Finding the right influencers for your program starts by developing a deep understanding of the social conversations you want to be part of and the influencer archetypes who lead those conversations.
Traackr gives you the ability to define the conversations you're interested in—crawling the social web for data, and offering an objective view on who influences those conversations.
When you define keywords, Traackr scans millions of posts across social platforms to see who is mentioning, how often they mention, and how recently they mention your keywords. The better the search terms, the more precise your results will be. Traackr recommends between 10-15 keywords per search. The keywords and phrases you choose impact the results, therefore being specific is important.
Best practices for keyword-based influencer discovery
Keep these three best practices in mind as you get started using keywords to find the right influencers:
- Research your influencer content; If you don’t already know the exact keywords and hashtags used by influencers of interest, take a look at the types of posts you’d like to match: what kinds of words and hashtags do they use? How do those influencers describe themselves?
- Refine your keyword phrases like Goldilocks. You don’t want to have them too broad, nor too narrow; you want them just right.
- Remember to account for iterations of your keywords that may not yet be in common usage, but that might be on the “up and coming” list (because that’s often what influencers do, they introduce new verbiage into the lexicon); research the terminology used by the types of professionals you want to target.
Once you have a list of keywords, test them to see if they are bringing up relevant content, and accordingly, you’ll start to find your relevant influencers.
Helpful keyword tips
Influencer discovery with Traackr works like a search engine: type in keywords and phrases and get results. The better the search, the better the results!
- Use quotation marks for exact phrases; for example, if you want to find influencers who post about big data; make sure to add double quotes around it: "big data"; otherwise, the search will bring up any posts that contain data and big mentioned anywhere in the post;
- Try not to use very broad keywords (e.g.: cloud, software, fashion, lifestyle)
- Use additional keywords with ambiguous brand names (e.g. "fresh cosmetics" instead of fresh, "mini cooper" instead of mini)
- Your keywords will match hashtags and mentions as well; for example, toyota will match to #toyota and @toyota;
- You can use hashtags and mentions as keywords
- However, when using quotes around a hashtag or mention (exact match), it will not match the keyword. For example, "#toyota" will not match "toyota"; vise versa is also true: "toyota" in quotes will not match on #toyota or @toyota.
- Use the search box labeled "Profile" to discover certain types of people or exclude them (e.g.: CEO, professor, athlete, DJ, –reporter, –journalist)
- Use the – to remove certain results from your search (e.g.: –coupons, –deals)
- When using keywords with ampersands, make sure to enclose them with double quotes (e.g.: "H&M")Same is true for keywords with a period ("@ducray.france")
- You can use double quotes around the core terms of your subject matter and then add another qualifying keyword to further shape the conversation. For example, using the search terms "curry recipe" best, "curry recipe" easy, "curry recipe" healthy we are searching for posts that have that exact term in quotes AND the other keyword located somewhere in the post.
- When not enclosed within double quotes, small words like a, an, but, and, it, that, are, etc. are discarded because they are too common and return too many irrelevant results. These are what we call Stop words.
- When matching on Stop words is desired, make sure to put them in double quotes (e.g.: "IT" "big data"). List of English stop words: a, an, and, are, as, be, but, by, for, if, in, into, is, it, no, not, of, on, or, such, that, the, their, then, there, these, they, this, to, was, will, with
- Pause keywords by clicking on them. You may then view the search results as if the “paused” terms were not included. Click again to un-pause the keywords.
- Click on Keyword Metrics to see how many times a keyword is being mentioned in your results. This can help determine if a keyword is too broad and is dominating the search, or if a keyword is not picking up a lot of mentions, so you can revise accordingly.
Getting help with your keywords
If you need advice to craft the right search terms, Traackr’s customer success team can help you fine-tune your keywords. Contact the team using the Help button and please provide as much contextual information as possible around your goals and target.