Between Twitter, Facebook, LinkedIn and external blogs, which creates more engagement on your site? By analyzing the visitors and visits generated by various social media sources, patterns emerge that can guide audience development initiatives. By analyzing the relationship between social media sources and engagement in B2B publishing, Scout Analytics has discovered an influential audience member type that creates engagement in other visitors. I will refer to this type of audience member as a “maven,” similar to the role described by Malcom Gladwell in The Tipping Point. According to Gladwell, “mavens are really information brokers, sharing and trading what they know.” In the context of B2Bpublishing, mavens are a special sort of fan (see my previous post on fans vs. fly-bys). [...]
