Measuring Influence Versus Popularity?


TOPIC QUESTIONS
Q1) How do you define influence and popularity?
Q2) What metrics can help define influence or popularity?
Q3) Which (popularity or influence) is more important?
   Event Details
Event Date:
     2010-08-31
Event Time:
     12PM - 1 PM EST
Participants:
     96
Tweets:
     537


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Chuck Hemann
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web: http://chuckhemann.com
BIO: Chuck Hemann is currently an Associate, Social Media with WCG, a global media services company focused on the corporate and product marketing and communications needs of leading healthcare companies. Chuck has primary responsibility for creating and maintaining state-of-the-art analytics and monitoring programs for WCG's clients. He also helps to build the company's social media practice via active engagement in online activities, new business ...more
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  • Looking forward to tweetchat on How to measure Popularity vs. Influence in socialmedia w/ Just search #sm75
    Posted by: - 08/31/2010 11:37:02 AM
  • Looking forward to today's #sociamedia tweetchat about influence and popularity. #sm75
    Posted by: - 08/31/2010 11:38:03 AM
  • RT : Looking forward to tweetchat on How to measure Popularity vs. Influence in socialmedia w/ Just search #sm75
    Posted by: - 08/31/2010 11:39:03 AM
  • RT : Looking forward to tweetchat on How to measure Popularity vs. Influence in socialmedia w/ Just search #sm75
    Posted by: - 08/31/2010 11:43:01 AM
  • shoveling in some lunch before #sm75. We're talking popularity and influence today
    Posted by: - 08/31/2010 11:45:01 AM
  • Even when he's off he's on #sm75 talking popularity and influence later today.
    Posted by: - 08/31/2010 11:47:02 AM
  • this was an interesring quote from her post: the world runs on influence, fueled by popularity...#sm75
    Posted by: - 08/31/2010 11:47:02 AM
  • Getting ready for today's hashtag social media chat: 'Measuring Influence Versus Popularity?' #sm75 http://hashtagsocialmedia.com/event/75
    Posted by: - 08/31/2010 11:48:02 AM
  • Getting ready for today's hashtag social media chat: 'Measuring Influence Versus Popularity?' #sm75 http://hashtagsocialmedia.com/event/75
    Posted by: - 08/31/2010 11:48:02 AM
  • It is, isn't it? Agree? Disagree? Chewing it over, I think there's some validity to that statement. #sm75
    Posted by: - 08/31/2010 11:50:01 AM
  • they could be interchangeable... #sm75
    Posted by: - 08/31/2010 11:51:03 AM
  • RT Getting ready for today's hashtag social media chat: 'Measuring Influence Versus Popularity?' #sm75 http://bit.ly/bYOC5D
    Posted by: - 08/31/2010 11:53:01 AM
  • They could indeed. Although I think there are more negative connotations to "popularity". That might change in time, tho. #sm75
    Posted by: - 08/31/2010 11:56:01 AM
  • definitely some value there. they feed each other. That said, I think we're looking for ability to influence in SM #sm75
    Posted by: - 08/31/2010 11:57:03 AM
  • they both can b bi-products of each other...but i agree on the stigma of being "popular" but is it a fault 2 b popular? #sm75
    Posted by: - 08/31/2010 11:58:03 AM
  • Gotta fill up my coffee - gonna need it while I try to track both #measurepr and #sm75 starting in 60 seconds.
