SAN FRANCISCO: InPowered has launched a tool to identify and rank the top experts of any brand, product, or topic.
Through the tool, called Expert Ranking, users can discover positive opinions from experts and promote them across targeted web, social, and mobile channels.
By leveraging the credibility of experts who are writing about specific brands or products, PR pros can help brands build trust with potential consumers, said Robb Henshaw, VP of marketing and communications at inPowered.
Henshaw added that inPowered identifies experts as people who write in-depth articles on the few topics they have the most knowledge on, as well as those who actively and consistently share their knowledge on a given topic and have loyal readers who consistently share their content.
"I might be seen as someone who is an expert in PR, but if I am sharing cute baby or puppy photos and getting lots of likes on Facebook, that doesn’t make me more influential on the topic of PR," he explained. "Our [tool] is the only one that is ranking true subject matter expertise, as opposed to just social influence."
Expert Ranking is an extension of the company’s previous offering, also called inPowered, which is a content-discovery and amplification platform that helps users find trusted third-party content that has been created about a brand, product, or topic. It also differentiates editorial content from sponsored content that appears on media websites.
Users of the inPowered tool can share the content through their social channels. The effect of that shared content, including a lift in reads and social shares, is then measured, along with the impact those amplified articles have on readers' consideration of the brand that disseminated the content.
"The old tool version just showed users articles, but now we are showing articles and opinions based on the rank expertise of the authors," Henshaw explained. "The [Expert Ranking] tool elevates the impact of the PR coverage brands secure by being able to quickly identify all the things experts are saying about them and enabling them to promote [coverage] on an ongoing basis."
The platform's free option enables PR professionals to search for brands, products, and topics, and then discover and share the most trusted content, and content written by experts, with their fans and followers across social media.
Starting at a fee of $2,500 per article, PR pros can pay to promote content found through the platform's free option to a broader audience via inPowered's distribution platform.