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» Social Media Influentials from WebMetricsGuru
I meant to write about this yesterday but didnt have a chance - I can now. In Forget Influentials: in Viral Marketing, Context Matters Valeria Maltoni says that ...reaching influentials is not the way to reach the many. Duncan Wa... [Read More]

» Winning and Influencing in Social Media from Servant of Chaos
'how to win friends and influence people' Originally uploaded by bubbo-tubbo Over the past few months Valeria Maltoni, the Conversation Agent, has been on fire. She has written scores of long form, well thought-out and clearly articulated blog posts that [Read More]

» Duncan Watts vs. The Tipping Point from [ paul isakson ]
Note: This post is a bit late coming. It has been sitting a draft since the second day of February waiting for a couple final thoughts. Sorry about that. I'm sure you've already read quite a bit on the article that spurred it, but rather than delete it... [Read More]

Comments

I'm gonna ask the stupid question --

Your post is called "Forget Influentials" -- but everything talks about measuring and identifying influencers. Is the thrust of the post to pay more attention to the community context, not just the agents? But doesn't anything "viral" still depend on that select group of people hard-wired to spread things?

I am completely on board with diversity and distance -- as in not knowing someone too well. Why do we take the advice of a third party and not that same coming from within the organization? Taking people we know and work with for granted is quite common.

Back to influentials, the way this thought transfers there is that they are a known entity -- and we may become biased as to what they think, one way or the other... more food for thought here. Thank you!

Valeria,

Lots of interesting bits to digest. You might want to check out this post on Strong vs. Weak ties in social networks.

http://bokardo.com/archives/weak-ties-and-diversity-in-social-networks/

I discussed a bit of the idea here -

http://herbsawyer.com/2007/10/22/mess-of-thoughts-on-effective-mass-brand-communication-using-social-media-kind-of/

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