By Alan Epstein

Brands always say they want lots of fans on social media networks, but what are they giving these fans to entice them to stay friends?

According to a recent Mashable.com post, Targeting Social Media Influencers to Boost Sales, approximately 1% of a website’s audience generates 20% of all its traffic. These influencers share content, pass along promotions, videos, links and recommendations for a brand’s site.  Here are some thoughts that can help you to better reach and engage your influential consumers.

1. How do you identify your most influential followers?

To find those consumers who are passionate about your brand, you will need to use a social media analytics tool that identifies individuals who are actively sharing your links.  A few effective social monitoring tools that we have used with various clients at Adamson include Radian 6, Spiral 16, SocialTalk, and Nielsen Buzzmetrics.

2.  How can you connect with them to truly build a long lasting relationship?

The next step is to learn what kind of content these influencers share the most and classify these consumers into groups.

Sample groups:

Entertainment Fans – those who like sharing videos and photos. These social butterflies are usually a younger demographic that love funny material or fans of brands with an emotional appeal – think cute puppy pics.

Deal Finders – those consumers who like to pass on a promotional coupon or exclusive sale.  This is especially great for retailers to engage their loyal shoppers.

Education Seekers – those who enjoy how-to videos and sharing content like recipes and articles. Do you have a demo of your product? Share it.

Here’s a trick we use to see what links draw the most clicks. Try shortening the link using a URL-shortening application like bit.ly. They are free, easy to use, make the link appear more accessible and, most importantly, are completely trackable.

3. Where do they hang out online?

Social media monitoring can help find which forums, community bulletin boards, websites, social networks and blogs in which they actively participate. The most important tip we can give you is to get involved. First by listening to their conversations, and then by participating yourself.

4.  What motivates them?

Determine what excites the consumer you are targeting and acknowledge their efforts with exclusive deals, insider access to company executives or representatives, public recognition and rewards.  We’ve seen fan of the month on Facebook rise in popularity, as well as the race to become Mayors of your brands on FourSquare, online couponing and offers to only the first or the most loyal fans. These ideas work especially well with casual dining restaurants.

By reaching out to your influencers and creating a two-way conversation, you will have the potential to engage thousands of other customers in ways you never have before through word-of-mouse recommendations.

Filed under: Brand Strategy, Emerging Technology, Social Media, Uncategorized on May 13th, 2010