Social media is the latest and greatest thing at the moment in the world of marketing and communications but how do we in an emerging market make the most out of what we’d call influencers, people on the web who are followed and listened to by others. The challenge that we face in a market is the Middle East is a lack of the mainstream online influencers, bloggers. Compared to Europe and the US, there are fewer bloggers in the Middle East, especially in countries such as Saudi Arabia. For those interested in pioneer bloggers, have a look at this list compiled by commentator Sultan Al-Qassemi or the Arab Media and Society’s portal on blogs.

Despite the challenges social media is an incredibly powerful way of reaching out to an audience, partly due to directness as well as its credibility. But how do you find the right influencers to reach out to? There’s a couple of very simple ways to do this and tools to use. Klout is probably the best known site for analyzing social media influence across a variety of sites such as Twitter, Facebook, Google+, LinkedIn, FourSquare, Youtube, Instagram, and WordPress.

Klout trawls social media network data and creates profiles on individuals and assigns them a “Klout score.” The higher the Klout score the more influence a person has online. Klout claims to have built more than 100 million profiles from crawling social media sites. While the site is far from perfect, it’s probably the most widely used tool to rate someone’s social media influence. You can search on Klout’s website either by topic or by the influencer’s name. Klout will give you three lists – one for top influencers, one for top +k recipients (basically people who have been rated highly by other Klout users rather than Klout’s own ratings system), and one for best content. Try a search on Dubai using Klout and see whom the website recommends.

The Klout profile for Mashable journalist Brian Hernandez

There are a number of other social ranking sites. The one which is gaining the most interest is kred.ly. At the moment Kred.ly is limited to analyzing people’s Twitter feeds only. However, Kred.ly may become very useful as it’s linked into a website called peoplebrowsr. Peoplebrowsr aims to give marketers and communicators access to influencers. The idea goes that you’d be able to identify people who are specialized in a certain topic and then pay them to promote your company or service. I’d love to hear from anyone who has used kred.ly and peoplebrowsr, especially in the Middle East.

Screenshot from social media analytics site kred.ly for blogger Dain Binder

So let’s give an example of what I’d be looking to do if I was working in tech. First thing would be to identify people with a big enough audience and enough credibility to influence others. One such user may be a prolific twitter user and the founder of saudimac.com Khaled Abdulrahman. Tweeting with the handle @khaled Khaled has over 13,000 followers and regularly updates his web site.

Khaled is a great example of an influence as he uses multiple sites to engage with an audience.

The challenge I have now is how to work with or influence Khaled. Traditional marketing would have meant paying the influencer. This is common for celebrity social media endorsements. However, this doesn’t always have to be the case with bloggers and topic specialists. Many may be willing to support you if they believe in the cause that you are promoting or if the content you give them is relevant or interesting.

The beauty of Klout, kred.ly and other tools is that they’re either free or fairly cheap to use. So when you’re next looking for people to help you communicate to an intended audience you’ve got no excuse for not finding the right influencers on the world wide web.