To reach them, it is necessary to know very well the characteristics of the users that make up the brand's communities, and thus be able to offer them experiences that provide emotional value to that brand-user relationship .
To identify them, you must actively listen on social networks and forums to understand what the community surrounding the brand thinks, feels or thinks about it. There are several methods austria email list that facilitate their identification, such as filtering hashtags related to the brand or the traditional system, which is through search engine alerts , and thus you will know what the desires and concerns of the brand's followers are.
Once identified, it is necessary to find out if they are suitable to be brand ambassadors. How? Taking into account some KPIs (key performance indicators): The overexposure of these people on social platforms makes them vulnerable to possible image crises due to action or omission, and their track record must be studied before counting on them. If a person with a certain audience is prone to getting into trouble and generates animosity with a certain ease, it is not a good idea to mix your brand with them, unless it is part of a well-thought-out strategy.
Brand involvement . This is generally assessed based on the number of times the brand lover mentions the brand. Although it may be the case that they mention it only a few times, that is not a reason to rule it out. The objective is to increase the community of customers, and if this user achieves this growth with each publication, no matter how few they mention it, they are achieving their goal.