Quantifying aspects of human behaviour and social phenomena has never been simple. But in today’s world, one thing is inescapable. We are creating a new market and ecosystem of personal preferences and patterns of influence. We are creating an exponential amount of data – 3.2bn likes and comments per day, over 400m tweets per day, and rapidly being joined by Pins and Cinema.grams. We are connected in some way to more people than ever in history – an average of 229 friends of Facebook, the ability to be magnified to hundreds of thousands or millions on Twitter.
And out that seismic, epochal change, social influence, a delicate concept, rises in importance. Why? Influence is that delicate concept which describes or predicts the behaviour embedded in these trillions of connections.
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