Identify influencers using SynthesioRank
We recently mentioned that the ability to monitor the hundreds of thousands of sources of information on the web means nothing if you are unable to determine the influence of the different information sources, themselves.
Indeed, a brand has much more to worry about if a video criticizing its products is published on DailyMotion than if an unknown blogger publishes a single post complaining about the lacking customer service. These two types of complaints certainly deserve a company’s attention, but not with the same level of urgency nor with the same type of communication.
That’s why Synthesio has developed a global influence indicator: SynthesioRank, a real number from 0 to 10.
This indicators take into account numerous criteria to determine the influence of a site:
– Site audience (Nielsen, ComScore)
– Media type: blog, forum, mainstream media, video sharing, etc.
– Publication frequency and volume
– Number of inbound/outbound links
– Google PageRank
These criteria were chosen for their quality and representativeness as they can be applied to the entirety of information sources monitored by Synthesio, i.e. internationally.
Consequently, sites given a SynthesioRank of 10/10 include The New York Times and Le Monde (online press) as well as The Huffington Post and Techcrunch (blogs) and also sites like DailyMotion (video sharing) and who could forget: Twitter (microblogging).
Of course certain criteria have been discarded voluntarily due to their questionable reliability (such as in the case of Alexa data which is regularly disputed) or their divisive aspect (the case for a blog’s number of feed subscribers that is stable yet often unavailable).
All in all, the criteria that were preserved continue to evolve over time, allowing updates of SynthesioRank each trimester.
SynthesioRank is integrated into the site identity descriptions (available on all of our online dashboards) as well as our influencer and community mappings.
These same mappings also allow you to go even further in your analyses by integrating brand-specific data, such as the volume and sentiment analyses of the comments, as well as the purpose of the community (site theme and target readership).
Overall, the most important for our clients is to be able to opt for a personalized analysis grid with regards to their specific objectives. Influence is defined differently for each project depending on the definition of the query as an issue for PR purposes, identification of influencers for marketing actions, managing your communities, etc.
More details about these mappings to come in another post!