May 14 2010

Peer Influence Analysis Should Frame Your Content Strategy

Published by under marketing,social media

Total read time: 4 minutes

Recently, Augie Ray and Josh Bernoff at Forrester Research¬†released a new study on “peer influence analysis” – a systematic, data-driven way to¬†determine who the influencers are for a particular brand, and understand the social channels in which they are active.

They used technographic profiles to slice users by social activity, in order to determine “Mass Connectors” and “Mass Mavens” (with appropriate hat tip to Malcolm Gladwell’s Tipping Point). What they found was that just 16% of internet users account for 80% of social influence – which might include content creation, impressions, virality, and other factors.

Mass influencers

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