    Posted by: - 08/31/2010 11:59:04 AM
  • getting pumped for the chat today! #sm75
    Posted by: - 08/31/2010 12:00:05 PM
  • So is ability to influence in SM tied to what Klout is measuring? If your niche isn't SM... #sm75
    Posted by: - 08/31/2010 12:00:05 PM
  • Soup. Salad. #sm75. And it's not about what I'm having for lunch. Unless it's popular. Or influences someone's choices. :)
    Posted by: - 08/31/2010 12:01:03 PM
  • I don't think so. A related question: Is it a fault to be popular if your goal is to be popular? #sm75
    Posted by: - 08/31/2010 12:01:03 PM
  • I suppose there's value in what tools like Klout are measuring. Rather create my own metrics, quite frankly. #sm75
    Posted by: - 08/31/2010 12:01:03 PM
  • See, I'm just not a fan of using metrics, per se, to identify someone's influence. Is human nature measurable? #sm75
    Posted by: - 08/31/2010 12:02:03 PM
  • Time to get rolling with todays #socialmedia tweetchat with ...#sm75
    Posted by: - 08/31/2010 12:02:03 PM
  • Sitting in on 's #sm75 chat with for a bit...
    Posted by: - 08/31/2010 12:03:02 PM
  • it 100% is, particularly for a brand. Behaviors are always measurable. #sm75
    Posted by: - 08/31/2010 12:03:02 PM
  • I guess human nature can be predictable in many instances. That counts for something. #sm75
    Posted by: - 08/31/2010 12:03:02 PM
  • Q1: how would you define influence? How does it differ from popularity? #sm75
    Posted by: - 08/31/2010 12:04:02 PM
  • welcome back arik! #sm75
    Posted by: - 08/31/2010 12:04:02 PM
  • Hey Folks - ready to get rolling. Influence and popularity are two of my favorite subjects. With that..question #1 #sm75
    Posted by: - 08/31/2010 12:04:02 PM
  • Checking in for the chat today - looking forward to it! #sm75
    Posted by: - 08/31/2010 12:05:03 PM
  • Influence is impact and popularity is reach.. #sm75
    Posted by: - 08/31/2010 12:05:03 PM
  • Q1: If you're popular, I might answer your phone call. If you're influencial, I'll take your call. #sm75
    Posted by: - 08/31/2010 12:05:03 PM
  • Sry 4 multiple tweets this hour. Join us 4 #sm75 chat! Topic: Popularity vs Influence, Which Do U Wnt w/ #socialmedia #sm
    Posted by: - 08/31/2010 12:05:03 PM
  • Also listening in on #sm75. Active listening powers, ON!
    Posted by: - 08/31/2010 12:06:03 PM
  • Q1: Unfortunately, popularity most often is #'s driven. #sm75
    Posted by: - 08/31/2010 12:06:03 PM
  • Q1: Always interesting our drive for numbers. Think it's critical to know that influence is not always #'s driven. #sm75
    Posted by: - 08/31/2010 12:06:03 PM
  • to me influence is pretty straightforward, ability to make someone think or take action #sm75
    Posted by: - 08/31/2010 12:06:03 PM
  • Influence may have nothing to do w/ Nos. You could have 10 ppl in your network if they're the right ppl. #sm75.
    Posted by: - 08/31/2010 12:07:03 PM
  • RT : Influence is impact and popularity is reach.. #sm75
    Posted by: - 08/31/2010 12:07:03 PM
  • We could say that both are subjectively defined. #sm75
    Posted by: - 08/31/2010 12:07:03 PM
  • RT : Q1: how would you define influence? How does it differ from popularity? #sm75
    Posted by: - 08/31/2010 12:07:03 PM
  • differing from popularity how? If I'm popular, I can influence right? If I'm a brand, which person am I looking for? #sm75
    Posted by: - 08/31/2010 12:07:03 PM
  • RT : Time to get rolling with todays #socialmedia tweetchat with ...#sm75
    Posted by: - 08/31/2010 12:07:03 PM
  • That's a quantitative vs qualitative issue. Popular = volume. Influence = quality of interation, trust... what matters #sm75
    Posted by: - 08/31/2010 12:08:04 PM
  • RT ...Join us 4 #sm75 chat! Topic: Popularity vs Influence, Which Do U Wnt w/ #socialmedia #sm
    Posted by: - 08/31/2010 12:08:04 PM
  • RT : Influence is impact and popularity is reach.. #sm75 Great definition!
