This paper focuses on the growing importance of finding key influencers within a social network. It is accompanied by a separate PowerPoint presentation summary file. This topic was presented as a school project at SMU in fulfillment of my Masters degree in Advertising - New Media.
26. Travel (764)Green (1831)<br />Science (714)<br />Accessed May 4, 2010. Browse full online directory at: http://technorati.com/blogs/directory/<br />Exhibit #2 Motivation to Participate in Social Media (Amarasinghe-2010)<br />Exhibit #3 Social Technographics Ladder (Forrester 2009 Update)<br />Exhibit #4 Peer Influence Analysis Types of Mass Influencers (Forrester, 2009)<br />Exhibit #5 Peer Influence Analysis Demographics of Mass Influencers (Forrester, 2009)<br />Exhibit #6 Social Media Influence Venn Diagram (Wu, 2010)<br />Exhibit #7 Social Networking Graph (Concept- Wu, 2010 Image-SocialNetworkAnalysis)<br />Exhibit #8 Consumer Electronics Mass Influencer Demographics (Forrester, 2009)<br />References:<br />Amerasinghe, Amitha. (April 20, 2010). SocialMediaToday Website. “What Motivates People to Participate in Social Media?”. Retrieved April 20, 2010 at http://www.socialmediatoday.com/SMC/190499?utm_source=feedblitz&utm_medium=FeedBlitzRss&utm_campaign=technology <br />Bentwood, Jonny. (2008). Edelman White Paper. “Distributed Influence: Quantifying the Impact of Social Media”. Retrieved April 17th, 2010 at: http://www.edelman.com/ <br />Bernoff, Josh. (February 17, 2009). Forrester Research Report, “Peer Influence in an Unstable Economy”. Forrester Research Inc. Cambridge: Mass.<br />Bernoff, Josh. (April 20, 2010). Advertising Age. “Spotting the Creators of Peer Influence”. Retrieved April 20, 2010 at http://adage.com/digitalnext/article?article_id=143372 <br />Brogan, Chris and Julien Smith (2009). Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust. John Wiley & Sons, Inc. Hoboken: New Jersey.<br />Bruins, Jan. Journal of Social Issues. Spring 1999. “Social Power and Influence Tactics: A Theoretical Introduction”. Retrieved April 18, 2010 at FindArticles.com http://findarticles.com/p/articles/mi_m0341/is_1_55/ai_54831706 <br />Cialdini, Robert B. (2007). Influence: The Psychology of Persuasion. Harper Collins Publishing Co. New York: New York.<br />Csikszentmihalyi, Mihaly (1996). Creativity: Flow and the Psychology of Discovery and Invention. New York: Harper Collins Pub.<br />Edelman Strategy One Research (Jan, 2010). 2010 Edelman Trust Barometer: Annual Global Opinion Leaders Study. Retrieved February 23, 2010 at: http://www.edelman.com/trust/2010/<br /> <br />Facebook Statistics. Retrieved May 5, 2010 at http://www.facebook.com/press/info.php?statistics <br />Garfield, Bob. (2009). The Chaos Scenario. Stielstra Publishing.<br />Gibs, Jon and Sean Bruich. (April 2010). Nielsen Compan and Facebook Joint Research Study. “Advertising Effectiveness: Understanding the Value of a Social Media Impression”. Retrieved May 4, 2010 at http://www.nielsen.com <br />Gladwell, Malcom. (2000). The Tipping Point. Back Bay Books: Little, Brown and Co. New York: NY. <br />“Influence” Definition. (n.d.). Dictionary.com Unabridged. Retrieved May 04, 2010, from Dictionary.com website: http://dictionary.reference.com/browse/influence <br />“Influence” Definition. (2010). In Merriam-Webster Online Dictionary. Retrieved May 4, 2010, from http://www.merriam-webster.com/dictionary/influence <br />Maki. (November 11, 2009). “11 Ways to Influence People Online and Make Them Take Action”. Retrieved April 20, 2010 at http://www.doshdosh.com/ways-to-influence-people-online/ <br />Moore, Robert J. (January 26, 2010). The Metric System Blog by RJMetrics. “New Data on Twitter’s Users and Engagement”. Retrieved May 5, 2010 at http://themetricsystem.rjmetrics.com/2010/01/26/new-data-on-twitters-users-and-engagement/ <br />Newmark, Craig. (April 6, 2010). Craig from Craigslist Indulges Himself. “Trust and Reputation Systems: Redistributing Power and Influence”. Retrieved April 18, 2010 at http://www.cnewmark.com/2010/04/trust-and-reputation-systems-redistributing-power-and-influence/ <br />Owyang, Jeremiah & Matt Toll (2007). Dow Jones White Paper. “Tracking the Influence of Conversations: A Roundtable Discussion on Social Media Metrics and Measurement”. Retrieved May 6, 2010 at http://www.web-strategist.com/blog/wp-content/uploads/2007/08/trackingtheinfluence.pdf <br />Owyang, Jeremiah. (April 5, 2010). Web Strategy by Jeremiah Owyang.