how to measure influence in social networks
DESCRIPTION
Sinan Aral's talk on measuring influence given at Planning-ness 2012TRANSCRIPT
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@sinanaral
Influence in Social Media Networks
@sinanaral
Measuring Influence in Social (Media) Networks
@sinanaral
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@sinanaral
Influence in Social Media Networks
@sinanaral
The Problem
Industrial Strength Examples
How to Mine An Influence Graph
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@sinanaral
Influence in Social Media Networks
@sinanaral
The Problem
Industrial Strength Examples
How to Mine An Influence Graph
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@sinanaral@sinanaral
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@sinanaral
@sinanaral
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@sinanaral
37minutes
Checks every
@sinanaral
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@sinanaral
5xdaily
Posts to
@sinanaral
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@sinanaral
4xper
week
Reviewson
@sinanaral
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@sinanaral
1hour
Updates every
@sinanaral
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@sinanaral@sinanaral
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@sinanaral@sinanaral
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@sinanaral
@sinanaral
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@sinanaral
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@sinanaral
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@sinanaral
If we can understand how behaviors spread…
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@sinanaral
from person
to person
to person
to person
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@sinanaral
we could promote
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@sinanaral
condom use, exercise, productivity, tolerance, financial responsibility, sustainability, economic
development…
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@sinanaral
or contain
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@sinanaral
smoking, dirty needle sharing, fraud, default,
obesity, violence, hatred, waste,
poverty…
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@sinanaral
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@sinanaral
Influence in Social Media Networks
@sinanaral
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@sinanaral
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@sinanaral
The “Reflection Problem”
Human behaviors cluster in
network space and time…
but is this because of
peer influence or
alternate explanations?
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@sinanaral
“Obesity is Contagious”
Christakis & Fowler (2007)
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@sinanaral
“Birds of a feather, flock together”
Robert Burton (1577-1640)
Homophily
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@sinanaral
Aristotle
“(People) love those who are like themselves”
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@sinanaral
Plato
“Similarity begets friendship”
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@sinanaral
Sinan’s Mom
“Hanging out with a bad crowd will get you into
trouble”
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“Everything is Contagious”
“Obesity
is C
ontagious”
Alternative explanations:
Reflection
Homophily
Confounding
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@sinanaral
Influence in Social Media Networks
@sinanaral
The Problem
Industrial Strength Examples
How to Mine An Influence Graph
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@sinanaral
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@sinanaral
INF
LU
EN
CE
DAYS SINCE LAUNCH
P(Adoption | Friend Adopts)
Controlling for correlated preferencesand confounding effects
The “iPad Effect”
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@sinanaral@sinanaral
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“VIRAL DESIGN” Can we engineer products so they are more likely to be virally shared?
@sinanaral
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@sinanaral
The Setup
App
Randomly Enabled Viral Messaging.Observed the Adoption and Use of the App by Friends of
Control and Experimental Group Users.
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@sinanaral
Flixster - An Example Facebook Application
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@sinanaral
Flixster - An Example Facebook Application
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@sinanaral
Users can invite friends to install this application and include a personal message
Users can invite their friends to adopt the application and join their social network on the application itself.
Users can invite friends to install this application and include a personal messageUsers can invite friends to install this application and include a personal messageUsers can invite friends to install this application and include a personal message
Users can invite their friends to adopt the application and join their social network on the application itself.
Users can invite their friends to adopt the application and join their social network on the application itself.
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@sinanaral
Users can invite friends to install this application and include a personal message
Users can invite their friends to adopt the application and join their social network on the application itself.
Users can invite friends to install this application and include a personal messageUsers can invite friends to install this application and include a personal messageUsers can invite friends to install this application and include a personal message
Users can invite their friends to adopt the application and join their social network on the application itself.
Users can invite their friends to adopt the application and join their social network on the application itself.
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@sinanaral
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@sinanaral
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@sinanaral
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Personal Invitations
Passive Awareness
Influence Per Message
Global Diffusion
Stickiness
Which Features Spread Contagion Best?
↑6% ↑2%
↑98% ↑246%
↑17% 0%
@sinanaral
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@sinanaral
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@sinanaral@sinanaral
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@sinanaral@sinanaral
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@thesocialcure
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@sinanaral
Influence in Social Media Networks
@sinanaral
The Problem
Industrial Strength Examples
How to Mine An Influence Graph
![Page 51: How to measure influence in social networks](https://reader036.vdocument.in/reader036/viewer/2022062418/5556e2b9d8b42a0f028b4bd4/html5/thumbnails/51.jpg)
@sinanaral
#planningness
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@sinanaral
http://www.followthehashtag.com/
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@sinanaral
#planningness 2012
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@sinanaral
#planningness
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@sinanaral
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@sinanaral
#planningness
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@sinanaral
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@sinanaral
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@sinanaral
NodeXL
Gephi
http://nodexl.codeplex.com
https://gephi.org/
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@sinanaral
NodeXL
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@sinanaral
NodeXL
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@sinanaral
Gephi
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@sinanaral
Gephi
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@sinanaral
Gephi
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@sinanaral
Gephi
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@sinanaral
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@sinanaral
Influence in Social Media Networks
@sinanaral
Measuring Influence in Social (Media) Networks
@sinanaral