While many individuals and organizations are using social media (just look at 500 million users on Facebook), the question remains: Are we reaching the “right” people: those with influence in their community, or in policy making, or whatever our key target is?
First, an organization needs to define its influencers, but then also set up a mechanism to measure if they are reaching those important folks.
This Q&A on PR News with Natasha Fogel, executive VP of global measurement and media analytics at Edelman’s StrategyOne, gives an overview of the steps involved in defining, identifying and measuring influencers.
Natasha is presenting at a PR News conference on measurement (which I attended and enjoyed last year) in March in Washington, DC. You might want to check out the conference.