“Framework: Rings of Influence”. Retrieved April 17, 2010 at http://www.web-strategist.com/blog/2010/04/05/rings-of-influence/ <br />“Persuade” Definition. (2010). In Merriam-Webster Online Dictionary. Retrieved May 4, 2010, from http://www.merriam-webster.com/dictionary/persuade <br />Qualman, Erik. (2009). Socialnomics: How Social Media Transforms the Way We Live and Do Business. John Wiley & Sons, Inc. Hoboken: New Jersey.<br />Ray, Augie and Josh Bernoff. (April 20, 2010). Forrester Research Report, “Peer Influence Analysis”. Forrester Research Inc. Cambridge: Mass.<br />Ray, Augie. (Feb 27, 2010). Forrester Blogs. “My First Forrester Report: Tapping the Entire Online Peer Influence Pyramid”. Retrieved April 20, 2010 at http://blogs.forrester.com/interactive_marketing/2010/02/my-first-forrester-report-tapping-the-entire-online-peer-influence-pyramid.html <br />Safko, Lon and David K. Brake. (2009). The Social Media Bible: Tactics, Tools, & Strategies for Business Success. John Wiley & Sons, Inc. Hoboken: New Jersey.<br />SocialNetworkAnalysis Graphics (2010). Retrieved May 6, 2010 at http://www.fmsasg.com/SocialNetworkAnalysis/ <br />Sussman, Matt. (October 19, 2009). Technorati State of the Blogosphere 2009 “Day 1: Who Are The Bloggers? SOTB 2009”. Retrieved April 14, 2010 at http://technorati.com/blogging/article/day-1-who-are-the-bloggers1/ <br />Sussman, Matt. (October 20, 2009). Technorati State of the Blogosphere 2009 “Day 2: The What and Why of Blogging- SOTB 2009”. Retrieved April 14, 2010 at http://technorati.com/blogging/article/day-2-the-what-and-why2/ <br />Sussman, Matt. (October 21, 2009). Technorati State of the Blogosphere 2009 “Day 3: The How of Blogging- SOTB 2009”. Retrieved April 14, 2010 at http://technorati.com/blogging/article/day-3-the-how-of-blogging1/ <br />Technorati blog analytics tool at http://technorati.com/ <br />Technorati Authority FAQ at http://technorati.com/what-is-technorati-authority/ <br />Twitter “TwInfluence” analytics tool at http://www.twinfluence.com/ <br />Twitter “Twitalyzer” analytics tool at http://www.twitalyzer.com/ <br />Wikipedia.com (Feb 20, 2010). “1% Rule (Internet Culture)” Retrieved April 26, 2010 at http://en.wikipedia.org/wiki/1%25_rule_%28Internet_culture%29 <br />Wu, Michael. (March 18, 2010). Lithosphere Community- Product Blog. “The 90-9-1 Rule in Reality”. Retrieved April 18, 2010 at http://lithosphere.lithium.com/t5/Building-Community-the-Platform/The-90-9-1-Rule-in-Reality/ba-p/5463 <br />Wu, Michael. (March 24, 2010). Lithosphere Community- Product Blog. “The Economics of 90-9-1: The Lorenz Curve”. Retrieved April 18, 2010 at http://lithosphere.lithium.com/t5/Building-Community-the-Platform/The-Economics-of-90-9-1-The-Lorenz-Curve/ba-p/5465 <br />Wu, Michael. (March 29, 2010). Lithosphere Community- Product Blog. “The Economics of 90-9-1: The Gini Coeficient (with Cross Sectional Analyses)”. Retrieved April 18, 2010 at http://lithosphere.lithium.com/t5/Building-Community-the-Platform/The-Economics-of-90-9-1-The-Gini-Coefficient-with-Cross/ba-p/5466<br />Wu, Michael. (April 12, 2010). “The 6 Factors of Social Media Influence: Influence Analytics 1”. Retrieved April 18, 2010 at http://lithosphere.lithium.com/t5/Building-Community-the-Platform/The-6-Factors-of-Social-Media-Influence-Influence-Analytics-1/ba-p/5708 <br />Wu, Michael. (April 15, 2010). Lithosphere Community- Product Blog. “Finding the Influencers: Influence Analytics 2”.Retrieved April 18, 2010 at http://lithosphere.lithium.com/t5/Building-Community-the-Platform/Finding-the-Influencers-Influence-Analytics-2/ba-p/5709<br />Wu, Michael. (April 22, 2010). Lithosphere Community- Product Blog. “The Right Content at the Right Time: Influence Analytics 3”. Retrieved April 26, 2010 at http://lithosphere.lithium.com/t5/Building-Community-the-Platform/The-Right-Content-at-the-Right-Time-Influence-Analytics-3/ba-p/5710<br />Wu, Michael. (April 29, 2010). Lithosphere Community- Product Blog. “Hitting Your Targets: Influence Analytics 4”. Retrieved May 4, 2010 at http://lithosphere.lithium.com/t5/Building-Community-the-Platform/bg-p/MikeW <br />