Really good really free Edelman paper on influence of social networks

Download distributed-influence_quantifying-the-impact-of-social-media

Here’s a sample of the type of information that you can glean from this paper:

“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. 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 Starters and spreaders of memes are the most influential people – Jeff Jarviscomments. 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.”

“Much of what has been discussed in this White Paper focused on people who create and shape ideas that become influential. However, these are just passing moments in time. The higher order bit is the influence these events have on the longer term through search. This can be illustrated by showing how influential blogs, Twitter posts are indexed very highly in Google. For example, a Google search on Dell technical support will bring a negative blog post by Jeremy Zawodny
as the third choice. ”

P.S – I originally tried to embed the pdf off scribd, but wordpress.com won’t allow me to add scripts :( hencet the direct download

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Lester

Hi, my name is Lester. I'm a music lover, an avid blogger and a bit of a geek. In addition to being a people person, I'm fascinated by the internet and over the last 4 years I've become very passionate about technology, especially email marketing, blogging, social media, and community management. Thanks for reading my blog ;)