There are various ways to find the right influencers to work with you for your brand. Some of them were covered in our previous blog 4 Tips to Finding the Right Influencer for Your Brand.
In this blog, I want to give a specific example how one can find great influencers to work with, using social media analytics and big data.
As I mentioned in my earlier blog, we analyzed the conversations related to "Finland" on Twitter during a 3-months timeframe, to see what kind of insights we can get from big data. The ultimate goal of the analysis was to provide valuable insights, especially to those working in the tourism and politics sectors, and contribute to formulating a better communication strategy for Finland.
In my previous blog, I wrote about how we found out what are the top themes that are being discussed about Finland. So the world is talking about travel, Lapland, nature, and photography, when it comes to Finland.
Using social media analytics, let's see who are the users that are generating visibility for Finland.
Below is a list of top influencers in English language by visibility, discussing about traveling topic related to Finland. While there are obvious organizations promoting Finland as a travel destination (i.e. @lonelyplanet, @thisisfinland, @natgeo), there are also individuals, such as social influencers, photographers, and bloggers who have been contributing to increasing awareness of Finland.
Follower count of the top 11 influencers:
What can tourism industry learn from this vast amount of data?
Even with just a few posts, if the user has millions of followers (thus being a mega-influencer), one can get lots of visibility. Getting covered by renowned accounts such as National Geographic will obviously help in boosting tourism in Finland.
When traveling to Finland, start with Helsinki—a city as hot as its saunas https://t.co/M0npHcAou2— National Geographic (@NatGeo) October 6, 2017
Users such as Felipe Adan Lerma and My Life is a Journey are only re-tweeting posts by Jukka Heinovirta, Aku News, and This is Finland, but help in increasing awareness of Finland amongst their audience.
So partnering with individuals such as Jukka Heinovirta and Aku News could be an interesting move to promote Finland as a travel destination. However, we must remember that there can be many influencers using bots to fake the amount of influencers they have. Watch this video to learn more about bots and what you should be aware of.