Identifying Influencers: A Content-Oriented Approach
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The document discusses audience engagement and influence measurement on social media via a platform called PostRank, emphasizing the concept of 'links as votes' and the importance of real-time analytics. It highlights that a significant portion of engagement occurs off-site and proposes the development of unified profiles to better assess influencers across various platforms. Future directions include improving metrics through an understanding of social graphs and optimizing campaign outreach based on identified influential actors.
Identifying Influencers: A Content-Oriented Approach
- 1. Measuring Audience Engagement & Influenceintelligence from the social webCarol Leaman, CEO@carolleamancarol@postrank.com
- 2. Links as votesIdea: “Great Pages” are the ones with many links“PageRank” circa 1997
- 3. Links as votesUser VotesMicrobloggingCommentsBookmarking …Social Web: Users vote, comment, bookmark, …“PostRank” circa 2007
- 4. 3B+ Archived Metrics 2B+ Archived Posts 350M+ user panel indexed & available in real-time…
- 5. Consumers: Find & Read What Mattershttp://gr.postrank.com
- 6. Rank Content, Feeds, Site EngagementAdAge 150, Atlantic 50, etc…
- 7. 80% of the engagement with a publisher’s content happens away from their site!
- 8. 50%+ of that engagement happensduring the first hour
- 9. Real-timeOff-site + On-siteFriendfeed for your contentPostRank Analyticshttp://analytics.postrank.com
- 11. Ranking of ContentRanking of FeedsRanking of InfluencersRanking ….is much improved when you understand the Social Graph…
- 12. Given a site, or a social profile (ex: twitter) How do we measure the engagement & influence?Who is behind this site?Future Research & Direction: Unified Profile: Blog(s), Twitter, Facebook, …
- 13. Verified, Claimed, Measurable & Real-time
- 14. Going beyond subjective “Ego Network” metricsUnified Profile of an Influencerwe all have twitter, facebook, blogs…
- 15. People Matter: . Social graph, hard to map historically . Ego networks, best predict behavior of individual
- 16. People Matter: . Social graph, hard to map historically . Ego networks, best predict behavior of individual
- 17. Different Ways to Look at InfluenceRuby Authorities: Sites that have linked to each other in the community
- 18. Different Ways to Look at InfluenceOut Links: Sites that have linked the most to others
- 19. Different Ways to Look at InfluenceRuby Influencers: People that have linked to each other
- 20. Different Ways to Look at InfluenceRuby Influencers: People that have mentioned other people
- 21. PostRank Connect20M+ Actor Database
- 22. Mapping the Social Graph
- 23. Automated profile verification
- 24. Claimed author profiles
- 25. Q: Top 50 Influencers in X?http://connect.postrank.com/Future Research & Direction: Unified Profile: Blog(s), Twitter, Facebook, …
- 26. Verified, Claimed, Measurable & Real-time
- 27. Going beyond subjective “Ego Network” metrics
- 28. Understanding & analyzing the topology of the networks
- 29. Optimal set of actors to seed a message with for your campaign?
- 30. Optimal set of actors given a budget?