Much has been written about evaluating social media influencers in general and bloggers, in particular. With good reason. For travel public relations professionals, vetting influencers is one of the more time consuming activities, especially when they ask for comp hospitality.One of the better discussions about the topic was in an article by Daniel Edward Craig, a colleague for whom I have great respect, who compiled his input and comments from a webinar on the topic (see below). Here’s one of the highlights:
“How to find and vet social media influencers? Resources like Klout, Twiangulate, WeFollow, Twellow and TBEX will help, but they only tell part of the story. During the webinar, panelist Liz Borod Wright, who teaches social media at Columbia Journalism School and is founder of Travelogged.com, recommended looking beyond the number of followers to quality of content.
Another way of measuring social media influencers and blogger outreach success is by looking at the ratio of followers to following and how engaged they are. Are they sharing and commenting on content – or is it an endless stream of updates that most have tuned out?
Another challenge for hotels is deciding which bloggers to host. One of our listeners, Sarah, remarked that hotels are often misled by bloggers who either don’t have the audience they claim and don’t produce the posts they promise.
How to avoid this? In addition to evaluating the blogger’s audience, engagement and content quality, you can check traffic stats on sites like Alexa and Compete. However, Borod Wright cautioned that this data isn’t always reliable. An option is to ask the blogger for a screen shot of visitor stats from Google Analytics. But “only if it’s a borderline case, because some may be offended,” she said. And you certainly don’t want a snarky blogger on property.people can skip over.”insider tips.”
Since starting my personal blog, MiamiCurated, where I’m the recipient of press release material, invites and pitches, I have both old and new perspectives on the subject. The old? The same problem all journalists have complained about over time — inappropriate, untargeted information.Especially for planning a blogger outreach, one has to take a good look at the market segment addressed. To be sure, numbers are important, but reaching a qualified audience for the product is equally, if not more important. Is the audience affluent or mass? What kind of products do they cover? Am I in the right company? What’s the tone – positive or sarcastic? It’s also important to ask about whether they post on review sites, especially in food and beverage – sites like Yelp, Urbanspoon. In addition, some bloggers are active in forums of other travel and food bloggers, so have more influence than meets the eye. And, a word of advice. If one can’t download images from the website (And I suggest you do allow images to be downloaded, if need be with a password), PR should either send a file of images or give them the images while on property. To be sure, the blogger may want to use his or her own images as part of their own voice. But others just use their own images because it’s quicker, and it often turns out they’re not the most flattering to the property. And, as for asking a blogger for a screen shot, I wouldn’t recommend it as many would take serious offense. To listen to the entire webinar, here’s the link:
Related Link: ReviewPro’s free webinar on “How to Leverage Social Media for Public Relations” (free registration) <http://resources.reviewpro.com/webinar-pr?utm_source=blog&utm_medium=socialmedia&utm_campaign=webinar-pr>