1) The document discusses how to analyze real-time web data to understand information flows and audiences. Key factors discussed include channels, demographics, topics, networks, influence, and trust.
2) It emphasizes the importance of understanding your own data and audiences in context, rather than relying on superficial metrics like number of followers.
3) Several case studies are presented that illustrate how unexpected viral events are usually driven not by a few influential people, but by resonance with a trusted network or "tribe" on a particular topic.
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