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Influencers and Amplifiers

Influencers and Amplifiers

Do you know who your Influencers and Amplifiers are?

In ObjectiveMarketer, we provide you with insights into who your influencers and amplifiers are. First, what are these measures? and Second, why are they important.

Defining Influencers and Amplifiers

We aggregate all Retweets by users. Every 1st level follower who retweets your message is an Influencer. The number suggests, how many times she has tried to influence.

When your influencer gets retweeted by her followers, then your message gets amplified. We promote that user to an Amplifier.

In the above example, you can see User 1 is your strongest Influencer. But, user 1 could never be promoted to an Amplifier (as none of her followers Retweeted these messages from her). On the other hand, though User 3 had  influenced only 4 times, she got 51 Retweets on them (avg of 17 per retweet). She is promoted to an Amplifier.

A business can use this information to acknowledge, and provide incentives to their amplifiers. Or with this information, can reach out to them, whenever there is an important campaign.  Consider, if User 3 Retweeted 10 times, possible number of Retweets could have been 170. And, if the number of followers for User 3 is significantly large, the exposure your tweets would have received will be very high.  From Strategy point of view, it would be worthwhile, to identify ways to promote Followers -> Influencers -> Amplifiers.

Why is this information important

One of the key metrics for measuring the success of a campaign on Twitter is the “reach” of your message. In this regard, a tactic very commonly being used is getting your message endorsed. This endorsement could be paid or unpaid, from a “twitter celebrity” or  “social media guru”, from a community or network of sorts, where there is, often, an unsaid pact that the users will retweet each other’s tweets no matter what the content is. Some, companies do this strategically – where, they engage with their followers (with the hope that these followers will carry their important messages forward).

A great example is from top blogger Jeremy Shoemaker, who has been running sponsored tweets for more than a year, being paid $200-500 per tweet from large big brand advertisers like Blockbuster, Seaworld. An unnamed search engine paid him $280 per tweet for up to four tweets a day every 4 hours ($1120.00/day). Source: Via Google Search.

However, there is a question of credibility when you pay someone to tweet on your behalf. Adam Ostrow from Mashable was once quoted to say  “Personally, I think any review – on a blog or on Twitter – is immediately de-valued if the author is being paid to write it, because the objectivity is lost.” Having said that, there is no doubt, a good practice of transparency (#tags, Disclaimers) etc can potentially increase the reach of your message by multiple times if it was tweeted by someone who has an authority on the subject.

But, no matter who you choose and what method you use to spread the word – how do you measure the impact? How do you know, it is worthwhile engaging with a user with the goal of increasing reach? These two measures of Inflencers and Amplifiers, are your answers. May be, your loyal followers would be enough, and you do not need any celebrity endorsements.


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