How Social Networks Shape Influence
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A 5 minute presentation I gave as part of a group project on Social Network Analysis in March 2014. Here we look at how (and if) social networking services have had a sizable impact on the way influence ripples through a network. Thanks to N. Christakis et al, Bakshy et al. A full bibliography and a more verbose explanation of the ideas and work behind this presentation can be found here: http://bit.ly/1faqcTG
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How Social Networks Shape Influence
- 1. INFLUENCE
- 2. influence |ˈɪnflʊəәns| ! noun the capacity to have an effect on the character, development, or behaviour of someone or something.
- 4. YouTube Facebook Twitter “The Network of People”
- 5. 1 2 The Framingham Heart Study Quantifying Influence on Twitter PRE POST The Online Social Networking Services Revolution
- 6. What has changed? What hasn’t? Does it make any difference? ?
- 7. 1 The Framingham Heart Study by Nicholas A. Christakis and James H. Fowler 2001
- 8. The largest connected subcomponent involving 2,200 individuals in 2000 from the Framingham Heart Study Social Network. Each node represents one person.
- 9. 0 12,5 25 37,5 50 1 2 3 4 >4 4310 25 45 Degrees of Separation in the Network Increaseinchanceof becomingobese
- 10. 3 Degrees of Influence
- 11. Your Friends Your Friends’ Friends Your Friends Friends’ Friends
- 12. INDUCTION Hey I see you’re smoking. Wow, such cool. Can I try?
- 13. HOMOPHILY Hey I see you smoke, too. Let’s be BFFs!
- 14. CONFOUNDING My colleagues and I have been smoking 60 cigarettes per day since we started working at Marlboro. But then again, it might be a coincidence. *lights 3 cigarettes at once*
- 16. What has changed? What hasn’t? Does it make any difference? ?
- 18. 2 Everyone is an Influencer Quantifying Influence on Twitter. by Bakshy et al. 2011
- 20. Who are the most cost-effective users? Who can generate the highest influence-per-dollar?
- 21. November 2009 October 2009 Analysis Prediction Data collection over a 2 month period:
- 24. influencer |ˈɪnflʊəәns| ! noun a user who has the ability to constantly seed cascades that spread further than others.
- 26. “large cascades are rare”
- 28. The most cost-efficient users are “ordinary influencers”
- 31. The position we occupy in our network shapes our experience of it.
- 32. –Mark Zuckerberg “Facebook was not originally created to be a company. It was built to accomplish a social mission - to make the world more open and connected.”
- 33. Thank You!