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20 Responses to What are the best tools to measure social media influence?

  1. thanks for great article great tool list<

  2. Evan says:

    Once you can see the analytics behind your social media outreach, you’ll have a much better idea of what’s working and what’s not. With this new intelligence, you can experiment, learn, and get smarter with the content you’re posting and your engagement tactics.
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  3. Jan Zajac says:

    Lilach, I completely agree that tools like Klout or Kred, although useful, don’t give you the full picture. I’d rather say that they combine popularity and visibility, but not necessarily influence – if you’re loud, it doesn’t mean you’ll have the real impact on people minds and decision, although sometimes you will really have. The issue is that besides social media, social influence still takes places in offline context and quite often the opinion of our relatives or colleagues will have higher impact that even the most prominent bloggers. Combining the offline and online side of influence is a tough task for researchers.

    As to FB Insights – I do agree they go into right direction, but they have a serious limitation: they don’t enable observing competitors and benchmarking. This is possible is some other tools, enabling to gather precise information about your competitors communication and campaigns, as e.g. Socialbakers, Quintly or mine Sotrender. Moreover, Facebook Insights don’t include detailed information about actions of your fans, segmentation, and so on – and again it’s available in some other tools. Such segmentation could help you to understand the influence of single users.
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  4. Jan Zajac says:

    I completely agree that tools like Klout or Kred, although useful, don’t give you the full picture. I’d rather say that they combine popularity and visibility, but not necessarily influence – if you’re loud, it doesn’t mean you’ll have the real impact on people minds and decision, although sometimes you will really have. The issue is that besides social media, social influence still takes places in offline context and quite often the opinion of our relatives or colleagues will have higher impact that even the most prominent bloggers. Combining the offline and online side of influence is a tough task for researchers.

    As to FB Insights – I do agree they go into right direction, but they have a serious limitation: they don’t enable observing competitors and benchmarking. This is possible is some other tools, enabling to gather precise information about your competitors communication and campaigns, as e.g. Socialbakers, Quintly or mine Sotrender. Moreover, Facebook Insights don’t include detailed information about actions of your fans, segmentation, and so on – and again it’s available in some other tools. Such segmentation could help you to understand the influence of single users.
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  5. Jake says:

    I don’t believe too much in these tools. The article is well done and useful, anyway, to be informed on social media influence in general. I think the most important indicator is and will always be, the number of comments and visitors you have on your post page. It’s the easiest way to understand what’s going on.
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  6. I love this post Lilach and completely agree, social influence tools are a lot of fun, but really a bit of a vanity thing when compared with true engagement. Engaging with others is the first sign that people are starting to know and trust you, which must happen if you are a business and you are hoping to win sales and valuable long term customers!
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  7. rachana says:

    Hi Lilach,
    Thanks for sharing the list. I didn’t know about a couple of these. However, I would like to draw your attention towards social media monitoring tool provider webfluenz that also offers influence scores for authors, publishers and shared links.

    To put it in perspective, the influence is not assigned to mentions but to authors of contents and links within mentions. The influence score is based on several parameters such as number of views, followers/ friends and mentions. For instance, some of the metrics determining influence on YouTube include the number of subscribers and video views. Similarly, for Facebook and Twitter, the number of friends/followers, volume of activity, number of shares/retweets, all go into calculating influence. All these metrics ensure that we are accurately able to calculate a person or publisher’s impact on social media. For influential shared links the measurement is based on a number of parameters, including the influence of the domain on which the link is shared, the number of times the link is shared, the number of unique authors/publishers who share the link as well as their social influence.

    Webfluenz enables you to measure influence across networks and channels, and within your target parameters by applying relevant filters (e.g. filter by geography, gender, channel, etc).
    The rating is unique and is a result of standardizing the influence across different networks based on set parameters. The process is quite similar to that of Google and other search engines; for every search carried out, the search engine (Google, Bing, Yahoo etc) standardizes the most popular results closest to the search term against the set determinants.

    You can determine network specific influencers based on what you are looking for. E.g. find influential female twitter users creating positive buzz for you or Facebook influencers over the last four days, by applying your choice of filters.

    Disclaimer: I represent and work for webfluenz
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  8. ash f says:

    Great to see what tools are out there and available for the newish area of social media influence. Of course no tool (or computer for that matter) can see into our souls and truly know what we are thinking – or if we are truly influential, but it is our best guess at the moment and we must take our hats off to those who are trying. Viewing big data in the right way, is the future for us all and these tools are just the tip of a giant iceberg!!
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  9. Akshat says:

    Nice post Lilach!
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  10. Hi Lilach,

    There are a number of other tools that are much more relevant to influence measurement and are not mentioned here. Sam Fiorella and Danny Brown actually suggested a well selected list in their latest book on “influence marketing” that you might want to check out.
    The authors suggest in particular that marketers would want to use dedicated “contextual influence” analysis tools such as Traackr rather that the big social scoring platforms such as Klout to help them in their influence efforts.
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  15. I have been using Klout for a long time now. I can say it is fun looking at Klout score. Thanks for putting up this list.
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  16. Elizabeth says:

    I absolutely love Twitonomy and agree Facebook Insights is a great tool. The jury is still out for me when it comes to Klout. I agree that you only really get a piece of the puzzle. The bottom line is that measurement is definitely needed to get an idea of where to focus our social media efforts. Great article.
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