***** To join INSNA, visit http://www.insna.org ***** Here is an excellent, yet sobering, article by Leskovec, Adamic & Huberman about on-line opinion leadership and viral marketing... > Firstly, it is frequently assumed in epidemic models that > every time individuals interact they have equal probability > of being infected. Contrary to this we observe that the prob- > ability of infection decreases with repeated interaction. Mar- > keters should take heed that even if viral marketing works > initially, providing excessive incentives for customers to rec- > ommend products could backfire by weakening the credibil- > ity of the very same links they are trying to take advantage of. > ...probability of purchasing a product increases with the num- > ber of recommendations received, but quickly saturates to > a constant and relatively low probability. This means that > individuals are often impervious to the recommendations of > their friends, and will resist buying items that they do not want. > In contrast, we find > that there are > limits to how influential high degree nodes are in the recom- > mendation network. As a person sends out more and more > recommendations past a certain number for a product, the > success per recommendation declines. This would seem to > indicate that individuals have influence over a few of their > friends, but not everybody they know. http://www.hpl.hp.com/research/idl/papers/viral/viral.pdf Enjoy! Valdis On Jan 18, 2007, at 10:33 AM, Guy Hagen wrote: >>> A unique value of the BuzzLogic service is its ability to gather >>> data and draw maps that show the network of trusted relationships >>> linking influential bloggers. Based on criteria established by >>> users, these maps show: >>> Who is influencing specific topics, based on linking >>> relationships and other gestures participants make within >>> blogging conversations; >>> How information flows between influencers and other participants >>> within specific conversation topics; and >>> How these relationships change, both over time and in real time. >>> Powering BuzzLogic maps is a patent pending method for indexing >>> and describing the conversations taking place within social >>> media. The method indexes the millions of publishers >>> participating in conversations and then applies advanced analytic >>> technologies to consider relationships between them and time to >>> gauge how information is being published, shaped, shared and >>> consumed. In turn, BuzzLogic quantifies the relative influence of >>> participants in conversations at moments in time and over time. > > Does this imply that they are bridging individual identities across > multiple social software sites? I find that improbable, or at > least, highly limited by the the anonymized nature of internet > activity. While not claiming to be typical, I probably belong to a > couple dozen fora, blogs, listservs, and other professional and > technical discourse sites, many using different email addresses and > "identities" (account names, signatures) as whim and convenience > dictated. > > General public/professional awareness of "online opinion leaders" > is increasing. I'm beginning to see job postings with online > "opinion leader development" as a responsibility, especially in the > medical / biotech fields: > >> http://naturejobs.nature.com/texis/jobsearch/details.html? >> id=456c8a9f4a0780&qCountry=United%20Kingdom&pp=25&view=2&page=8 >> Public Relations for BioMed Central: write and send press >> releases, press release telephone follow-up with journalists, >> journalist database management, build relationships with >> journalists, key opinion leader development, PR event management >> and other PR activity as appropriate > >> http://www.idenix.com/joinus/c_dma.html >> Director of US Medical Affairs: >> ..Building and maintaining direct oversight of a medical science >> liaison group; opinion leader advocacy development; supporting >> and.... _____________________________________________________________________ SOCNET is a service of INSNA, the professional association for social network researchers (http://www.insna.org). To unsubscribe, send an email message to [log in to unmask] containing the line UNSUBSCRIBE SOCNET in the body of the message.