Demonstration of dynamic targeting in an online social medium

Higham, Desmond J. and Laflin, Peter and Ainley, Fiona and Otley, Amanda and Mantzaris, Alexander Vassilios (2012) Demonstration of dynamic targeting in an online social medium. In: SocInfo 2012, 2012-12-05 - 2012-12-07.


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    We will demonstrate new software for analysing social media networks, such as Twitter and Facebook, in real time to calculate influence ratings that identify influential individuals and assess sentiment within a conversation. The software utilises the new dynamic centrality measures [1,2] developed at the Universities of Reading and Strathclyde and allows a changing social network to be investigated quickly and accurately. The influence score is different to those produced by Klout and Peer Index. The score calculated by the software focuses on a specific conversation rather than a specific individual. When assessed by social media experts, the scores produced by the software have been verified to be more representative and realistic than Klout and Peer Index in relation to specific conversations.