Many platforms and tools (Buzzsumo, Traackr, LittleBird, Tracx, Klout, etc.) try to identify and quantify influencer metrics such as:
Relevance
Reach/Audience
Quality
Engagement
Activity
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when a brand is working with an influencer the perceived potential (“I have 18 million followers!!!”, etc…) of the influencer to create great content and move an audience has surprisingly little to do with how well they perform at attracting an audience to their branded content.
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We have found the most under-appreciated relationship is the third leg of the triangle: the relationship between the author and the brand, which are driven by both tangible rewards (fairness, upside) and intangible motivations (autonomy, reputation, and mastery).
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