A UC Berkeley study looked into who is creating most of the content online and they found that even though we have a plethora of easy publishing tools things have not changed that much: just 10 percent of us are creating and posting content. And moreover, the better educated you are, the more likely you are to post content. Back in the days of the two-step … [Read more...]
Ignore Influencers in Online Communities at Your Peril
Image by Orange Beard Back in 1940 Paul Lazarsfeld did extensive research on the effects mass media had on people. In contrast to the commonly held idea that the media had a strong influence on most people, Lazarsfeld’s team discovered that in fact some people receive more information and influence others. Some members of the public have more exposure to media, have … [Read more...]
Social Media Influence
Only 10 percent are influencers or opinion leaders. It takes time, commitment and an ability to communicate to be an influencer. The concept of opinion leadership - that 90 percent of the world is influenced by the other 10 percent - came out of a study conducted by Lazarsfeld, Berelson and Gaudet.back in 1944. Finding these influencers is the search for that 10% and has … [Read more...]
