October 24, 2012 - Comments Off on Measuring Influence at Digital Futures 2012

Measuring Influence at Digital Futures 2012

It’s been a busy few days for the insight team here at Bloom. I’m currently in Scotland, having taken a road trip to sunny(!) Aberdeen to talk at the wonderful Digital Futures 2012 conference. My talk – which took place today – focused specifically on our project to calculate influence from social media channels.

As many of you will probably already know, Bloom has been working with the Universities of Reading and Strathclyde to embed a new way of analysing evolving networks into a tool that helps brands to measure the impact of their social media campaigns. I discussed the history of our University collaboration during my talk today, the key points of which are neatly summed up in the video below:

To provide a real-time demonstration of the technology we’ve developed, we used Whisper – our next generation social media listening tool – to listen to the tweets containing the #de2012 hashtag over the run up to, and during, the conference. Whisper was able to visualise the evolving conversation in real-time.

Our method of calculating influence allows for the changing nature of the network to be included in our mathematical model.  During the talk today, I presented to the audience a number of different time-snapshots, and explained how @DCExchange became the account most able to pass out information about #de2012 over the course of the conference.  This ability to track how influence changes over time will be of great importance to brands. The technology can be used to keep abreast of fast-changing conversations evolving in real-time over social networks.

We’re proud to announce that we’ve prepared another paper with our University partners, which will be presented at Socinfo 2012, a leading international conference on Social Informatics in December.  During Socinfo 2012, we’ll be launching a demo version of Whisper and talking about how independent social media experts agreed with the results produced by Whisper during a blind test. Exciting times await!

If you’re interested in learning more about my talk at Digital Futures, you can find the presentation slides available to download here.