Understanding influence in social media

In 1958 Herbert Kelman identified threebroad varieties of social influence:"compliance appear to agree with others, butactually keep dissenting opinions private "identification influenced by someone who isliked and respected "internalization accept a belief or behavior andagree both publicly and privately © 2010 Thomas Doyle

The Asch Conformity Experiments

The classical definition of social influence focusesmore on the the many influencing the one

“Social inﬂuence occurs when an individuals thoughts, feelings or actions are affected by other people.”

unless we are confronted with an extraordinary individual…

authority

celebrity

charisma

Now, has social mediachanged the mechanicsof social inﬂuence?

Three types of structuresin social media:"Pyramid > Twitter"Circle > Facebook"Hybrid > Blogs, Google +

Extended reach meansdemocratization of inﬂuence. The focus moves onto the " one(s) inﬂuencing the many Cosmic 140 © Information Architects, Inc. 2010

Speed: scaling atnetwork level muchfaster then before

Traceability means we can monitor the extended inﬂuence x

Traceability means we can monitor the extended inﬂuenceNYTlabs > Project Cascade"structures underlying sharingactivity on the web"

PurchasingSocialInﬂuence in Advocatingsocial media Conforming Polarizing the Discussion Setting the Agenda Generating Awareness

…the underlying single mechanic being Behaviour Change © B.J. Fogg – The Fogg Behavior Model

What deﬁnes aninﬂuencer?

Universal inﬂuencers do not exist

Credibility: expertise,charisma, authority ina speciﬁc domain

Trust: ability to set the agenda, trigger discussions andgenerating reactions

Reach: access to apotentially widenetwork of people

Network Quality:2nd, 3rd, 4th level connections

Timing: ability tobe in synch withthe needs of theaudience

Inﬂuence by volume

Inﬂuence by visibility

Inﬂuence by engagement

Social network analysis shows inﬂuence networks are built on passions andinterests, not demographics.

Michel Maffesoli introduced the idea of neo-tribalism in post-modern societies in 1996

Social Media has‘just’ supportedan emergentbehaviour thatwas already there

Too often inﬂuencenetworks analysis isassociated with PR andpromotions. "But its most valuablebeneﬁt is actuallymapping audiences byclusters of passions andinterests

And where does this leave demographics?

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Understanding influence in social media

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