Posted on by Phil

Assigning Value Through Social Media

Lately it seems there have been several interesting companies which are ascribing quantitative value to people’s online presence.  With data readily callable from a number of different APIs from companies like Twitter and Foursquare, there are now ways of determining how “important” different people are on the net based on their social graphs.  And, if said people make other data available (Google analytics on their blog, for example), then one can get a pretty accurate picture of the amount of influence these people are having on their peers.

In my opinion, the ability to identify influencers within different demographics and then target them for advertising, coupons, and deals will be an ever increasing trend.  For example, I recently saw a presentation by Dennis Crowley of Foursquare (which was at NYU, that’s right) in which he discussed an analytics package he would be giving to local merchants through which they could track the behaviors of their customers that use Foursquare.

Let’s say you run a paintball arena (I’m getting flashbacks to weekends in middle school).  Through Foursquare, you know that your customer Billy is an influencer – meaning that Billy typically brings new people to the arena.  You, as the arena owner, give Billy an upgraded gun and free paintballs each time he comes based on his mayor status/badges/customer loyalty.  This incents Billy to come back more and more, and we know from his past behavior, and maybe even his behaviors at other local merchants, that he tends to bring a pack of people with him – many of which are first time paintballers and wouldn’t have come otherwise.

In this example, the local merchant was able to acquire new customers by targeting Billy and giving him an incentive to come back more often.  This isn’t rocket science.  But, it will be interesting to follow how companies, particularly facebook, utilize this kind of data.  facebook knows who influencers are by whose status is commented on, whose pictures are looked at, who leads a new trend of “liking” something, etc.  Being able to map someone’s social dynamic is very powerful.  Instead of targeting boys who see Ronaldinho wearing Nike, you can now target Johnny’s friends who are jealous of his new Nike shoes because he is the captain of the soccer team and a leader in his social group.  Or, Nike can tailor their advertising to Johnny’s friends’ parents, especially before a birthday is coming up.  This is powerful stuff!

Another example, Sysomos is a company that dissects data on how people use social media.  This data on past behavior is used to assign a value to a user. For example, if someone on Toyota’s site has been to the BMW and Audi facebook pages, then they are most likely looking to make a purchasing decision and therefore are assigned a high value by Sysomos.

Lastly, Shortboard is a company that tries to assign value to someone based on their online presence, and then attach logos to their online avatar.  So, Bob has a fishing blog with 10,000 monthly uniques, a twitter following of 1,000, and so he warrants a certain score, and is offered $500/month to associate Bassmaster’s logo with his online avatar.  Pretty cool.

1,805 Replies to “Assigning Value Through Social Media”

  3. My relatives every time say that I am killing my
    time here at net, but I know I am getting familiarity all the time by reading thes nice posts.

  5. I wold like to thank you ffor the efforts you һave pᥙt іn pennkng
    this site. Ι am hoping too check out the same hiցh-grade
    blokg posts ƅy you lɑter on aѕ well. In truth, yohr creative writing abilities һаs inspired mе to get my very oᴡn site now 😉

    Also visit mу blog; desain Kitchen set

  6. I’ve been surfing on-line more than three hours today, yet
    I by no means found any fascinating article like yours.
    It is pretty price sufficient for me. In my opinion, if all website owners and bloggers
    made just right content material as you probably did, the net can be
    much more useful than ever before.

  8. Hey I know this is off topic but I was wondering if you
    knew of any widgets I could add to my blog that automatically tweet my newest twitter updates.
    I’ve been looking for a plug-in like this for quite some time and was
    hoping maybe you would have some experience with something like this.
    Please let me know if you run into anything. I truly enjoy
    reading your blog and I look forward to your new updates.

  9. It’s an remarkable paragraph in support of all the
    online users; they will take advantage from it I am sure.

  10. whoah this weblog is wonderful i really like reading your articles.

    Stay up the great work! You recognize, many individuals are looking around for
    this info, you could aid them greatly.

  12. Your style is unique compared to other folks I’ve
    read stuff from. Thanks for posting when you have the opportunity, Guess I will just bookmark this page.

  13. I’m really inspired together with your writing skills as smartly as with the format in your blog.
    Is this a paid subject or did you customize it yourself?
    Either way keep up the excellent high quality writing, it’s uncommon to peer a nice weblog like this one
    these days..

  14. Не отказывайтесь от предложений
    Клуба, ведь многие из них призваны увеличить шансы на победу.

    Also visit my blog … pin up bet

  16. I don’t know whether it’s just me or if perhaps everyone else
    experiencing issues with your website. It seems lik some of the text in your
    posts are running off tthe screen. Can someone else
    pplease comment and let me know if this is happening to them too?
    This might be a issue with my web browser becaus I’ve had this happen before.
    Many thanks

  17. Neat blog! Is your theme custom made or did you download
    it from somewhere? A theme like yours with a few simple tweeks would really make my
    blog jump out. Please let me know where you got
    your design. Thank you

  18. Our invoices vary from credeit card payments, mortgages, phones, and utility
    payments. Basically, loan issuers would come for their money in case you
    don’t make payments on time. Each collection adds to your credit report
    and can cripple your loan negotiation capability.
    In the most recent FICO versions, paid collections will not hurt your score, however, outstanding ones surely will.

