how to measure influence in social networks

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Influence in Social Media Networks

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Measuring Influence in Social (Media) Networks

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Influence in Social Media Networks

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The Problem

Industrial Strength Examples

How to Mine An Influence Graph

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Influence in Social Media Networks

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The Problem

Industrial Strength Examples

How to Mine An Influence Graph

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37minutes

Checks every

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5xdaily

Posts to

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4xper

week

Reviewson

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1hour

Updates every

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If we can understand how behaviors spread…

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from person

to person

to person

to person

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we could promote

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condom use, exercise, productivity, tolerance, financial responsibility, sustainability, economic

development…

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or contain

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smoking, dirty needle sharing, fraud, default,

obesity, violence, hatred, waste,

poverty…

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Influence in Social Media Networks

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The “Reflection Problem”

Human behaviors cluster in

network space and time…

but is this because of

peer influence or

alternate explanations?

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“Obesity is Contagious”

Christakis & Fowler (2007)

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“Birds of a feather, flock together”

Robert Burton (1577-1640)

Homophily

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Aristotle

“(People) love those who are like themselves”

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Plato

“Similarity begets friendship”

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Sinan’s Mom

“Hanging out with a bad crowd will get you into

trouble”

“Everything is Contagious”

“Obesity

is C

ontagious”

Alternative explanations:

Reflection

Homophily

Confounding

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Influence in Social Media Networks

@sinanaral

The Problem

Industrial Strength Examples

How to Mine An Influence Graph

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@sinanaral

INF

LU

EN

CE

DAYS SINCE LAUNCH

P(Adoption | Friend Adopts)

Controlling for correlated preferencesand confounding effects

The “iPad Effect”

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“VIRAL DESIGN” Can we engineer products so they are more likely to be virally shared?

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The Setup

App

Randomly Enabled Viral Messaging.Observed the Adoption and Use of the App by Friends of

Control and Experimental Group Users.

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Flixster - An Example Facebook Application

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Flixster - An Example Facebook Application

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Users can invite friends to install this application and include a personal message

Users can invite their friends to adopt the application and join their social network on the application itself.

Users can invite friends to install this application and include a personal messageUsers can invite friends to install this application and include a personal messageUsers can invite friends to install this application and include a personal message

Users can invite their friends to adopt the application and join their social network on the application itself.

Users can invite their friends to adopt the application and join their social network on the application itself.

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Users can invite friends to install this application and include a personal message

Users can invite their friends to adopt the application and join their social network on the application itself.

Users can invite friends to install this application and include a personal messageUsers can invite friends to install this application and include a personal messageUsers can invite friends to install this application and include a personal message

Users can invite their friends to adopt the application and join their social network on the application itself.

Users can invite their friends to adopt the application and join their social network on the application itself.

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@sinanaral

@sinanaral

Personal Invitations

Passive Awareness

Influence Per Message

Global Diffusion

Stickiness

Which Features Spread Contagion Best?

↑6% ↑2%

↑98% ↑246%

↑17% 0%

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@thesocialcure

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Influence in Social Media Networks

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The Problem

Industrial Strength Examples

How to Mine An Influence Graph

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#planningness

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http://www.followthehashtag.com/

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#planningness 2012

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#planningness

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#planningness

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NodeXL

Gephi

http://nodexl.codeplex.com

https://gephi.org/

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NodeXL

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NodeXL

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Gephi

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Gephi

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Gephi

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Gephi

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Influence in Social Media Networks

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Measuring Influence in Social (Media) Networks

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