Do you want to attract influential voices on top social networks such as Twitter?
Then become one yourself, advises Marc Smith, director of the Social Media Research Foundation.
He calls them “mayors.” Engaging them on their terms can increase your Twitter reach and transform you into a Twitter mayor yourself.
Here’s how it’s done:
1. Find the mayor of your hashtag. You can use Twitter search or social media monitoring tools to track Twitter users who dominate relevant hashtags.
You might also use the free NodeXL application, which creates social network maps of conversations and groups on Twitter and other social media channels. The tool uses “ betweenness centrality” to find key people at the heart of any conversation. These are considered the “mayors” of a particular topic or hashtag on Twitter.
Below is an image of a network graph of Twitter activity on the topic of “PR measurement.” It represents a network of 399 Twitter users whose tweets contained the phrase or who were replied to or mentioned in the tweets on Nov. 25. The data set was limited to a maximum of 18,000 tweets.
Register for PR Daily’s Dec. 3 PR University webinar “ Innovative social media measurement: New strategies to increase influence and prove ROI ” to monitor and prove your social media success.
2. Build a collection of mayors in many related topics. Don’t just follow mayors in one or two key hashtags or topic areas. Instead, you should “map multiple topics relevant to your company or client,” says Smith. In particular, he recommends:
- Your brand and company names.
- Your competitor brands and company names.
· The names of the activities or locations related to your products.
“Once you identity the top people in each topic, follow them,” Smith suggests. “They’ll follow you back 30 to 50 percent of the time.” Retweet them if they don’t. That will increase your chances of being followed back another 30 to 50 percent, he says.
3. Smart tweet—speak the language of the mayors. Take note of words, word pairs and URLs that keep popping up in tweets by the mayors you follow. You can also use NodeXL content analysis to identify these elements.
“Then mix the language of the mayors with your brand’s messages to create the ‘perfect’ tweet,” advises Smith. The structure should be:
Mayors will soon begin to RT and engage with your tweets. As your Twitter influence grows, so will the likelihood that you become a Twitter mayor yourself. The following graphic provided by Smith illustrates the process:
Brian Pittman is a Ragan Communications consultant and webinar manager for PR Daily’s PR University. Social media measurement experts Paula Berg, digital media manager at Hewlett-Packard, Blagica Bottigliero, VP of digital media at ModSquad, and Marc Smith, director of the Social Media Research Foundation, will share more social media and social media measurement insight in the PR University webinar, “ Innovative social media measurement: New strategies to increase influence and prove ROI .”