Social media white paper: is influence what we should measure?
As requested, I have republished the white paper into separate blog posts so that each section can be commented on. This post focuses on the fifth section – is influence what we should measure. You can still download the full paper by clicking the link: Distributed influence: quantifying the impact of social media (PDF).
Links to all sections:
- why is it important to measure online influence?
- social media index
- defining influence
- is influence what we should measure?
- should marketers target influencers or the easily influenced?
- what can we be selling that is better to buy than impressions?
- what are the origins of influence?
- the move to micro communications
- be cautious
- a formula to understand influence
- what makes this actionable?
Is influence what we should measure?
Using this theory, the roundtable concluded that in the context of social media, an influential person is not necessarily the individual who has the ‘bright idea’. Influence can largely be determined by the meme.
In Jeremiah Owyang’s Dow Jones White Paper on ‘Tracking the Influence of Conversation’, a meme was defined as: “an idea or discussion that grows and spreads from individual to individual into a lengthy commentary”.
Jeff Jarvis strongly believed that for someone to be influential they will likely be either a meme starter or a meme spreader:
1) The meme starter (Who? When? Where? Why? How)
This person typically is creative, forms opinions and articulates them well. They have the ability to state a view at the right time. Their readership is not necessarily large but views the individual as trustworthy.
2) The meme spreader (Who? How fast? How long? Where? Why? How?)
This person thrives by sharing opinions and wants to do it first. They are trusted and have a large readership.
Starters and spreaders of memes are the most influential people – Jeff Jarvis
However, following the roundtable, I believe that there are a further three types of influencer that should be taken into consideration. They may not be as strong an influencer but they still have a high impact in the community. These people are:
3) The meme adapter
This person reads what is going on outside their traditional sphere of knowledge. They take the opinions of others and reform them so that it is tailored to their bespoke niche group. This information is then published and spread to a smaller but highly targeted audience.
4) The meme commentator
This person does not create content but reads the views and opinions of others and takes part in conversation via adding comments. They are far more likely to share the knowledge of this topic with their peers through offline discussion rather than published content.
5) The meme reader
This person does not create any online content. However, they tend to be a vociferous consumer of information to which they read, learn and share with their peers in the offline world. Although not having the same reach as the meme spreader, their views are trusted and are able to promote these ideas in an alternative method.
The common themes behind the memes are:
Topics and context
Believability and credibility of message (both real and perceived)
Relationships. Number and quality of people in any one conversation and number of talkers and listeners.
- Time. What happens now?
Filed under: social media | 1 Comment
syndicate and subscribe
Most active posts
top posts all time
- Trends: The Battle For CMO Mind Share | Forbes on Top analyst blogs
- Analyst technology predictions 2011 « Technobabble 2.0 on Technology predictions 2010
- Social Media: Blueprints, eBooks, Guides, Tutorials and Whitepaper - Kleckerlabor on White paper – distributed influence: quantifying the impact of social media
- The Internet of Things and Change | Forbes on Top analyst blogs
- Tuesday's Tip: Why Context Matters – Forget Real-Time, Achieve Right | Social Media Blog Sites on Top analyst tweeters (via TweetLevel)
- January 2015 (1)
- December 2012 (1)
- October 2012 (2)
- August 2012 (2)
- July 2012 (1)
- February 2012 (3)
- January 2012 (3)
- December 2011 (4)
- November 2011 (2)
- October 2011 (1)
- September 2011 (4)
- August 2011 (1)
- July 2011 (3)
- June 2011 (1)
- May 2011 (4)
- April 2011 (3)
- March 2011 (1)
- February 2011 (1)
- December 2010 (1)
- November 2010 (1)
- October 2010 (2)
- September 2010 (3)
- August 2010 (1)
- July 2010 (10)
- June 2010 (3)
- March 2010 (1)
- February 2010 (7)
- January 2010 (5)
- December 2009 (4)
- November 2009 (4)
- October 2009 (3)
- August 2009 (7)
- July 2009 (3)
- May 2009 (2)
- March 2009 (7)
- October 2008 (2)
- August 2008 (2)
- July 2008 (3)
- June 2008 (5)
- May 2008 (9)
- April 2008 (8)
- March 2008 (7)
- February 2008 (9)
- January 2008 (18)
- December 2007 (3)
- November 2007 (9)
- October 2007 (8)
- September 2007 (5)
- August 2007 (6)
- July 2007 (8)
- June 2007 (6)
- May 2007 (15)
- April 2007 (9)
- Ruud - hero #ucl twitter.com/Heineken/statu… 2 weeks ago
- RT @stephhoughton2: “@Heineken: .@stephhoughton2 @sdarbs10 it could go either way! What are your thoughts on the winner? #ChampionTheMatch … 3 weeks ago
- RT @Heineken: Playing around in the office. Guess where the ball will go. #ChampionTheMatch #UCL vine.co/v/OV2It1Ax1ru 2 months ago
- RT @suzanneg1404: @CampSimchaUK what a fabulous way to open your 20th anniversary dinner youtu.be/xXIgMzJVLw0 Hope it was a very successf… 2 months ago
- @David_Cameron refuses to be a leader. If he cant manage the strain of #debates what does this show about his ability to lead in a crisis 2 months ago
This work is licensed under a Creative Commons License
DisclaimerThis blog accepts forms of cash advertising in the form of link placement. However, neither my employer nor myself endorse in any way the sites that are linked.