How to Audit a Social Media Influencer | A Guide for Marketers

How to Audit a Social Media Influencer | A Guide for Marketers


JSB Talks Digital Podcast #72

JSB Talks Digital is a weekly digital marketing and social media podcast hosted by author, strategist, consultant, speaker and trainer Joanne Sweeney-Burke. Each Friday Joanne shares her digital marketing and social media insights from her work as CEO of Digital Training Institute. 

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In this episode of JSB Talks Digital I discuss influencer marketing, but more specifically how to audit a social media influencer’s digital footprint. 

In this episode:

  • In social media news:
    • Twitter reports increase in users in Q3 report;
    • Facebook Adds New Tools for Groups to Help Admins Grow Their Communities; and
    • Facebook to roll out live screen sharing
  • I interview Regina Catipon, Marketing Specialist with social data analytics company Scraawl
  • Ask JSB
  • In shout-outs: Three tools that will help you audit a social media influencers’ digital footprint
  • In JSB’s column: How audit the digital footprint of a social media influencer
  • Find out what tool saved my working week

Listen to this week’s podcast:

LISTEN: How to Audit a Social Media Influencer | A Guide for Marketers #JSBTalksDigital Click To Tweet


Social Media News 

Twitter reports increase in users in Q3 report

Twitter has released its Q3 2017 results. And their results beat market expectations, showing moderate increases in all key areas.

First off, on users – Twitter is now up to 330 million monthly active users, which is an increase of four million on the previous quarter.

Twitter Monthly Active Users

Source: SocialMediaToday

Twitter did not reveal its full daily active user counts, but CFO Ned Segal said that the figure continues to be less than half of its monthly users, which puts the count at below 165 million DAU (for comparison, Snapchat has 173 million DAU, Instagram has 500 million).

On the revenue front, their third quarter income declined 4.2% to $590 million, compared with $616 million a year earlier. But even with that decline, Twitter still beat analyst expectations, which were in the region of $587 million.


Facebook Adds New Tools for Groups to Help Admins Grow Their Communities

Facebook’s adding in some new group tools to further enhance group engagement, including welcome notes, member badges and specific group profiles.

Here’s what’s been announced.

1. Welcome Posts

As explained by Facebook:

“For admins, welcoming new members and making them feel supported is critical to building community. To help them introduce new members to the group, admins can now write a welcome post that will automatically tag new joiners.”

2. Group Member Badges

Facebook’s also officially adding in group member badges. 

3. Member Profiles

Facebook’s also adding new member profiles which will provide insights relevant to the group.

“Now, when group members click on another person’s name they will be directed to a group-specific profile, based on publicly-available information like things they may share in common and a feed of that person’s activity in the group.”

4. New Controls

Facebook’s also adding in new, automated tools which can provide guidance on how admins can help expand their communities, with recommendations like when your group is most active (to boost engagement with new content) and how you can help improve your group discoverability (like adding location tags).


Facebook to roll out live screen sharing

For us marketers, screen sharing is a really important feature. Well move over Skype, Zoom, GoToWebinar and friends, Facebook is joining the party!

When you want to share your screen to Facebook Live, you hit the button on the Live interface that says “Share Screen,” and you’ll be prompted to allow the extension to be installed to your browser.

When you click on the Share Screen option for the first time, a pop up will ask if you want to add the “Facebook Screen Sharing” extension.

Once installed, you can determine what you want to share by window/application. You can even stream specific tabs.


Interview | Regina Catipon, Scraawl

Regina Catipon

In today’s show I interview Regina Catipon who works as the Marketing Specialist for Intelligent Automation, Inc. Previously she worked in Washington DC’s startup space at Trove and General Assembly.

She is interested in data-driven product marketing and innovative spaces. She is a news junkie and a recent transplant of San Francisco.

About Scraawl


Scraawl is a product of Intelligent Automation, Inc. (IAI), a Rockville, Maryland-based technology innovation company. Our mission is to develop a comprehensive solution for brands to gain actionable insights by listening, searching, extracting, and analyzing social media conversations and large text corpuses. We have developed a set of advanced analytics that leverages the state-of-the-art in big-data, machine learning, natural language processing, and graph theory. Initially released in the Summer of 2015, Scraawl is now a stable and mature, fully supported, enterprise level, commercial analytics platform that is gaining rapid acceptance in the social media analytics product space. Our business case centers on helping brands and agencies understand their global audience, manage customer experience, improve public relations, drive strategic growth, and develop new clients. With analytic capabilities across multiple languages, and its ability to execute on desktops, tablets or mobile devices, our goal is to provide all the analytics a user will ever need ─ at their fingertips, anytime, and anywhere.

