understanding influence in social media
TRANSCRIPT
Understanding influence in social media
© 2010 Thomas Doyle
Francesco D’Orazio, Research Director, Face, @abc3d
AQR, London, 5 September 2011
In 1958 Herbert Kelman identified three broad varieties of social influence:"
compliance appear to agree with others, but actually keep dissenting opinions private "
identification influenced by someone who is liked and respected "
internalization accept a belief or behavior and agree both publicly and privately
© 2010 Thomas Doyle
Informational social Influence"
© 2010 Thomas Doyle
Our need to be right
Our need to be liked Normative social influence
“Social influence occurs when an individual's thoughts, feelings or actions are
affected by other people.”
Three types of structures in social media:"
Pyramid > Twitter"
Circle > Facebook "
Hybrid > Blogs, Google +
Cosmic 140 © Information Architects, Inc. 2010
Extended reach means democratization of influence. The focus moves onto the "one(s) influencing the many
Traceability means we can monitor the extended influence
NYTlabs > Project Cascade"structures underlying sharing activity on the web "
Generating Awareness
Setting the Agenda
Polarizing the Discussion
Conforming
Advocating
Purchasing Social Influence in social media
Social network analysis shows influence networks are built on passions and
interests, not demographics.
Too often influence networks analysis is associated with PR and promotions. "
But its most valuable benefit is actually mapping audiences by clusters of passions and interests