FreshNetworks tested 9 social media monitoring tools to identify influencers discussing organic baby food. The tools aimed to find key "mummy bloggers" and forum posts on parenting sites like Mumsnet and BabyCentre.
Influencers are important for brands to engage with as word of mouth is increasingly driving purchases. Influencers of varying engagement levels can help encourage word of mouth for brands.
When developing an influencer strategy, brands should determine goals, listen to target audiences, choose tools carefully while considering resources, get to know influencers, choose the right engagement methods, and build honest relationships. Focusing engagement on the "Magic Middle" of niche influencers between general celebrities and long-tail users can be