Demonstration of dynamic targeting in an online social medium

Desmond J. Higham, Peter Laflin, Fiona Ainley, Amanda Otley, Alexander Vassilios Mantzaris

Research output: Contribution to conferencePoster

Abstract / Description of output

We will demonstrate new software for analysing social media networks, such as Twitter and Facebook, in real time to calculate influence ratings that identify influential individuals and assess sentiment within a conversation. The software utilises the new dynamic centrality measures [1,2] developed at the Universities of Reading and Strathclyde and allows a changing social network to be investigated quickly and accurately. The influence score is different to those produced by Klout and Peer Index. The score calculated by the software focuses on a specific conversation rather than a specific individual. When assessed by social media experts, the scores produced by the software have been verified to be more representative and realistic than Klout and Peer Index in relation to specific conversations.
Original languageEnglish
Publication statusPublished - 5 Dec 2012
EventSocInfo 2012 - Lausanne, Switzerland
Duration: 5 Dec 20127 Dec 2012


ConferenceSocInfo 2012

Keywords / Materials (for Non-textual outputs)

  • dynamic targeting
  • online social medium
  • anadynamic centrality measureslysing
  • social media networks
  • software


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