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Influencer Marketing: Social Graph and Influencer typologies

The network of social relationships has a huge weight in choosing the right Influencers. But how do you define different types of Influencers based on the Social Graph?

For an effective influencer marketing strategy, it is essential to find the right Influencer, which does not always correspond to the most popular in the literal sense. Quantity is a parameter often overrated in the past: being an Influencer, in fact, does not mean having “simply” many followers. After explaining how it is essential to set the objectives underlying the strategy before starting the research on Influencers, we will address the question of the “weight” of the social relationships that these build with their network.

If you are convinced that your Influencer Marketing strategy goes well, do not continue reading this article and download our checklist to see if you really have everything under control:

download the checklist

Use it as a test or as a memorandum for your weekly activities. Share it with your department and build your Data-Driven Strategy day after day.

Social Graph and Open Graph: the strength of Social Network reports

According to Brian Solis, digital analyst of Altimeter Group, there are 3 factors that can determine the influence of a user on Social Networks: the Reach, a parameter that can define the ability to disseminate content to a user; Relevance, that is, the centrality of a user with respect to his audience and the relevance of the content he diffuses; the Resonance, a parameter that detects the level of engagement of a topic, its duration and its “strength”.

Taking into account the Reach, the most interesting thing is how this complex parameter (in turn formed, according to Solis, from subparameters like Popularity, Proximity and Gratitude) is linked to the universe of social relations that the user has established with the rest of the network: his Social Graph.

It’s an idea that draws mathematical studies on Graph Theory and that in the field of sociology, defines the social network concept: a complex structure made of relationships between individuals and organizations. These actors are called “nodes” and develop links between them that can be based on different aspects: blood relationships, sharing values, common interests, working relationships, sharing social status and much more.

The Social Graph is a graphical representation of the whole of these social ties, of the connections that occur between the various nodes of a network: a theory that is well suited to social networks and the ability of users to relate online.

Examples of Social Graph: connections in Game of Thrones

An example of the application of the Social Graph in the digital environment is the Open Graph of Facebook, a protocol presented by the famous network in the “far” 2007: allows each web page to interact with the social network in a bidirectional way.

To make the concept clearer we present an analysis of the Game Of Throne Social Graph created by Will Lyon with Neo4j – software for open source graph databases developed entirely in Java – based on the co-occurrences of the characters in the third book, A Storm of Swords. Through some queries and algorithms it is possible to render, in graphic form, the complexity and relevance of the connections between the characters, based on reports and appearances.

Ifluencer makreting: immagine che mostra un Social Graph che rappresenta la rilevanza delle connessioni di Game of Thrones

The weight of the Social Graph on Influencer Marketing

It is clear how the density and complexity of a user’s Social Graph can be decisive in considering a user, or not, as a potential influencer for our business. What counts is not just quantity of ties: in fact, relationships can have different forms, be asymmetrical, generate different consequences. Considering the type of relationship that a node establishes with its network and the flow of content generated, different types of Influencers can be distinguished.

Influencer Marketing- Immagine che illustra le tipologie di Influencer secondo il Social Graph: l'AmplificatoreThe Amplifier. A node that emits more messages than it receives: it is able to increase the flow of information.

Influencer Marketing- Immagine che illustra le tipologie di Influencer secondo il Social Graph: il Buco NeroThe Black Hole. A node that absorbs a large amount of information does not emit any message: it is, in essence, completely inactive in the production and dissemination of contents.

The Bridge. A node that connects two other hubs together, which allows a direct passage of information.

Influencer Marketing- Immagine che illustra le tipologie di Influencer secondo il Social Graph: la CatenaThe Chain. A node that receives information and passes it to the next node in a unilinear manner: a direct “word of mouth” link.

Influencer Marketing- Immagine che illustra le tipologie di Influencer secondo il Social Graph: il Canalizzatore

The Canalizer. It’s a node that gets information from many nodes and channels it in a chain.

Influencer Marketing- Immagine che illustra le tipologie di Influencer secondo il Social Graph: il Connettore

The Connector. A node that can easily connect two common nodes.

Influencer Marketing- Immagine che illustra le tipologie di Influencer secondo il Social Graph: la Diga

The Dam. A node that receives a lot of information but acts as a dam with respect to transmission: it can be a selector that only shares what it considers most relevant. It can also be an obstacle to the dissemination of information.

Influencer Marketing- Immagine che illustra le tipologie di Influencer secondo il Social Graph: l'Emittente

The Issuer. It is a node that does not listen, but deals only with producing information to send out.

Influencer Marketing- Immagine che illustra le tipologie di Influencer secondo il Social Graph: l'Emittene UnicoThe Single Issuer. It is a source of information exclusively for the single node to which it is connected.

Influencer Marketing- Immagine che illustra le tipologie di Influencer secondo il Social Graph: il Perno

The Pivot. It is a key node, able to manage the flows and to commit to the distribution of information.

Influencer Marketing- Immagine che illustra le tipologie di Influencer secondo il Social Graph: l'Inattivo

The Inactive. Node with an exclusively passive role, able to listen. It does not emit any information.

Influencer Marketing- Immagine che illustra le tipologie di Influencer secondo il Social Graph: il Megamplificatore

The Mega Amplifier. An evolution of the first type: a node that is able to function like a megaphone with respect to the nodes to which it is connected.

Influencer Marketing- Immagine che illustra le tipologie di Influencer secondo il Social Graph: il Ricevitore

The Receiver. A node that only has incoming connections: it has a role of listening only, what it receives does not return.

Influencer Marketing- Immagine che illustra le tipologie di Influencer secondo il Social Graph: il Ricevitore UnicoThe Single Receiver. It receives information only from the single node to which it is connected.

Influencer Marketing- Immagine che illustra le tipologie di Influencer secondo il Social Graph: il RiduttoreThe Reducer. A node that receives a lot of information but tends to reduce its output flow.

Influencer Marketing- Immagine che illustra le tipologie di Influencer secondo il Social Graph:il TopHub

The Tophub. It is probably the most important node of the entire network, often the engine that contributes to the exchange of information more than any other hub.

Influencer Marketing- Immagine che illustra le tipologie di Influencer secondo il Social Graph: la Ricetrasmittente

The Transceiver. A node that has a balanced relationship between what it receives and what it emits: usually a medium-small hub.

Influencer Marketing- Immagine che illustra le tipologie di Influencer secondo il Social Graph: il Vulcano

The Volcano. This type of node spreads a huge flow of information without receiving it: much in the production of information, but totally ignored by the incoming flow.

These categories will allow you to start planning a strategy, identifying which or which types of influencers could be important with respect to the objectives set. A preliminary operation that will allow to refine the analysis: by listening to online conversations and with the help of a tool that can process a large amount of data, we will be able to identify how many and which users can contribute not only to marketing and communication campaigns, or to the visibility of the Brand, but also to the construction and improvement of the service / product itself.

If you are convinced that your Influencer Marketing strategy goes well, download our checklist to see if you really have everything under control:

download the checklist

Use it as a test or as a memorandum for your weekly activities. Share it with your department and build your Data-Driven Strategy day after day.

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