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Influence: Seeing through the ends to the conversations

<![CDATA[Matt Galloway hits on many great ideas, which I found via Dina. The gang (it’s growing) at Persuadio is building a company on many of these ideas, focusing on vertical analysis of influence—not just the influentials, but the paths around them, the velocity of ideas, the fact that there are influentials and amplifiers, and more—we […]

<![CDATA[Matt Galloway hits on many great ideas, which I found via Dina.
The gang (it’s growing) at Persuadio is building a company on many of these ideas, focusing on vertical analysis of influence—not just the influentials, but the paths around them, the velocity of ideas, the fact that there are influentials and amplifiers, and more—we will have a real Web site in the next couple weeks as we emerge from stealth mode. The first example of our technology, at www.mydensity.com, which tracks the social network two degrees around any URL, doesn’t get to any of the influence tracking by topic/theme, but it is available in an enterprise service.
I agree with John Dowdell, who commented on Matt’s posting, that aggregate-by-author will not always work to identify influential bloggers. I agree with Matt that the size of the whole Blogosphere doesn’t matter, nor does the whole Web. When looking at influence, we have to dig very deeply into narrow spectrums of network relationships.
I contend that there are layers of influence based on different interests among writers, but the existing relationships we have with the writer (or podcaster or…) do carry over into areas where they are not necessarily “expert” or consistently writing about. Understanding how those marginal relationships can be amplified is important to seeing into the flow of influence. So, aggregate-by-author must be combined with topic-based aggregation and other analysis to provide real insight into how a conversation is changing, how it is changed by the marketer’s participation or by advertising or other types of messaging, whether a competitor’s or a customer’s.
“Influentials” casts the influencer as an end-point on the network, which simplifies how marketers deal with them; they are, however, conttenuated by the network. Participatory marketing based on increasingly transparent views of the conversation needs to recognize how dynamic influence is—getting an influential talking is only the beginning, not the end, of the process.
We’re building the system that delivers feedback that lets you see into what the process is producing for the marketer; and we’ll do some great things for bloggers, political campaigns, media watchdogs and media companies, too.

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7 replies on “Influence: Seeing through the ends to the conversations”

We are trying to marshall the collective talents of bloggers to cover the annual convention of the National Assn. of REALTORS in late October. This is not a commercial undertaking. It is a “Human Experiment”. Considering the nature of the event, please consider the following:
IT IS NOT NECESSARY TO ATTEND the convention to join The Real Estate Blog Squad. The issues and events of the convention will have an impact on real estate professionals nationwide. REALTORS can consider blogging from home as “Foreign Correspondents” that week, offering coverage of their own market areas, or respond to the issues that are presented at the convention. There will be a central blog that will contain REBS posts, with links to all contributors’ web sites and blogs. We expect a pre-convention blog launch in mid-August, 2005.
See who’s on board already: http://RealEstateBlogSquad.com

Influence and blogging
I suspect one way to identify these Influential bloggers: The influentials write original, cogent content that cause second and third-tier bloggers (like me) to go “Hmmm” and link to them with posts like this one.

Finding the blog influentials
Matt Galloway hits on many great ideas in his post about influential bloggers.
It is quite simple: (good) bloggers = Influentials
To stay ahead of the curve:
Find your blog influentialsListenRepeat step 2
Why I blog this? Now that we have thi…

Mitch: Thanks for the mention. Your work sounds really interesting. I’m actually on my way home from vacation and don’t have much time but I plan to look more into this when I get a change next week.
-Matt

More on Blog Influentials
Wow, there’s been a lot of great discussion about my recent post
Discovering
Blog Influentials. It’s been discussed by Hether
Green at BusinessWeek Online’s Blogspotting, Rex
Hammock at RexBlog, Dana
VanDen Heuvel, Dina
Metha at Conversations with D…

More on Blog Influentials
Wow, there’s been a lot of great discussion about my recent post
Discovering
Blog Influentials. It’s been discussed by Hether
Green at BusinessWeek Online’s Blogspotting, Rex
Hammock at RexBlog, Dana
VanDen Heuvel, Dina
Metha at Conversations with D…