Companies are challenged by the need to locate the right social media brand influencers and to craft the content that will turn these influencers into brand advocates.
Jack Loechner, writing for the Research Brief From the Center for Media Research, presents the finding of a report by SoftwareAdvice which shows how predictive analytics software can address these issues.
Key findings of this report include:
46% of marketers surveyed say they struggle to identify and communicate with social media influencers.
46% of marketers say they struggle to predict the preferences and behavior of social media influencers.
68% of marketers aren’t yet taking advantage of predictive analytics software.
Predictive analytics software can improve the brand’s advocacy-based social media marketing by enabling the company to identify key influencers and target audiences, and to generate user-centric content.
Dmitri Williams, founder of social analytics company Ninja Metrics, estimates that 5-10% of social media users are responsible for 60 to 80% of influence. Therefore, it is critical to turn these influencers into brand advocates.
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