When identifying influencers as part of your social media and content marketing program, topic match and popularity are not enough to qualify an influencer as “effective”.
By effective, I mean the ability and likelihood that a person can actually inspire action amongst a community.
To determine the effectiveness dimension, it’s important to use tools that look at other criteria such as the extent to which people respond and take action in response to a person. When it comes to Twitter, things like ReTweets and sharing of links are signals worth looking at.
To shine a light on the digital marketing category, Leadtail and Punchtab have published a new report (h/t SocialFresh) “How Digital Marketers Engage on Twitter” that includes a list of publishers and people that are the most often mentioned and ReTweeted by digital marketers.