Agilience matrix is to mindshare what BCG’s matrix is to marketshare. Agilience matrix distinguishes influencers according to their level of authority and audience. Influencers are mapped into four quadrants. While icons force attention and milk their popularity, Mavens and Gurus form the authority layer and deserve attention. Anchors are influencers that have the potential to become the next authorities
- Audience counts, Authority matters
- Mavens and gurus form the Authority layer
- Popular icons are Audience leaders
- Anchors are the potential mavens
We are increasingly under social media influence. But who really has influence? How can we measure it?
Influence is often confused with mere audience. The main reason is that audience is straightforward to measure on social medias: all social networks provide a direct counts of followers or likes. What does audience really stand for? Audience is at best a measure of number of fans. In fact, relying on audience to measure influence has several drawbacks and biases.
- Audience can be bought. In fact there are many sites that offer you ways to increase your number of followers so that you can appear bigger than you really are.
- Audience leaders are unfocused. Audience leaders are good to engage a general public but are not focused on a very specific topic. They are generalists who cover a bit of everything and are followed by a diverse public.
- Audience leaders rely on experts to make their minds on specific topics and often relay the views of the experts. In the influence chain, the audience leader is often the last link.
Topicality and Authority
How can we move upstream in the influence chain and find the experts? The key is topicality and community: the experts share their passion with their peers in small communities centered on their topics of interest. To get a better handle on social influence we need a community specific measure of influence.
We call it Authority. Authority is by construction community specific and measures the online authority mindshare of a topic leader within the community.
Measuring topic authority is both simple and hard. It’s simple as it’s focused on two transparent and objective criteria: 1) is the source regularly sharing content on the topic of the community? 2) is the source recognized by its peers amongst the community?
The challenging part is to compute the authority, it’s an AI challenge: Authority is a unique combination of semantics and social. Topicality challenge calls for powerful semantic engines. The social challenge is that authority leaders are not as visible than audience leaders, and hide in the long tails of sources with limited audience. Agilience computes authority rank relying on its patented A3S Artificial Intelligence engine.
Agilience reveals topic-centered communities and measures members authority, pointing out the top authorities in your field, the top stories that matter to your community and the most valuable way to engage the community.
Today there is over a billion people on social media. Self proclaimed expertise is a poor indicator of topic authority and random endorsement does not make for a more reliable indicator. Agilience profiling technology overcomes these limitations thanks to advanced Artificial Intelligence engine A3S. A3S determines topic authority by checking for topic relevancy, peer recognition.
- Systematic, objective and reliable recognition of topic authority calls for profiling technology
- Agilience A3S profiling technology is based on a unique combination of Social, Semantic and Statistical engines
- Agilience A3S powers authority based search providing you “top stories from top people”
Jessica Hall stands out as a Nail Polish and Beauty Salons authority..You can figure out from Jessica Twitter handle (@luvmylacquer) that she has something going on with nail polish. What you can’t read from her Twitter handle is that Jessica is followed by more than 20% of nail polish insiders. This means a clear and strong recognition by her peers. Beyond audience, anyone could buy, Jessica has earned peer mindshare.
Authority stands for targeted audience. Unlike overall Audience, Authority measures qualified audience with respect to a targeted community of interest. Authority matters as it pinpoints the influencers focused on a topic and recognized by their peers.
- Authority is to value what Audience is to volume
- Audience counts Authority matters
Are you a guru?
Becoming a guru on a topic is quite special. Take Hairstyle blog, one of the top the hairstyle guru.
You can read off Hairstyle’s blog’s commitment from the twitter handle: “Dedicated to helping women look their best…”
You check that hairstyle’s blog walks the talk, by reading out the posts from the blog. http://www.hairstyle-blog.com/
Beyond this commitment Hairstyle’s blog is plays central role for the community. Hairstyle blog is at the epicenter of the community.
One out of five top authority on hair style follows Hair style blog, making hairstyle blog a reference guide for it’s peers. This is a tremendous reach within the inner circle of the hairstyle top authorities. Hair style reaches far beyond the inner circle: Hairstyle’s blog twitter handles indicates over 30K followers.
All in all, Hairstyle’s blog, along with Latest hairstyle, @latest-hair, and few other is among happy few hairstyles gurus. These gurus have the magic touch, a reference guide on the topic for their peers and a source of inspiration and education for hundreds of thousands who want to look their best. This unique combination is the hallmark of a guru. Check if you are a guru in your field on agilience.com
Congratulations Hairstyle blog.