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What are the Publications and People My Audience Pays Attention To?


As marketers, we want to reach people in the places they already engage -- on podcasts they listen to, through YouTube channels they subscribe to, via blogs and websites they actually read, and of course, through the influential accounts they follow on Twitter, Facebook, LinkedIn, and Instagram. But discovering these sources is a monstrous challenge.

Why? Because...
Surveying an audience you don't already reach is expensive, time-consuming, and suffers from the same curse all surveys do -- bias (in answers, in the selection set, etc).
Skimming through "top lists" of publications and accounts in a given field gives equally incomplete data, both because those lists often fail to include publications and people across multiple channels and because they only highlight the most prominent, easy-to-discover sources.
Prioritizing by follower counts and other raw social metrics is an awful way to uncover the true reach and influence of a publication, person, or account. Not only can these be easily gamed, they don't represent the quantity (or quality) of the specific audience you're trying to reach.

Despite an immense quantity of tools and data available to modern marketers, this fundamental problem has remained unsolved. Until now...


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