MIT
SLOAN MANAGEMENT REVIEW 57
ticular user on a given topic — essentially, how much of a user’s discussions via social media are about a particular topic. This metric can help businesses locate the individuals who not only have influence but also like to talk about a particular product category. (See Calculating the Effect and Value of Social Media Influence p) By identifying influential individuals who are especially interested in their product categories, marketers can go beyond simply listening to conversations on social media platforms and actively identify potential brand ambassadors.
Share with your friends: |
