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Influence on Twitter
Influence is a controversial topic and its measurement and definition is increasingly scrutinized as
social media democratizes one's ability to earn stature and prominence in new online societies.
There's a clear delineation between influence and popularity and it's important to understand that
in social networks, influence is not derived by the quantity of followers, friends, clicks, or "likes."
Nor is it discernible by the frequency of which one participates in their respective communities.
While these serve as indicators of influence, they are not necessarily constant factors in its
quantification.
Merriam-Webster defines influence as the act or power of producing an effect without apparent
exertion of force or direct exercise of command.
Exploring alternative sources, influence is described as the capacity to have an effect on the
character, development, or behavior of someone or something, or the effect itself.
Over the years, I've explored the roles of influencers in social networks and as a result, I've
refined the definition as simply the ability to cause measurable actions and outcomes. Intentional
influence then assumes that certain actions are therefore definable and as a result, desired
activity and results are now designed into strategies. The execution of these plans are then
dependent on the reach and conviction of the influential voices to which they're aligned.
If e-commerce is a form of influence, women dominate. In fact, the report shows that women shop
more online and in aggregate, they drive a disproportiate amount of online spending, representing
58% of all online spending. Accordingly, women also spend more time in social networks than
men at an average of 5.5 hours per month compared to 3.9.
According to the comScore report, women spent an average of 16.3% of their online time on
social networks. In comparison, men dedicated roughly 11.7%.
The average Klout score for males fell only two points higher at 56.
We then sampled 100,000 random Twitter users to measure the average level of influence for the
general Twitter population. Upon sorting by gender, we discovered that the majority of the group
was comprised by women, 54% vs. 46%. Of the random sample, the average Klout Scores
weighed in favor of women, 34 compared to 31 for men.
While women represent a greater portion of the overall Twitter population, men edged slightly
ahead in terms of Twitter's top influencers. Yet that power balance shifts when looking at
influence across the entire Twitterverse as women hold a higher level of influence within the
general Twitter population.