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:
- Approach keyword research the way you would blogging best practices. Experiment with different permutations and combinations of words to find who is participating in—or leading—the online conversation around your topic of interest.
- 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).
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!
- Entering keywords in a conversational manner will yield the best results (e.g.: “my favorite” “sports drink”)
- Try not to use very broad keywords (e.g.: cloud, software, fashion, lifestyle)
- You can use #hashtags as keywords
- Use the search box labeled “Anyone” 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)
- Try not to use singular keywords unless they are #hashtags
- When you type two keywords next to each other (e.g.: curry recipe) without double quotes (“ ”) we search for pieces of content that have both words located somewhere inside
- When you use double quotes (e.g.: “curry recipe”) we search for an exact match
- 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 using quotes for an exact match, we won't search for hashtags or mentions. For example, "toyota" will not match on #toyota or @toyota. Using toyota (without quotes) will match on toyota, #toyota or @toyota.
- When using double quotes with another keyword, it's possible to return results with @ signs and #'s. For example, toyota "hybrid cars" can surface matches such as: @toyota "hybrid cars", #toyota "hybrid cars". To keep the @ and #'s out of your results, be sure to add double quotes around the other keyword as well (e.g.: "toyota" "hybrid cars").
- 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
- When using keywords with ampersands, make sure to enclose them with double quotes or it may result in many false positives (e.g.: "H&M" "fast fashion")
- 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.