Knowing who matters: discovering and analysing influence online

Knowingwho matters

Discovering and analysing influence

Identity online is dispersed

'...we are buried beneath the weight of information, which is being confused with knowledge...' Tom Waits

#1 Prior Preparation Prevents Poor Performance

#2 Think like an analyst and an anthropologist

Combine quantity with quality

"I keep six honest serving-men(They taught me all I knew);Their names are What and Why and WhenAnd How and Where and Who"

- Rudyard Kipling

#3 Look for the actionable insights

#4 Make context king

…and Twitter the court jester

“The demolition... oops, sorry, 'conservation' of our listed Marina Restaurant here in Ramsgate has caused a right royal rumpus.

Now it transpires that our council's own Heritage Development Advisor has written to English Heritage asking for their support, and inviting them to make a site visit in the 'near future'.”

- eastcliffrichard.blogspot.com

#5 Track the flow of information

…flaming on to macnn, Mac Daily News & Infinite Loop

All publicity is good publicity

…at least for a while

Influence is sentiment agnostic

Thanks for your time

@timcallington tim.callington@edelman.com