What we learned from the top PR influencers

Followers aren't everything

The honor of having the most followers on the list surprisingly goes to the 76th most influential account @simonhuck.

What about follow? The account with the second highest number of followers on the list, @publicityguru, returns love by following the most number of people – but is at position 77.

Both accounts are relatively small in terms of influence, which shows that the number of followers is not the key to influence. It seems more important to focus on quality content and conversation to build influence.

Always create a conversation

If we focus on the engagement-led conversation metrics offered by BuzzSumo, we see a different picture of influence. These metrics show influencers' ability to generate strong engagement – which often takes precedence over followers – and are very important to both PRs and their clients.

For example, when you're launching a new product, retweets help get the message across. So, you should target audiences who are likely to retweet. And if you're looking for influential PRs to get inspiration and a sense of community, you may be more interested in high-response accounts so you can join the conversation.

Unsurprisingly, the account on the list with the highest average retweets is among the top 10 PR influencers. At position 8, @andrewbloch achieved an average of 10 retweets per tweet!

Influence is diverse

While the number one most influential PR account @richleighpr has fewer followers than some of the accounts on the list, he's part of a tight community that listens to what he says. He has a blue check mark, 72% of his tweets are replies, and he receives an average of two retweets for each tweet. His influence appears to have come from having a sophisticated presence and leading the conversation.

All of this shows that while individual metrics are important, the way to get to the top of this list is to balance some of them perfectly – something PRs know about wearing a thing or two, given all those hats.

Influence is a capricious creature, especially for PRs, but having some insight into how it is made can be helpful. If you understand influence or want to create your own influencer list, BuzzSumo is here for you – try our free 30-day trial.

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