@tweestbyjsb in conversation with Regina Capiton from @Scraawl #JSBTalksDigital Click To Tweet

Tune in to listen to my interview with Regina


Shout-Outs: Three influencer marketing research tools

In this part of the show I give shout-outs to individuals, organisations or brands that are remarkable online and worth talking about.

Influencer marketing and outreach is a powerful way to extend your reach with a target audience without relying on paid media. Influencers have an audience and can drive traffic to your content.

This week I’m recommending three ways to find influencers.

Three ways to find influencers via @tweetsbyjsb #JSBTalksDigital Click To Tweet

1. Buzzsumo  



2. Klout  

A number between one to 100 that represents your influence. The more influential you are, the higher your Klout Score.


3. Hashtag Search

You can also do the same with #hashtags. Search for any you feel might be relevant, to find the most prevalent people talking about them on Twitter, Pinterest, and Instagram.



Ask JSB brings the voices of my listeners onto the show. 

I’m always hunting for new ideas for my podcast, blog and blog and I find the best inspiration comes from questions from my community.

If you want to hear your voice on JSB Talks Digital simply log on to and leave me your voicemail.

This week’s question is:

“Are micro-influencers worth investing in?”

Tune in to listen to my answer.


JSB’s Column | How audit the digital footprint of a social media influencer

Joanne Sweeney-Burke

In today’s column, I’m giving you a step-by-step guide on how audit the digital footprint of a social media influencer.  

The Digital Age has transformed the business of communications for PR and marketing professionals. In a world where the battle for visibility is based on vanity metrics, community and influence, how do we engage digital influencers.

What is digital influence?

In my view, digital influence has three core components, all of which are required for one to be considered a digital influencer.

How audit the digital footprint of a social media influencer #JSBTalksDigital Click To Tweet

1. Building an online tribe

The social web has given us all the remarkable opportunity to promote our brand, get visibility on our content and have an international voice. Social media is a noisy space and for that reason, we are seeing the mass shift to online communities. So when you build up a community of people who are interested in your topic you can truly begin your journey to influence.


2. When called upon they act

Having an online tribe is not enough. You need an engaged tribe. This means that when you do a ‘shout-out’ they will act, when you seek feedback they will provide it and when you are being trolled, they will come to your defence.


3. They value your expertise, opinion and seek out your truth

Anyone can be an expert, right? The word expert is one that doesn’t sit well with many people as how can prove it? For me expertise means that you are:

  • Studied in your area of knowledge
  • Practice it currently
  • You are quoted and published in third party publications or websites

Digital influencers are in almost every walk of life and industry but how they deliver a return on investment will differ according to the client requirements, and this is where the communications professional plays a key role.

In the age of social media, it’s very easy to become obsessed and distracted by vanity metrics i.e. Likes and Followers. If you are responsible for investing in digital influencers for your own brand or a client brand, you have a responsibility to do due diligence on that collaboration.

This is why I’ve put together this guide on how to engage effectively with digital influencers.

  • Page Authority
  • Domain Authority
  • Number of Fans per social network
  • Location of Fans
  • Demographic of Fans
  • Engagement Rate per social network
  • Fake Follower Audit
  • Social proof with social shares from blog posts
  • Search results for particular long-tail keywords
  • Quality of written blogs
  • Frequency of blogs published
  • Quality and frequency of social and live video produced
  • Any podcast content produced
  • Quality of visuals produced
  • Website traffic (unique sessions monthly)
  • Website traffic referral sources
  • Email database
  • Online PR mentions
  • Previous collaborations
  • Online Reviews
  • Client / brand testimonials
  • Speaking appearances
  • Own branded products 

And of course, they must share an interest in the topic you want them to talk about.

If you want to know more about influencer marketing strategy then get in touch. Simply drop me an email to


Social Media Tool of the Week: Outreach Plus

The social media tool that saved my working week this week is Outreach Plus.

Once you have discovered and audited the perfect influencers to work with, your next step is to do outreach.

OutreachPlus is a new email marketing outreach tool from Marketing Tech expert Ian Cleary founder of RazorSocial.

His new platform is designed to help agencies, brands or publishers to generate more leads, links, press and relationships.

Find out more at:


I love feedback

I’d love to know what you think about this episode. So please get in touch by commenting below or tweet me @tweetsbyJSB or send me a snap to @jsbsnaps.

Review JSB Talks Digital on iTunes


Listen: JSB Talks Digital | Episode #72

I would like to thank Eoghan Murphy aka The Galway Gamer for producing my podcast series and to Flirt FM on the campus of NUI, Galway where I am based for the use of their studio.

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1 Comment

  • Ian Cleary Reply

    Hey Joanne, thanks for the mention!!!

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