brand. With social analytics you want to always follow the love. Tracking Total Channel Conversation lets you do that.
Here again, content is paramount. Look to Owned Media to see which content is performing best on owned channels. You want to weigh Net Sentiment, total engagement, and any spikes in sentiment to get a sense of things.
But don’t neglect Earned Media – which tells you what your influencers’ followers care about beyond those influencer posts. Look at organic terms, popular posts and media content across your earned media, and see what resonates with the audience of your influencers.
Agencies like Intermark Group use this type of reporting to understand influencer activity in the context of converged media analysis for their clients. This provides an in-depth view of how influencers are impacting brand strategies, and guides decision-makers to educated next steps.
Like all aspects of social analytics, the goal is to understand where you are and plot your continued course from there. It’s far more efficient – not to mention economical – than guessing. And that’s the approach you need to maintain your edge.
Of course, influencer reporting is just one way to do that. Check out our ongoing Social Media Reporting Series to learn more:
- Social Media Reporting Series: Mastering Brand Analysis Reporting
- Social Media Reporting Series: Mastering Influencer Analysis Reporting
- Social Media Reporting Series: Mastering Crisis Management Reporting
- Social Media Reporting Series: Mastering Competitive Analysis Reporting
And get in touch if you want a walk-through of our reporting dashboards one-on-one!