15. • Know your data
• Identify deviations from the norm (important
events)
• Identify types of events (shape of the curve)
• Understand context (language)
• Co-occurrence (relationship between terms)
24. • 28.7%
of
those
who
follow
The
Economist
also
follow
the
New
York
Times.
This
is
the
highest
intersec(on
in
terms
of
percentage.
• 19%
of
those
who
follow
Al-‐Jazeera
English
also
follow
the
New
York
Times.
• Of
the
people
who
follow
either
CNN
or
New
York
Times,
9.5%
follow
both.
• 663
users
follow
all
six
news
accounts.
26. • Know your audience
– What they talk about (audience TTs)
– Who else they follow
– Their shape (clusters)
• More followers != More engagement
• Driving traffic vs. Building a Network (reach)
29. “Influence” as an Exposed Metric is Problematic
• Simple quantifiable measure
• People aren’t always rational – may trust
someone despite past transgressions
• Dynamic – changes constantly
• Exogenous – may come from outside the
observed network
• Based on Context
36. Network Type + Resonance > Network Size
“I’m
not
a
Twi.er
celebrity
by
any
means.
I
barely
had
over
1000
followers
when
the
day
began...
What
I
do
have
is
a
tribe.
A
#ght
knit
group
of
independent
ar#sts
and
cra4ers
that
follow
me.
My
cause
resounded
with
them.
They
spread
it,
and
their
friends
spread
it,
and
a
few
big
influencers
on
Twi.er
spread
it,
and
then
it
was
gone”
42. Instead of “Influence”, think about:
• Trust
• Context Setting
• Having the right network in place (“tribe”)
• Bridges
43.
44. - Know your audience
What type of people follow you, how they’re connected
Alignment between content and audience
- No to vanity metrics
more followers doesn’t necessarily mean more engagement
- Bridges vs. Influencers
just because we’re connected doesn’t mean information will flow
- Clicks vs. Retweets
what are you optimizing for?
- Building up the Right Network
trust, resonance
- Not about being first
45. Thank You
Gilad Lotan | @gilgul
gilad@socialflow.com