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Understanding the Value of Your Social Media Influencers

Community & Social Media

This post was originally published on Blackbaud's site and was also shared on the TechSoup.org blog.

By: Nicole McGougan

Blackbaud produced a new whitepaper in partnership with SmallAct and the National Wildlife Federation identifying social media supporters and categorizing them into four segments:

  • Key Influencers — These individuals have a powerful impact on not only the people they know but also social media members they don’t know. Their posts are widely read and shared by more people than posts generated by any other group.
  • Engagers — The individuals in this group have well-established social networks and are strong influencers of people they know personally.
  • Multichannel Consumers — This group enjoys keeping up with social media content and occasionally participates. They influence to some extent, but their sphere of influence is not a dominant part of their persona.
  • Standard Consumers — These social media users read and watch updates more than they create new content or make comments, and they are influenced by their more socially active friends and family.

Check out the whitepaper, or join Blackbaud for a free 30-minute webinar on August 8 at 3 p.m. Eastern time. We'll cover how you can better understand your social media constituents and identify which ones are the most well-connected and influential.

Nicole McGougan is a Blackbaud public relations associate.

Here's the summary infographic; you can find a big version on Blackbaud's site.

Social Influencer infographic