One of the most common misconceptions about social media is that influence equals volume. The amount of content being shared on social networks today has made identifying influential users and content like trying to take a drink out of a firehouse. Zoomph offers a solution to this problem by allowing you to pinpoint the users that matter most to your social conversation.
Here’s how it works: Zoomph finds influential users with a unique ranking algorithm called ZPoints, which ranks social content shared as well as the user. What sets it apart from other ranking tools is that it contextualizes the influence of a user in his or her specific area.
If a user is active in several conversations, ZPoints determines the influence they have in each individual space. In other words, it’s accurate. For example, if a user is active in both the sports analytics and fashion space, when they compose a fashion tweet, it’s measured in the fashion conversation only. It’s then awarded ZPoints accordingly and the user’s influence is ranked.
But there’s much more to the formula. So today we’re going to show you why ZPoints is able to identify key influencers better than any other influencer engagement platform. We’ll also show you how you can use the ZPoints system to boost your social influence.
1. ZPoints works in real time. Engaging with the most influential thought leaders in your space can be done as soon as they are identified. The MIT Sloan Sports Analytics Conference used the ZPoints systems to encourage engagement while the conference was taking place. They did this by highlighting the top influencers in the sports analytics conversation in real time.
At the conference on March 1-2, MIT Sloan set up several onscreen Zoomph displays in various panel rooms throughout the building. The top portion of the screen streamed influential Tweets, and Instagram photos. The bottom showed the ZPoints Influencer Leaderboard, a ticker streaming the top 20 influencers during the conversation at any given time.
This tactic is a very popular one. The Zoomph display at Tech Crunch Disrupt saw Tweets from MC Hammer and Mark Zuckerberg, who was making his first public appearance since the IPO, rise to the top of the ZPoints Influencer Leaderbaord
The displays at both Disrupt and the MIT Sloan conference allowed attendees to engage with the most influential users, boosting their own social influence. They were also able heighten the opportunity for engagement, and inspire attendees’ participation, where they were able to be at the forefront of the conversation at each event.
How can you use this? Who a brand socializes with on social media is synonymous to who they associate with in real life. And in today’s crowded marketplace, it’s never been harder to determine the right people to which to align your brand. ZPoints allows Zoomph to operate in real time, so you’re able to engage with the right people when it matters -- during the conversation. This is opposed to other platforms, who show you who was influential after the event.
2. ZPoints finds quality. ZPoints are awarded for both quality and quantity, but more weight is given to quality. A post is considered high quality only if it sparks the interest of others in the community. We measure that interest in units of attention, such as retweets, or activity on Facebook posts or Instagram updates.
When monitoring the 2013 NFL Combine conversation, ZPoints helped raise the most influential conversations and authors to help filter the noise out of the conversation. When we compared posts from the both the NFL and ESPN’s Sportscenter, we found that although the NFL had more posts, Sportscenter was sparking more units of attention, therefore becoming more influential at key points in the conversation.
How can you use this? In social media, the squeaky wheel won’t get the grease. ZPoints’ units of attention ensure you are going after the people who are truly influential, and not just the loudest.
3. ZPoints isn’t normalized. Users and content can rack up an infinite amount of ZPoints depending on how many units of attention they receive. With other social media ranking systems, you hit a ceiling and can’t attribute the correct amount of influence.
For example, the 2013 NCAA Championship final game between Lousiville and Michigan totaled at 1,588,548 ZPoints around the search terms #FinalFour #GoCards #GoBlue #MarchMadness #Louisville & #Michigan on Twitter and Instagram, and Zoomph was able to accurately measure how much influence each author or Tweet or Instagram had out of the 1,588,548 total ZPoints accumulated. This is opposed to other influencer ranking systems that are normalized, and would max out at 100 or 1,000 points.
How can you use this? Because it’s an infinite ranking system, ZPoints provides a concrete way to determine what’s worth pursuing in social media. It works when considering which thought leaders and events to get involved, because you can compare and definitively identify which one has more impact; other influencer engagement platforms can only determine when both have crossed a certain threshold.
ZPoints, and Zoomph itself, is a response to a need for companies to effectively drive social media campaigns without wasting time engaging with the wrong users or running into spammers. And if there’s one thing we’ve learned since adding ZPoints to Zoomph, it’s that analytics are the key to a successful social media strategy. They can no longer be an afterthought; they must be the driver of social engagement.