    Posted by: - 08/31/2010 12:08:04 PM
  • Influence and popularity have nothing in common. Except for sometimes it gets all tangled up together in social media. #sm75
    Posted by: - 08/31/2010 12:08:04 PM
  • but just b/c you can use popularity *for* influence doesn't make them equivalent #sm75
    Posted by: - 08/31/2010 12:08:04 PM
  • A1: Influence is about action. Popularity is a state. #sm75
    Posted by: - 08/31/2010 12:08:04 PM
  • A1: I define influence as ability 2 guide & alter decisions, motivations, etc. Popularity may not always B influential. #sm75
    Posted by: - 08/31/2010 12:08:04 PM
    • Load 20 More
Moderator
shoveling in some lunch before #sm75. We're talking popularity and influence today
definitely some value there. they feed each other. That said, I think we're looking for ability to influence in SM #sm75
getting pumped for the chat today! #sm75
I suppose there's value in what tools like Klout are measuring. Rather create my own metrics, quite frankly. #sm75
it 100% is, particularly for a brand. Behaviors are always measurable. #sm75
Q1: how would you define influence? How does it differ from popularity? #sm75
Hey Folks - ready to get rolling. Influence and popularity are two of my favorite subjects. With that..question #1 #sm75
Q1: Unfortunately, popularity most often is #'s driven. #sm75
Q1: Always interesting our drive for numbers. Think it's critical to know that influence is not always #'s driven. #sm75
differing from popularity how? If I'm popular, I can influence right? If I'm a brand, which person am I looking for? #sm75
true, but I think our experience in this world would suggest that #s often do = influence. Rightly or wrongly. #sm75
true, but I think there's plenty of quantitative aspects to influence as well #sm75
RT : but just b/c you can use popularity *for* influence doesn't make them equivalent #sm75
if you're influencing using popularity alone is your potential audience smaller? #sm75
plenty of people are listening to him. It's just not us who feed the echo chamber. #sm75
Q1: Seems like most are agreeing that popularity feeds influence. But, I think there's one missing component to that equation #sm75
Tiger Woods. #sm75
Q1: think it's important to point out that just because someone has a bunch of followers/readers doesn't = popularity. #sm75
Q2 coming up in a couple of seconds...good discussion so far. #sm75
Add Tiger Woods to that mix. RT : so Saddam wasn't influential #sm75
sure, but I'd say Tiger is pretty unpopular among a segment of the population. But he still influences the golfing world. #sm75
bingo. which leads into the second question :-) #sm75
Q2: These terms need parameters. what metrics would you use to define influence? popularity? #sm75
RT : It's important to distinguish the act of influencing from the opp to influence. 2 different metric results. #sm75
Q2: These terms need parameters. what metrics would you use to define influence? popularity? #sm75
does depend on goals. and cause of action is certainly one. What else? #sm75
Defining these 2 words through metrics is where they interlace. We need network size to reach a large audience (popularity) #sm75
it's a fair point. but there are certainly measures of influence that are harder. #sm75
totally true. gonna get there in a second (relevance) :-) #sm75
perfect examples. If I'm linking to content, sharing content. Couldn't it be said that the person is influencing me? #sm75
inbound links, shares, bookmarks. couldn't it be said that just by subscribing that person is influencing me? #sm75
agreed. influence algorithms are hard. but, they can be tailored to specific campaigns. #sm75
Q2: it's ultimately about defining who is influential. but then defining what behavior you want to influence. then apply metrics. #sm75
totally agree. it's why I think defining metrics of influence (and popularity) are mission critical. #sm75
AH HA! Did you have access to my questions ahead of time? ;-) #sm75
OK... here comes Q3. Since already t'ed it up :-) #sm75
Q3: Obviously important to define the goals. Then define metrics. How does relevance play in influence/popularity? #sm75
Q3: To further expand on that, it's important to find people who are relevant. but how? metrics? what else? #sm75
we're talking about influence and popularity. join in! #sm75
