Lecture 13 - Influencing People in Social Networks
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15 Terms
Facebook is…
The largest social networking site today.
Measuring Influential Power: Analysis
Companies charting influential power on Twitter through followers and retweets.
Measuring Influential Power: Synthesis
Marketing campaigns buy off influential people and seed them with products.
Social Graph:
Illustrates soical relationships
Nodes
Are people
Links
Relationship between nodes
Centrality
Measure of node importance
Degree Centrality
Number of nodes connected to node, do not need to distinguish in-degree and out-degree.
Closeness Centrality
Degree does not factor in distance. Refers to number of links on path between two nodes.
Path
Set of links connecting two nodes
Shortest Path
Path between two nodes with shortest distance
Diameter
Longest of the shortest paths considering all node pairs
To find the closeness centrality for each node:
Find shortest path lengths to others and then take average of these (divide)
Closeness = 1 / average shortest path length
Betweenness Centrality
Want to factor “connectivity” in
Note 
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