influence in social networks
DESCRIPTION
A 5 minute presentation I gave as part of a group project on Social Network Analysis in March 2014. Here we look at how (and if) social networking services have had a sizable impact on the way influence ripples through a network. Thanks to N. Christakis et al, Bakshy et al. A full bibliography and a more verbose explanation of the ideas and work behind this presentation can be found here: http://bit.ly/1faqcTGTRANSCRIPT
INFLUENCE
influence |ˈɪnflʊəәns|!
noun the capacity to have an effect on the character, development, or behaviour
of someone or something.
FriendshipMarriage
Brotherhood
ProfessionProximityEducation
YouTubeFacebook
“The Network of People”
1 2The Framingham Heart
StudyQuantifying Influence
on Twitter
PRE POST
The Online Social Networking Services Revolution
What has changed? What hasn’t? Does it make any difference?
?
1The Framingham Heart Studyby Nicholas A. Christakis and James H. Fowler 2001
The largest connected subcomponent involving 2,200 individuals in 2000 from the Framingham Heart Study Social Network. Each node represents one person.
0
12,5
25
37,5
50
1 2 3 4 >4
431025
45
Degrees of Separation in the Network
Incr
ease
in c
hanc
e of
be
com
ing
obes
e
3 Degrees of Influence
Your Friends Your Friends’ Friends Your Friends Friends’ Friends
INDUCTION
Hey I see you’re smoking. Wow, such cool. Can I try?
HOMOPHILY
Hey I see you smoke, too. Let’s be BFFs!
CONFOUNDING
My colleagues and I have been smoking 60 cigarettes per day since we started working at Marlboro. But then again, it
might be a coincidence. *lights 3 cigarettes at once*
What has changed? What hasn’t? Does it make any difference?
?
2Everyone is an InfluencerQuantifying Influence on Twitter. by Bakshy et al. 2011
Marketing Campaign word-of-mouth diffusion
Who are the most cost-effective users? Who can generate the highest influence-per-dollar?
November 2009
October 2009
Analysis Prediction
Data collection over a 2 month period:
One billion tweets
74 million users
87 million events
influencer |ˈɪnflʊəәns|!
noun a user who has the ability to
constantly seed cascades that spread further than others.
“large cascades are rare”
The most cost-efficient users are “ordinary influencers”
Why?
Health Crime War Economy and Finance Innovation
Networks have value.
The position we occupy in our network shapes our experience of it.
–Mark Zuckerberg
“Facebook was not originally created to be a company. It was built to accomplish a social mission - to make the world more
open and connected.”
Thank You!