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INFLUENCE
influence |ˈɪnflʊəәns|
!
noun
the capacity to have an effect on the character, development, or behaviour
of someone or something.
Friendship
Marriage
Brotherhood
Profession
Proximity
Education
YouTube
Facebook
Twitter
“The Network of People”
1 2
The Framingham Heart
Study
Quantifying Influence
on Twitter
PRE POST
The Online Social Networking Services Revolution
What has changed?
What hasn’t?
Does it make any difference?
?
1
The Framingham Heart Study
by Nicholas A. Christakis
and James H. Fowler
2001
The largest connected subcomponent involving 2,200 individuals in 2000 from the
Framingham Heart Study Social Network. Each node represents one person.
0
12,5
25
37,5
50
1 2 3 4 >4
4310
25
45
Degrees of Separation in the
Network
Increaseinchanceof
becomingobese
3 Degrees of Influence
Your Friends Your Friends’ Friends Your Friends Friends’ Friends
INDUCTION
Hey I see you’re smoking.
Wow, such cool. Can I try?
HOMOPHILY
Hey I see you smoke, too.
Let’s be BFFs!
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*
What has changed?
What hasn’t?
Does it make any difference?
?
2
Everyone is an Influencer
Quantifying Influence on
Twitter.
by Bakshy et al.
2011
Marketing Campaign
word-of-mouth diffusion
Who are the most cost-effective users? 

Who can generate the highest influence-per-dollar?
November
2009
October
2009
Analysis Prediction
Data collection over a 2 month period:
One
billion
tweets
74
million
users
87 million
events
influencer |ˈɪnflʊəәns|
!
noun
a user who has the ability to
constantly seed cascades that
spread further than others.
“large cascades are rare”
The most cost-efficient users are
“ordinary influencers”
Why?
Health
Crime
War
Economy and Finance
Innovation
Networks have value.
The position we occupy in our network
shapes our experience of it.
–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.”
Thank You!

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Influence in Social Networks