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What Defines Social Media Influence?

Marketing

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“What defines social media influence?” asked Anthony Fradet, Chief Operating Officer at Linkfluence UK. “When we think about this, we think in terms of numbers…when we talk about social media, numbers have a very important element.” Despite this, Anthony said that “we are in the age of the tyranny of numbers.” We need to understand what’s really behind the numbers.

At Social Media Week London, Anthony spoke about how influence on social media is not a numbers game. It requires a holistic approach where context is key. “When you want to use numbers in terms of social influence, you can be mislead very easily. In reality, every single number is the result of a methodology, and of a choice that has been made by someone.”

Anthony took us through three case studies to show how to approach social influence. To watch the entire talk, plus access more than 100 hours of other SMW events and presentations, sign up for SMW Insider.

  • How network ecosystem analysis predicted the EU referendum result – Anthony showed us how Linkfluence UK identified the political web in the UK. This was able to tell them which websites favored the Brexit and which didn’t.
  • How audience mapping helped Danone understand cities – Anthony mentioned how the key to doing this is by “organizing individuals in communities based on the topics they really talk about, not what they say they are.”
  • Understanding Expedia’s footprint within its social media landscape and the wider Travel Ecosystem – “You want to understand which people are influential for your consumers, because they are trusted by your consumers.”

Key takeaways:

  1. Context is key to social influence.
  2. Interest is not influence.
  3. To make sense of audiences, content analysis is necessary – but too much content can become a nightmare.

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