Does influence exist, or is it homophily?

Posted by Ray Poynter, 7 February 2014 One of the growth areas over the last few years has been in the interest in influence marketing, with books such as “The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy”, metrics such as Klout and Kred, and marketing services such as Klout’s Perks. The appeal of the influencer model is mostly common sense and has been popularised by writers such as Malcolm Gladwell in his book Tipping Point. New ideas are picked up by key people, people with extensive networks and who tend to be trend leaders, they adopt something and influence the people around them. Looking at social data it is easy to find, for any given trend, people who were in at the start and how the trend flows into the rest of the network. The concept of influence dates back to Paul Lazarsfeld in the 1940s, who suggested that the media were intermediated by influencers. Homophily However, there are alternatives to the influencer model, and the key one you are going to be hearing about more and more is homophily. Homophily is the tendency of people with similar […]