Skip to main content

Marketing Relationship Platform BuzzStream Unveils Search Engine For Influencers

Chasing the buzz. From the BuzzStream website.

Chasing the buzz. From the BuzzStream website.

A while back, BuzzStream co-founder and CEO Paul May told me, his company put out an Advertising Guide to Content Promotion.

They wanted to promote it, and began looking online for people who have written about that topic. They used Google and BuzzSumo, a tool that allows a marketer to find the best-performing content on a topic.

His staff had to then find the people behind the posts, see what else they had written, find and collect those other links, and so on. It was, May said, like “going down a rabbit hole.”

So this week his Austin, Texas-based company unveiled a free open beta of a new Discovery search engine for finding complete info about influencers.

This new offering is “a huge jumping off for the company,” he said — not really a new direction, but a more complete realization of BuzzStream’s original vision of bringing together the relationship-building tasks of PR, SEO and social media marketing. The company was founded in 2008 and says it currently has about 2000 customers, including agencies and in-house marketers.

BuzzStream’s main tool, called Outreach, helps marketers find, organize and maintain relationship-based marketing tasks, like organic link building, generating publicity from leading experts on a given subject, and so on.

With the new Discovery search engine, you enter a search term and the engine returns a listing of people who have written on this topic. The results are sorted by the most influential — that is, the ones whose posts have the most shares and who have written for the most widely-recognized publications or sites. You can filter by the number of Twitter followers and other parameters.


Other displayed info includes a short bio, list of publications the person has written for, presence on social networks, and connections to other people related to that topic.

Once identified, May said, the influencers can be approached with such requests as creating topic-specific content, acting as a brand ambassador or helping with publicity. Additionally, their blogs or social presences can be good locations to run topic-specific ads.

Neither Discovery nor Outreach are specifically designed for the kind of influencer marketing that, say, a NeoReach or TapInfluence handles, where a YouTube star with a zillion followers might be paid a fee to make a short video promoting the virtues of a new face cream.

May noted that, while BuzzStream’s platform is not specifically designed to support fee-for-promotion, the marketer can use the new relationship for whatever the two parties agree.

If you’re a BuzzStream customer, you can export the Discovery search results to Outreach, where you can perform such tasks as segmenting contacts into email lists based on topical relevance or relationship history, or tracking communications over email and Twitter.

May pointed to influencer search engines like Little Bird or Traackr as primary competitors, although he noted that “our differentiation is profile completeness and connection to the full process of ‘influencer relationship management,’” including finding, nurturing, outreaching and measuring.

Secondary competitors, he said, include media databases like Cision and Meltwater, but added that Discovery has greater depth in small- to mid-sized authors and influencers. BuzzSumo is “technically a competitor,” he said, but added that their tool can also be used in conjunction with Discovery.

via Marketing Land


Popular posts from this blog

6 types of negative SEO to watch out for

The threat of negative SEO is remote but daunting. How easy is it to for a competitor to ruin your rankings, and how do you protect your site? But before we start, let’s make sure we’re clear on what negative SEO is, and what it definitely isn’t.Negative SEO is a set of activities aimed at lowering a competitor’s rankings in search results. These activities are more often off-page (e.g., building unnatural links to the site or scraping and reposting its content); but in some cases, they may also involve hacking the site and modifying its content.Negative SEO isn’t the most likely explanation for a sudden ranking drop. Before you decide someone may be deliberately hurting your rankings, factor out the more common reasons for ranking drops. You’ll find a comprehensive list here.Negative off-page SEOThis kind of negative SEO targets the site without internally interfering with it. Here are the most common shapes negative off-page SEO can take.Link farmsOne or two spammy links likely won’…

Another SEO tool drops the word “SEO”

This guest post is by Majestic’s Marketing Director, Dixon Jones, who explains the reasons for their recent name change.
Majestic, the link intelligence database that many SEOs have come to use on a daily basis, has dropped the “SEO” from it’s brand and from its domain name, to become Since most people won’t have used Google’s site migration tool before, here’s what it looks like once you press the “go” button:

In actual fact – there’s a minor bug in the tool. The address change is to the https version of (which GWT makes us register as a separate site) but that message incorrectly omits that. Fortunately, elsewhere in GWT its clear the omission is on Google’s side, not a typo from the SEO. It is most likely that the migration tool was developed before the need for Google to have separate verification codes for http and https versions of the site.
The hidden costs of a name change
There were a few “nay sayers” on Twitter upset that Majestic might be deserting it…

What will happen to influencer marketing if Instagram ‘Likes’ go away?

In April, app researcher Jane Manchun Wong discovered Instagram was testing removing “Like” counts on posts. At the time, an Instagram spokesperson told TechCrunch it was not a public test, but an internal prototype and that the company was “exploring” new ways to reduce pressure on Instagram.The possibility that Instagram – a primary platform for influencer marketing – may potentially eliminate “Likes” could impact the influencer community, causing brands to question whether or not an influencer has enough sway to contribute to the brand’s marketing efforts. Without an outward facing metric such as “Likes,” influencers would have to rely on other resources to prove their content is worthwhile – once such resource: influencer marketing agencies.Good news for agencies“I do see it as a good thing for influencer marketing agencies and platform providers,” said Leah Logan, VP of media product strategy and marketing for Collective Bias.Logan’s influencer marketing agency works with a numbe…