According to our recent research, influencer targeting is absolutely crucial on twitter AND it’s probably wise to start with those who are organically connecting to a brand’s twitter account from within a brand target market or industry.
Here is why:
It’s a fact, people talk infrequently about brands in social media.
Moreover, we found that brand are mentioned much less on Twitter than on Blogs. In the examples below, brand mentions are 10 to 30 times less on Twitter.
The good news is that we also found that:
Industry influencers talk 100 times more often about brands that matter in their industry than the average Twitterers**
The pool of relevant influencers that are strongly connected to a brand through Twitter mention it 2 to 60 times more than other influencers within the same community.
=> Influencers from a brand’s industry who connect to are 200 to 1200 more likely to mention it than the random Twitterers