How to measure influence in social networks
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This document discusses measuring influence in social media networks. It addresses the problem of distinguishing true influence from other factors like homophily. Examples are given of studies measuring the spread of behaviors between connected individuals online and offline. Methods for mapping influence graphs from social media data using tools like NodeXL and Gephi are also covered.
How to measure influence in social networks
- 1. @sinanaral Influence Influence inMedia Measuring in Social Social Networks (Media) Networks @sinanaral @sinanaral
- 2. @sinanaral The Problem Influence in Social Media IndustrialNetworks Strength Examples @sinanaral How to Mine An Influence Graph
- 3. @sinanaral The Problem Influence in Social Media IndustrialNetworks Strength Examples @sinanaral How to Mine An Influence Graph
- 4. @sinanaral
- 6. @sinanaral Checks every 37 minutes @sinanaral
- 7. @sinanaral Posts to 5x daily @sinanaral
- 8. @sinanaral Reviews on 4x per week @sinanaral
- 9. @sinanaral Updates every 1 hour @sinanaral
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- 14. @sinanaral
- 15. @sinanaral If we can understand how behaviors spread…
- 16. @sinanaral from person to person to person to person
- 18. @sinanaral condom use, exercise, productivity, tolerance, financial responsibility, sustainability, economic development…
- 20. @sinanaral smoking, dirty needle sharing, fraud, default, obesity, violence, hatred, waste, poverty…
- 21. @sinanaral
- 22. @sinanaral Influence in Social Media Networks @sinanaral
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- 24. @sinanaral The “Reflection Problem” Human behaviors cluster in network space and time… but is this because of peer influence or alternate explanations?
- 25. @sinanaral “Obesity is Contagious” Christakis & Fowler (2007)
- 26. @sinanaral Homophily “Birds of a feather, flock together” Robert Burton (1577-1640)
- 27. @sinanaral “(People) love those who are like themselves” Aristotle
- 28. @sinanaral “Similarity begets friendship” Plato
- 29. @sinanaral “Hanging out with a bad crowd will get you into trouble” Sinan’s Mom
- 30. “Everything is Contagious” Alternative explanations: Reflection Homophily Confounding “Loneliness is Contagious”
- 31. @sinanaral The Problem Influence in Social Media IndustrialNetworks Strength Examples @sinanaral How to Mine An Influence Graph
- 32. @sinanaral
- 33. @sinanaral The “iPad Effect” 16 P(Adoption | Friend Adopts) 14 12 INFLUENCE 10 Controlling for correlated preferences and confounding effects 8 6 4 2 0 20 40 60 80 100 120 140 160 DAYS SINCE LAUNCH
- 34. @sinanaral
- 35. @sinanaral “VIRAL DESIGN” Can we engineer products so they are more likely to be virally shared?
- 36. @sinanaral The Setup App Randomly Enabled Viral Messaging. Observed the Adoption and Use of the App by Friends of Control and Experimental Group Users.
- 37. @sinanaral Flixster - An Example Facebook Application
- 38. @sinanaral Flixster - An Example Facebook Application
- 39. @sinanaral Users can invite their friends to adopt the application and join their social network on the application itself.
- 40. @sinanaral Users can invite friends to install this application and include a personal message
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- 44. @sinanaral Which Features Spread Contagion Best? Personal Passive Invitations Awareness Influence Per Message ↑6% ↑2% Global Diffusion ↑98% ↑246% Stickiness ↑17% 0%
- 45. @sinanaral
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- 49. @thesocialcure
- 50. @sinanaral The Problem Influence in Social Media IndustrialNetworks Strength Examples @sinanaral How to Mine An Influence Graph
- 55. @sinanaral
- 57. @sinanaral
- 58. @sinanaral
- 59. @sinanaral NodeXL http://nodexl.codeplex.com Gephi https://gephi.org/
- 62. @sinanaral Gephi
- 63. @sinanaral Gephi
- 64. @sinanaral Gephi
- 65. @sinanaral Gephi
- 66. @sinanaral
- 67. @sinanaral Influence Influence inMedia Measuring in Social Social Networks (Media) Networks @sinanaral @sinanaral