influence in social networks
DESCRIPTION
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/1faqcTGTRANSCRIPT
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INFLUENCE
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influence |ˈɪnflʊəәns|!
noun the capacity to have an effect on the character, development, or behaviour
of someone or something.
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FriendshipMarriage
Brotherhood
ProfessionProximityEducation
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YouTubeFacebook
“The Network of People”
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1 2The Framingham Heart
StudyQuantifying Influence
on Twitter
PRE POST
The Online Social Networking Services Revolution
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What has changed? What hasn’t? Does it make any difference?
?
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1The Framingham Heart Studyby Nicholas A. Christakis and James H. Fowler 2001
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The largest connected subcomponent involving 2,200 individuals in 2000 from the Framingham Heart Study Social Network. Each node represents one person.
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0
12,5
25
37,5
50
1 2 3 4 >4
431025
45
Degrees of Separation in the Network
Incr
ease
in c
hanc
e of
be
com
ing
obes
e
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3 Degrees of Influence
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Your Friends Your Friends’ Friends Your Friends Friends’ Friends
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INDUCTION
Hey I see you’re smoking. Wow, such cool. Can I try?
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HOMOPHILY
Hey I see you smoke, too. Let’s be BFFs!
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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*
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What has changed? What hasn’t? Does it make any difference?
?
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2Everyone is an InfluencerQuantifying Influence on Twitter. by Bakshy et al. 2011
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Marketing Campaign word-of-mouth diffusion
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Who are the most cost-effective users? Who can generate the highest influence-per-dollar?
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November 2009
October 2009
Analysis Prediction
Data collection over a 2 month period:
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One billion tweets
74 million users
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87 million events
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influencer |ˈɪnflʊəәns|!
noun a user who has the ability to
constantly seed cascades that spread further than others.
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“large cascades are rare”
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The most cost-efficient users are “ordinary influencers”
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Why?
Health Crime War Economy and Finance Innovation
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Networks have value.
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The position we occupy in our network shapes our experience of it.
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–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.”
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Thank You!