How to measure influence in social networks

@sinanaralInfluence Influence inMediaMeasuring in Social Social Networks (Media) Networks @sinanaral @sinanaral

@sinanaral The Problem Influence in Social Media IndustrialNetworks Strength Examples @sinanaralHow to Mine An Influence Graph

@sinanaral

@sinanaral@sinanaral

@sinanaral Checks every 37 minutes@sinanaral

@sinanaral Posts to 5x daily@sinanaral

@sinanaral Reviews on 4x per week@sinanaral

@sinanaral Updates every 1 hour@sinanaral

@sinanaral

@sinanaral@sinanaral

@sinanaral

@sinanaral If we can understandhow behaviors spread…

@sinanaral from person to person to personto person

@sinanaralwe could promote

@sinanaral condom use, exercise, productivity, tolerance,financial responsibility,sustainability, economic development…

@sinanaralor contain

@sinanaralsmoking, dirty needlesharing, fraud, default, obesity, violence, hatred, waste, poverty…

@sinanaral

@sinanaralInfluence in Social Media Networks @sinanaral

@sinanaral

@sinanaralThe “Reflection Problem” Human behaviors cluster in network space and time… but is this because of peer influence or alternate explanations?

@sinanaral “Obesity is Contagious”Christakis & Fowler (2007)

@sinanaral Homophily “Birds of a feather, flock together”Robert Burton (1577-1640)

@sinanaral “(People) love those who are like themselves”Aristotle

@sinanaral “Similarity begets friendship”Plato

@sinanaral “Hanging out with a bad crowd will get you into trouble”Sinan’s Mom

“Everything is Contagious” Alternative explanations:  Reflection  Homophily  Confounding“Loneliness is Contagious”

@sinanaral

@sinanaralThe “iPad Effect” 16 P(Adoption | Friend Adopts) 14 12 INFLUENCE 10 Controlling for correlated preferences and confounding effects 8 6 4 2 0 20 40 60 80 100 120 140 160 DAYS SINCE LAUNCH

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

@sinanaral The Setup App Randomly Enabled Viral Messaging. Observed the Adoption and Use of the App by Friends of Control and Experimental Group Users.

@sinanaralFlixster - An Example Facebook Application

@sinanaralUsers can invite their friendsto adopt the application andjoin their social network onthe application itself.

@sinanaralUsers can invite friends to install this application andinclude a personal message

@sinanaral

@sinanaralWhich Features Spread Contagion Best? Personal Passive Invitations Awareness Influence Per Message ↑6% ↑2%Global Diffusion ↑98% ↑246% Stickiness ↑17% 0%

@sinanaral

@thesocialcure

@sinanaral#planningness

@sinanaralhttp://www.followthehashtag.com/

@sinanaral#planningness 2012

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@sinanaral NodeXLhttp://nodexl.codeplex.com Gephi https://gephi.org/

@sinanaralNodeXL

@sinanaralGephi

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@sinanaralInfluence Influence inMediaMeasuring in Social Social Networks (Media) Networks @sinanaral @sinanaral

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How to measure influence in social networks

by lewisusauk on May 23, 2012

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