This document discusses various methods for identifying opinion leaders within social networks. It describes opinion leaders as individuals who are socially embedded, central information brokers who are often asked for advice. Several scales and surveys are presented that can measure factors like how often one discusses an issue, how much information they provide, and whether others see them as a source of advice. The document also discusses identifying communicative adopters, market mavens, and influentials based on political participation and introducing new products. It stresses the importance of training and coordinating opinion leaders.

1. Day 3: The Civic Science Lab
Navigating the New Media Ecosystem and Writing for Social Media
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Matthew C. Nisbet
Associate Professor
School of Communication
American University
Washington D.C.
Climate Change Institute
University of Maine 5.14.13

2. Discussion Question
Spend a few minutes writing down the sources of news and
commentary that you read on a regular basis.
o Next, when using Facebook, among your friends, who’s posts do you
usually click on for useful links to news articles or other public affairs
and science-related information?
o Now consider for both your news and interpersonal sources, how
socially and politically similar are these sources?
o In other words, do these sources share your same political affinities
or outlook?
o Are they also read or being posted by other scientists or people
strongly enthusiastic about science?
o When people in your social network comment on news stories or
issues, what kinds of comments are often shared?
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3. Changing Sources of News for Science & Technology
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4. Changing Sources and Outlets for News
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5. More Choices, But Limited Attention
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6. Polarized and Differentiated Audiences
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7. @MCNisbet

8. The Social and Participatory Nature of News
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9. The Social and Participatory Nature of News
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10. Discussion Question
Spend a few minutes thinking about your social circles, ties
and networks.
o Who among these networks would you consider to be an
opinion-leader?
o What trait or characteristics do they have?
o How do they typically influence or inform others in your
social network?
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11. Who Is an Opinion-Leader?
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 INFORMATION BROKERS
 Information Givers
 Information Seekers
 Socially embedded and centrally located

12. Issue-Specific Opinion Leader
 Please rate yourself on the following scales relative to your interaction with friends and
neighbors regarding [i.e. climate change; global warming; environmental stewardship;
energy conservation etc]…
 1. In general, do you talk to your friends and neighbors about climate change?
 Scale ranges from “5,” very often to “1,” never.
 2. When you talk to your friends and neighbors about climate change do you..
 “5,” give a great deal of information, “1,” give very little information.
 3. During the past six months, how many people have you talked to about climate change?
 “5” told a number of people, “1” told no one.
 4. Compared with your circle of friends, how likely are you to be asked about climate change?
 “5” very likely to be asked, “1” not at all likely to be asked.
 5. In a discussion of climate change would you be most likely to…
 “5” listen to your friends’ ideas, “1” convince your friends of your ideas.
 6. In a discussion of climate change, which of the following happens most often?
 “5” you tell your friends about climate change, “1” your friends tell you about climate change.
 7. Overall in all of your discussions with friends and neighbors are you:
 “5” often used as a source of advice, “1” not used as a source of advice.

13. Weimann: Operationalizing the Concept;
Strength of Personality Scale
 TEN ITEM SURVEY SCALE
 I usually count on being successful in everything I do
 I am rarely unsure about how I should behave
 I like to assume responsibility
 I like to take the lead when a group does things together
 I enjoy convincing others of my opinions
 I often notice that I serve as a model of others
 I am good at getting what I want
 I am often a step ahead of others
 I own many things others envy me for
 I often give others advice and suggestions
 INDIVIDUALS GROUPED IN QUARTILES BY SCORES

14. Roper’s Influentials (Three or more)
 Here is a list of things some people do about government or politics. Have you happened to have done any of
these things in the past year? Which ones?
 1.Written or called any politician at the state, local, or national level.
 2.Attended a political rally, speech, or organized protest of any kind.
 3.Attended a public meeting on town or school affairs.
 4.Held or run for political office.
 5.Served on a committee for some local organization.
 6.Served as an officer for some club or organization.
 7.Written a letter to the editor of a newspaper or magazine or called a live radio or TV show to express an
opinion.
 8.Signed a petition.*
 9.Worked for a political party
 10.Made a speech.
 11.Written an article for a magazine or newspaper.
 12.Been an active member of any group that tries to influence public policy or government.
 *Not included in scores for respondents, used to test for social desirability.

15. Communicative Adopters
 In this measure, on a seven-point response scale, respondents are asked to
agree or disagree with the following statements:
 1. In general, I am among the first in my circle of friends to buy a new [energy
efficient product; green product; fuel efficient car etc] when it appears.
 2. If I heard that a new [energy efficient product; green product; fuel efficient car
etc] was available in the store, I would be interested enough to buy it.
 3. Compared to my friends, I own a lot of [energy efficient product; green
product; fuel efficient car etc].
 4. In general, I among the first among my circle of friends to know about a new
[energy efficient product; green product; fuel efficient car etc].
 5. I know the names of new [energy efficient products; green products; fuel
efficient cars etc] before others do.

16. Market Mavens
 Administered on a 7 point strongly agree/strongly disagree scale.
 1. I like introducing new brands and products to my friends.
 2. I like helping people by providing them with information about many kinds of
products.
 3. People ask me for information about products, places to shop, or sales.
 4. If someone asked where to get the best buy on several types of products, I could tell
him or her where to shop.
 5. My friends think of me as a good source of information when it comes to new
products or sales.
 6. Think about a person who has information about a variety of products and likes to
 share information with others. This person knows about new products, sales, stores,
and so on, but does not necessarily feel he or she is an expert on one particular
product. How well would you say that this description fits you?

17. The Importance of Training & Coordination
 Role playing.
 Informed on research that went into message design.
 Coordinated with surges in media attention to an issue, focusing
events, or advertising campaign.
 Can be matched up using micro-targeting data.

18. Discussion Question
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