Measuring Diffusion and Influence on Twitter
1,494 views · Published 18 June 2010 · 4:11 · Indexed 31 October 2026
Channel: Columbia Business School · 2010 · Science & Technology
Duncan Watts, senior research scientist at Yahoo!, discusses his insights from examining the spread of common messages among millions of Twitter posts at the BRITE '10 conference. Watts and his team found that the best return on investment is to target a mass number of small influencers rather than a few highly influential people. The BRITE '10 conference on brands, innovation and technology is hosted by the Center on Global Brand Leadership at Columbia Business School. Learn more at http://www.briteconference.com or http://www.globalbrands.org
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