Maps and Hill and Knowlton’s Influencer Network Analysis

This is of no earthly use to me, virtually no good, as I have zero map/direction skills. (notice the puns, huh? huh?)
Hmmm, 2CH is the largest online community in the world but it rates a small mention next to Second Life? Ah well. Anyway, I own a Rough Guide to the online world, which you can borrow if you like:

*hat tip to Maxine Sherrin for the medieval map.

Ok, fun’s over, let’s look at mapping social networks in a grown up way, through influencer tools like Hill and Knowlton’s :We are going to see the rise of more of these tools. ROI for marketing dollar of social networks? It’s here.

We call this process Influencer Network Analysis (INA) and we can now very quickly discover connections that might have previously gone unnoticed. We can discover:

  • the relationship and influence between various media (e.g. blogs, wire, TV, print, etc)
  • issues where competitors may be trying to establish leadership (or points of weakness)
  • thought leaders on key topics or in particular geographies (e.g. financial performance, tech trends, disease awareness)
  • key commentators on topical and longer term issues along with their relationship to each other and to media
  • patterns of how certain types of stories (e.g. a merger within the media industry) play out over time so that we can predict what is likely to happen after a similar announcement
  • effectiveness of campaigns over time (e.g the above YouTube example)
  • For me, they are just as sexy as the not-for-business stuff!!

    Laurel Papworth

    Named by Forbes™ Magazine in the Top 50 Social Media Influencers globally, named Head of Industry, Social Media (Marketing Magazine™) and in the Power150 Media bloggers (AdAge™). CERT IV Training and Assessment certified trainer (Diplomas and Certificates etc) Adult Education. Laurel has manager Facebook Pages for Junior Masterchef, Idol, Big Brother etc. and have consulted on private online communities for banks Westpac, not for profits UNHCR & governments in SE Asia. Lecturer, social media, University of Sydney for 10 years and Laurel has 11,000 online students. Laurel Papworth personally connects to 6 million followers online and has taught around 100,000 people in the last 10 years how to be social media managers.

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