Five Tools to Identify Online Influencers by Location

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Five (mostly free) tools to identify online influencers in specific locations

Online influencers are defined as people who have the ability to shape conversations in their niche with more impact than ‘everyday’ online participants.

The most common misconception when it comes to online influencers is that their ability to shape conversations is based on the size of their networks (or total audience).

This is not to say audience isn’t important, but a combination of relevance, resonance and reach is a better way of looking at things.

As part of this three-pronged identification process, the location of online participants can play a key role (depending on the nature of the activity).

So, this post is going to look at a series of (mostly free) tools that can be used to narrow down influencer identification down by location.

1. FollowerWonk

FollowerWonk is a tool that allows you to do a number of things including compare Twitter users, analyse your own followers and track followers.

But, the most handy feature of FollowerWonk is the ability to search Twitter bios by location.

As you can see in the example below, I’ve searched for “social media Melbourne” and it has provided me with list of people who match this criteria, and who can then be sorted by other factors including follower count, tweet count and influence (social authority).

As with all the tools shown here, this is just the start of the identification process but an important first step.

social media melbourne influencers by followerwonk

2. PeerReach

PeerReach is a tool which uses an algorithm to rank influencers based on the interaction they receive in a specific location.

In this instance, we couldn’t search as specifically as “social media Melbourne” but we were able to access a list of “marketing” influencers in Australia.

Some additional manual filtering would need to take place from here to obtain details like specific city location, but at the very least it does provide another reference point which will enable you to narrow things down.

social media melbourne influencers peerreach

3. Advanced Twitter Search

People often forget that Twitter has an advanced search capability which allows you to search by very specific locations.

In this case, I searched for “#socialmedia, social media marketing, social media Melbourne” and got back a combination of suggestions from Twitter as well as some recent Tweets that matched my criteria.

Twitter’s location search allows you to capture tweets within a 15 mile radius of the location in question which is really useful for brands and businesses that have physical locations and want to identify conversations drivers in vicinity to those locations.

social media melbourne influencers twitter

 

4. GroupHigh

GroupHigh is a fantastic tool which will help you find relevant bloggers and online conversation drivers.

Even though this is a ‘paid’ tool, it provides users with a number of advanced search filters to help develop the most robust list possible.

Again, some manual analysis will be required, but GroupHigh is a tool we use regularly and can’t recommend it highly enough.

In the example below, we used the same search terms, “social media Melbourne” and could break down the results by mentions and core topic.

social media melbourne influencers grouphigh

 

5. WeFollow

WeFollow.com is a directory of Twitter users which can be searched by topic specialism and keyword.

It is completely free to use and provides it’s own influence ratings (from 0 – 100).

On this occasion, we ran a search for “social media marketing Melbourne” and got these results back (including the profile of yours truly).

social media melbourne influencers by wefollowcom

 

As mentioned up top, influencer identification can be useful if looked at from the right way(s).

A very simple way it can be used is to develop a list of people most relevant to your business that you can follow and engage with on Twitter.

In other cases, it can help develop collaboration projects.

However, these tools are never silver bullets, a great deal of human interpretation and additional research is required.

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7 Comments

  1. David October 2, 2013 Reply

    I clicked GroupHigh and it says to ask for a demo… sounds pricey… How much is it?

    • Author
      Adam Vincenzini October 2, 2013 Reply

      David
      It is pretty reasonable considering the information you have access to.
      Get in touch with Andy Theimer at GH and he’ll give you the latest rate card.
      Hope all is good with you.
      Adam

    • Danny Brown October 2, 2013 Reply

      It’s about $7,500 per year for the license. Two alternatives you could try:

      Inkybee: http://www.inkybee.com/pricing/ (very similar, much more cost effective)

      InNetwork: http://innetwork.net/pricing/ (two pricing variations, free 30 day trial, and they manually vet influencers)

  2. Danny Brown October 2, 2013 Reply

    Hey there Adam,

    Nice overview, mate, especially the focus on free tools, since these technologies can get pretty pricey fairly quickly.

    One thing I’m curious about – how many of these tools just look at Follower counts versus going deeper into context of relationships when it comes to your brand? Share of voice/brand amplification is definitely one aspect of influence marketing, but not one that often results in sales.

    Curious if the platforms here (with maybe the exception of Group High, as they should be measuring and offering ROI for their price point) offer that level of knowledge?

    Cheers, mate!

    • Author
      Adam Vincenzini October 2, 2013 Reply

      Danny

      Long time!

      They vary in terms of depth which is why on a couple of occasions I mentioned the need for manual / human interpretation (experience in identifying what else is important beyond the flashy numbers).

      FollowerWonk uses an algorithm based on a number of stats (in a similar way to GroupHigh) to provide an ‘influence rating’ – but again, pinch of salt required.

      Re: deeper relationships with your brand – you won’t get a whole lot of that from these tools – again, I believe that a lot of this anaylysis requires the eyes of a human and tools like these narrow things down to a more manageable starting point.

      Have you seen anything that delves deeper? I certainly haven’t from a ‘free’ point of view,

      Cheers
      Adam

      • Danny Brown October 3, 2013 Reply

        Hi mate,

        Webfluenz does a decent job with their free solution:

        http://www.webfluenz.com/Products_and_solutions/Overview/

        You can then upgrade accordingly with even the first layer Personal account at $49 per month not too bad a price.

        Completely agree on the human analysis part – automation is great but we still need to understand the human psyche, and that takes another human to do so.

        Cheers, mate!

        • Rachana Khanzode January 22, 2014 Reply

          Hi Danny,

          Thanks for mentioning Webfluenz.com!

          @Adam, I want to add that Webfluenz allows you to identify Influential shared links, people and publishers talking about your brand (or any keyword) along with the impact scores. The score is based on various factors depending on the channel where the mention was made. We crawl all major channels including blogs, microbolgs, videos, images, news, forums, social networks. Here’s a link to free 14-day trial account http://www.webfluenz.com/sign_up.pl

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