I think you can build a pretty static algorithm, but tweak certain metrics based on campaign goals. #sm75
that's true. but, what I'm trying to tease out is how are you defining the person's relevance? Through metrics? What? #sm75
oh, totally agree. Which is why I'm not placing weight on available tools out there right now #sm75
Q3: no matter how many metrics you apply, you still need someone to apply an eye test. #sm75
Q3: Right on the mark, I think. It's important that defining influence/relevance doesn't become fully automated. #sm75
such a hater, Burbary ;-) #sm75
Q3: some good ideas on defining relevance. You wouldn't want to be as simple as # of related posts vs. non-related? #sm75
totally agree. That's why I'm saying you'd want to introduce a human element. #sm75
What some algorithms do well is tease out people who are relevant, and do reach a large audience at the same time #sm75
Q4 coming up soon... and it's one I'm sure you haven't talked about a million times already ;-) #sm75
Q3: Kind of amazing we all agree on importance of relevance. Can tell you thats not always the case outside the echo chamber. #sm75
Yeah, which is why one should never base influence on what that tool, or any other publicly avail on the Web is giving #sm75
Q3: most want the biggest reach. Perhaps the old media model encroaching? #sm75
raises an interesting question about how "old media" figures into this equation. #sm75
Hey Brian! welcome to the party. #sm75
if that wasn't a long tweet, I'd be RT'ing. Value is in the analysis. NOT the tool/numbers. #sm75
So relevance means little? All about network size? RT : To me "old media" is about who screams loud early and often...#sm75
further emphasizing the importance of a human element. yep. #sm75
totally. Would never argue that large reach isn't meaningful. Just needs some context (relevance). #sm75
ok.. Q4: Everyone knows about the Fast Company Project. What did they do well/not well in defining influence/popularity? #sm75
I figured we couldn't talk influence and popularity without talking about FC right? :-) #sm75
good point. My own sense is that they were out to define popularity. not influence. And you're right. a shame. #sm75
yep. which is why it feels like they did well at defining who's popular. NOT influential. #sm75
my fundamental issue with those kinds of projects is that it's ONLY the echo chamber who knows about it. #sm75
yep. which is why it feels like they did well at defining who's popular. NOT influential. #sm75
you think? Dunno. I saw it more of a popularity contest among echo chamber participants than anything else. #sm75
but, perhaps the echo chamber crowd is their audience. Dunno. #sm75
Not to mention that chances are good I would've been influenced by an individual sharing. Despite the project. #sm75
a truly excellent point there. #sm75
yep. Totally. if the goal was to reach A-listers/the echo chamber. they definitely influenced :-) #sm75
Q5 coming in a second... a nice, light one to close out the chat :-) #sm75
HA! RT : Q4: FC influence project? Gave me a reason *not* to follow ppl... #sm75
can't remember who raised it earlier, but that's a critical point. Long-term vs. short-term influence. #sm75
ah, well, crap. I should've known :-) #sm75
OK... Q5: Who influences you? Try to give us someone in this world we WOULDNT consider an "A-Lister." #sm75
awesome. thanks, tom. been looking for more of those folks to follow. #sm75
awesome ones. Thanks! Who else? Who influences you? Preferably not someone we'd call an "A-Lister." #sm75
Have to say that this chat was a blast. You all influenced me to think more about influence v. popularity :) #sm75
never underestimate the value of cold beer, and good discussion. #PRProfessionFTW #sm75
Thanks, Marc. Hope everyone had as much fun with it as I did. Thanks again for having me! #sm75
I think influenced me during this chat. Subscribe to his Posterous feed when you get a second. http://bit.ly/bIMUUu #sm75
thanks, Tom. Glad you could stop by. Have to share some more FireFly at some point soon! :-) #sm75
thanks, much. And thanks for lending your perspective. #sm75
back to vacation. and yes, a dozen. #sm75
- thanks a bunch for having me, Jason. Enjoyed it. Love having some open ended questions to think about. #sm75
Phewwwwww...after all that tweeting I need to return to my beer. Thanks again and ! #sm75