    If one of your accounts goes into collection,
    yoyr credit rating plummets depending on some components.
    If your score is significantly high, you are going to lose more points than someone with a ssmall number of points.

    If you skip a payment,your creditor would report it to the agencies as”payment.” However, if you fail to pay penalties or bring your account to standing, you
    might encounter a collection. Immediately you encounter a collection;
    your credit rating will fall drastically.
    Resolving a set is a painstaking procedure, hence making timely payments is obviously an perfect way.

    Have a look at my web-site Leah

  19. Great post. I was checking continuously this blog and I am
    impressed! Extremely useful info particularly the last part
    🙂 I care for such information a lot. I was looking for this certain info for a very long time.
    Thank you and good luck.

  22. You’re so awesome! I don’t think I’ve truly read
    something like that before. So wonderful to discover someone with original thoughts on this
    topic. Seriously.. thanks for starting this up. This web site is something that is needed on the web, someone with a bit
    of originality!

  26. Hello there! I could have sworn I’ve been to this blog
    before but after reading through some of the post I realized it’s
    new to me. Anyhow, I’m definitely glad I found it and I’ll be book-marking and checking back frequently!

  28. Hi would you mind stating which blog platform you’re working with? I’m looking to start my own blog soon but I’m having a tough time making a decision between BlogEngine/Wordpress/B2evolution and Drupal. The reason I ask is because your layout seems different then most blogs and I’m looking for something unique. P.S Apologies for being off-topic but I had to ask!

  30. Amazing blog! Is your theme custom made or did you download it from somewhere?
    A design like yours with a few simple adjustements would really
    make my blog jump out. Please let me know where you got your theme.
    Many thanks

  32. Howdy I am so glad I found your webpage, I really found you by mistake, while I was researching on Aol for something else,
    Anyways I am here now and would just like to say thanks for a incredible post and a all round
    exciting blog (I also love the theme/design), I don’t have
    time to browse it all at the moment but I have saved it and also added in your RSS
    feeds, so when I have time I will be back to read more, Please do keep up the excellent work.

  33. Wow, amazing weblog format! How long have you ever been running a blog for?
    you make running a blog look easy. The total look of your web site is wonderful, let alone the
    content!

  34. Everything is very open with a precise clarification of
    the issues. It was really informative. Your website is extremely helpful.
    Many thanks for sharing!

  35. This design is incredible! You most certainly know how to keep a
    reader amused. Between your wit and your videos, I was
    almost moved to start my own blog (well, almost…HaHa!) Excellent job.
    I really loved what you had to say, and more than that, how you presented it.
    Too cool!

  36. Very nice post. I just stumbled upon your weblog and wanted to
    mention that I’ve truly loved browsing your weblog posts.
    After all I will be subscribing in your feed
    and I am hoping you write once more very soon!

  37. Hi would you mind sharing which blog platform you’re working
    with? I’m going to start my own blog soon but I’m having a difficult time deciding
    between BlogEngine/Wordpress/B2evolution and Drupal.
    The reason I ask is because your layout seems different then most blogs
    and I’m looking for something completely unique.
    P.S Apologies for being off-topic but I had to ask!

  38. Great site you have here but I was curious about if you knew of any forums that cover the same topics discussed in this article?

    I’d really love to be a part of group where I can get suggestions
    from other experienced people that share the same interest.
    If you have any recommendations, please let me know. Bless you!

  39. Heya! I’m at work browsing your blog from my new iphone! Just
    wanted to say I love reading your blog and look forward to all your posts!

    Keep up the excellent work!

  41. Hi there, after reading this remarkable piece of
    writing i am too happy to share my familiarity here with mates.

  43. It’s the best time to make some plans for the longer term and it’s time to be happy.
    I have read this publish and if I may just I want to
    recommend you some fascinating things or suggestions. Perhaps you could
    write next articles regarding this article. I wish to learn even more things about it!

  44. I must thank you for the efforts you’ve put in writing this
    site. I am hoping to view the same high-grade blog posts by you in the future
    as well. In truth, your creative writing abilities has encouraged me to
    get my very own website now 😉

  45. I will right away grasp your rss feed as I can not to find your email subscription link or
    newsletter service. Do you’ve any? Please permit me recognise in order that I may just subscribe.
    Thanks.

  47. Its like you read my mind! You appear to know a lot about this, like
    you wrote the book in it or something. I think that you could do with some pics to drive the message home a little bit, but instead of that, this is great blog.
    A fantastic read. I will certainly be back.

  48. You really make it seem really easy along with your presentation however I
    in finding this matter to be really something that I believe I might by no means understand.
    It seems too complicated and extremely extensive for me.
    I’m looking ahead in your subsequent publish, I will try to
    get the hang of it!

Comments are closed.