Traackr identifies social media influencers in a topic area by measuring an influencer's reach (size of online audience), relevance (contextual affinity to the topic area), and resonance (engagement of the influencer's audience with their content). Traackr used these factors to identify the top 50 recipe influencers and uncover their full online footprints and relevant posts about recipes. Recipe.com then invited these influencers to a webinar, with 24 responding positively.

1. Diagram Traackr’s methodology
for identifying social media
influencers in a topic area.
Learning objective for Module 3, Lesson 1

2. Identifying influencers for Recipe.com
• Launched in early 2011,
Recipe.com was the first to tie
its award-winning recipes to
specials and coupons in local
grocery stores across America.
• This gave cooks the power to
select their neighborhood
store, check out what’s on
special, print coupons, as well
as share and rate recipes.
Source: Recipe

3. We used Traackr to find and rank influencers
• Reach measures the total size
of an influencer's online
audience across all major
social networks.
• Relevance measures an
influencer’s contextual affinity
to your areas of interest.
• Resonance measures the
engagement of an influencer’s
audience with their content.
Source: Traackr, “What is Traackr’s scoring methodology?”

4. Keywords defined relevant conversations
Source: Recipes, an A-List powered by Traackr, Jan. 22, 2012

5. Traackr identified top 50 recipe influencers
Source: Recipes, an A-List powered by Traackr, Jan. 22, 2012

6. Traackr uncovered full online footprints
Source: Recipes, an A-List powered by Traackr, Jan. 22, 2012

7. Traackr showed relevant posts on topic
Source: Recipes, an A-List powered by Traackr, Jan. 22, 2012

8. “Dessert recipes” top trending keyword
Source: Recipes, an A-List powered by Traackr, Jan. 22, 2012

9. We invited top influencers to a webinar
• We invited the top 50
influencers to a webinar with
editorial director Cheryl Brown
on “Food Blogs We Love.”
• 24 influencers responded: “Yes,
great.”
• 15 influencers didn’t respond.
• 10 influencers said: “No,
thanks.”
• 1 influencer was dropped due
to lack of contact info.
Source: Recipe.com welcomes the insights and feedback of fellow foodies!, Nov. 15, 2011

10. Page views grew 500% to 30.6 million a month
Source: Compete Pro, Feb. 24, 2012

11. Facebook referrals up 59%, Pinterest up 180%
Source: Compete Pro, Feb. 24, 2012

12. Quiz: Diagram Traackr’s methodology for
identifying social media influencers in a topic
area.