SOCIAL MEDIA AND THE POWER OF LINKS BERLIN // FEBRUARY 2010 TORSTEN HENNING HENSEL PARTNER // CREATIVE CONSULTANT NOUVÉ INTERPLAY WWW.NOUVE.EU WWW.NOUVE-INTERPLAY.COM WWW.TWITTER.COM/NOUVE_INTERPLAY WWW.FACEBOOK.COM/NOUVE.INTERPLAY NOUVENEXT.TUMBLR.COM NOUVENET.MIXXT.ORG WWW.FLICKR.COM/PHOTOS/15181047@N08/3356144677 THE MATTHEW EFFECT
In studies of the networks of citations between scientific papers, Derek de Solla Price showed in 1965 that the number of links to papers—i.e., the number of citations they receive—followed a Pareto distribution or power law. Recent interest in scale-free networks started in 1999 with work by Albert-László Barabási and colleagues who mapped the topology of a portion of the Web, finding that some nodes, which they called "hubs", had many more connections than others and that the network as a whole had a power-law distribution of the number of links connecting to a node...
Text of Matthew Effect: The Power of Links
SOCIAL MEDIA AND THE POWER OF LINKSBERLIN // FEBRUARY 2010
GOOGLE SITES ACCOUNT FOR TWO-THIRDS OF 113 BILLION SEARCHES CONDUCTED WORLDWIDE EVERY MONTH. PAGERANK, GOOGLE‘S SEARCH ALGORITHM, BECOMES ESSENTIAL IN REALITY SHAPING. IT IS BASED ON A LINK ANALYSIS THAT ORDERS ITS RESULTS BY HOW OFTEN A SITE IS LINKED. THIS LEADS TO A MATTHEW EFFECT: A SOCIOLOGICAL PHENOMENON WHERE "THE RICH GET RICHER AND THE POOR GET POORER".
THANKS TO THE MATTHEW EFFECT THE ALREADY FAMOUS BECOME MORE & MORE FAMOUS, THE OFTEN QUOTED GET MORE & MORE QUOTED... HONORS GO OVERPROPORTIONALLY TO THE ALREADY HONORED AND LEADERS STAY WHAT THEY ALREADY ARE: LEADERS.
NO MATTER HOW GREAT YOUR CONTENT IS, NO MATTER HOW SEARCH ENGINE OPTIMISED YOUR PAGE IS, IF YOU DON’T HAVE INBOUND LINKS, YOU’RE USUALLY NEXT TO NOWHERE IN THE GOOGLE SERPS – PROBABLY BECAUSE A COMPETITOR HAS GOT IN THERE FIRST AND GENERATED SOME CONTENT AND LINKS BEFORE YOU. SHAUN ANDERSON (HOBO)
GOOGLE INTERPRETS A LINK FROM PAGE A TO PAGE B AS A VOTE, BY PAGE A, FOR PAGE B. BUT, GOOGLE LOOKS AT MORE THAN THE SHEER VOLUME OF VOTES, OR LINKS A PAGE RECEIVES; IT ALSO ANALYZES THE PAGE THAT CASTS THE VOTE. VOTES CAST BY PAGES THAT ARE THEMSELVES "IMPORTANT" WEIGH MORE HEAVILY AND HELP TO MAKE OTHER PAGES "IMPORTANT".
USING HYPERLINKS PROPERLY IS CRUCIAL, IF YOU WANT YOUR WEBSITE OR BLOG TO BE CONSIDERED IMPORTANT. THE CREATIVE USE OF HYPERLINKS CAN TURN YOUR WEBSITE OR BLOG FROM A FLAT, “JUST THE FACTS, MA’AM” BROCHURE-TYPE SITE, INTO A RICH, VIBRANT INFORMATIONAL PORT: A SITE THAT PEOPLE WILL WANT TO VISIT AGAIN AND AGAIN; A PLACE THEY WILL VISIT WHENEVER THEY WANT TO LEARN ABOUT THE LATEST, OR THE “LAST WORD,” IN YOUR AREA OF EXPERTISE. AND ONCE THEY CONSIDER YOUR WEBSITE A “GO-TO PLACE,” THEY’LL CONSIDER YOU TO BE “THE EXPERT.” JULIA SCHOPICK
A REALITY THAT WILL BE BUILT OF UNIMAGINABLE AMOUNTS OF DATA. DATA THAT IS LINKED AND INTERLINKED. AND THE MORE DATA IS LINKED TO A COMPANY OR BRAND, THE MORE SUCCESSFUL THIS COMPANY AND BRAND WILL BE.
PICTURE: SCREENSHOT FROM MICROSOFT‘S VISION 2019 TVC
COMPANIES SHOULD NOT MISS TO PARTICIPATE AND SUCCEED IN THIS EVOLUTION STEP AS IT LAYS THE DATA BASIS FOR THE COMING WEBS
THE THREE RULES OF EPIDEMICS THE STICKINESS FACTOR SAYS THAT MESSAGES MUST HAVE A CERTAIN CHARACTER WHICH CAUSES THEM TO REMAIN ACTIVE IN THE RECIPIENTS' MINDS. MOREOVER, THEY MUST BE DEEMED WORTHY OF BEING PASSED ON.
THE POWER OF CONTEXT IS A RULE ABOUT THE ENVIRONMENT IN WHICH A MESSAGE SPREADS. SMALL CHANGES IN THE CONTEXT OF A MESSAGE CAN DETERMINE WHETHER OR NOT IT TIPS.
THE LAW OF THE FEW DESCRIBES HOW MESSAGES ARE PASSED THROUGH WORD OF MOUTH. BASICALLY, THREE TYPES OF PEOPLE AFFECT THE RAPID SPREAD OF MESSAGES IN NETWORKS.
ACCORDING TOMALCOLM GLADWELL
THREE TYPES OF PEOPLE ARE NECESSARY TO START A LINKING EPIDEMIC. Connectors: Folks who know lots of people who occupy many niches and subcultures.
Mavens: Collectors of information who want to be helpful, and use that information for others benefitSalesmen: People who are the great persuaders and push people off the ledge on ideas.
SOURCE AND HELPFUL INTRODUCTION: WWW.LIVINGSTONBUZZ.COM/2009/03/23/INFLUENCERS-A-DISCUSSION-ABOUT-THE-LAW-OF-THE-FEW
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