How to measure influence in social networks

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Influence in Social Media Networks

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Measuring Influence in Social (Media) Networks

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The Problem

Industrial Strength Examples

How to Mine An Influence Graph

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37minutes

Checks every

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5xdaily

Posts to

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4xper

week

Reviewson

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1hour

Updates every

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If we can understand how behaviors spread…

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from person

to person

to person

to person

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we could promote

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condom use, exercise, productivity, tolerance, financial responsibility, sustainability, economic

development…

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or contain

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smoking, dirty needle sharing, fraud, default,

obesity, violence, hatred, waste,

poverty…

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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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“Obesity is Contagious”

Christakis & Fowler (2007)

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“Birds of a feather, flock together”

Robert Burton (1577-1640)

Homophily

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Aristotle

“(People) love those who are like themselves”

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Plato

“Similarity begets friendship”

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Sinan’s Mom

“Hanging out with a bad crowd will get you into

trouble”

“Everything is Contagious”

“Obesity

is C

ontagious”

Alternative explanations:

Reflection

Homophily

Confounding

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The Problem



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INF

LU

EN

CE

DAYS SINCE LAUNCH

P(Adoption | Friend Adopts)

Controlling for correlated preferencesand confounding effects

The “iPad Effect”

“VIRAL DESIGN” Can we engineer products so they are more likely to be virally shared?

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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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Flixster - An Example Facebook Application

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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



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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%

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http://www.youtube.com/watch?v=UgqGAgnLOmE&feature=youtu.be

@thesocialcure

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The Problem



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#planningness

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http://www.followthehashtag.com/

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#planningness 2012

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#planningness

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#planningness

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NodeXL

Gephi

http://nodexl.codeplex.com

https://gephi.org/

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NodeXL

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Gephi

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Measuring Influence in Social (Media) Networks

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How to measure influence in social networks

Business

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