Possibly the best Facebook friend mapping tool to date
The Social Graph â€“ a quick refresher
We have talked for some time about the â€œsocial graphâ€ – this sometimes mythical explanation of an individualâ€™s profile in a social network. The cynics amongst you may consider it Social CRM â€“ and if we werenâ€™t now approaching customers as people rather than numbers (as we used to!), youâ€™d probably not be far wrong.
Facebook has always been an exciting tool to help us understand this social graph (you might argue that the structure of Facebook means that the phrase derived from Facebook). Applications are/were one of the best ways to understand the complexity, strength, depth and reach of an individualâ€™s presence in Facebook.
When someone adds an application in Facebook, we are privy to a whole host of information about that person and their network that is in the words of the olden-days â€œgold dustâ€.
What this access does is helps us understand the person behind the profile. As the video below shows (the bomb gets dropped at 1m 35s to be precise!), customers are no longer a set of general demographics.
But if the social graph helps us understand WHO the customer is rather than WHAT they are â€“ and approach them appropriately – one thing we are still struggling with (and pals Tim and Matt are making a good stab at doing), is understanding within these social graphs, just WHO are the influencers. Who SHOULD we be talking to?
Iâ€™ve been working with Influencer Mapping for over 3 years, and whilst I will be the first to admit I donâ€™t really understand how it works, I know what to do with the information when I get it. Sometimes though, this can be timely and expensive and even unreliable. I think Tim and Matt would be the first to admit that DIY influencer mapping is tricky at best.
Tying all this up with Facebook though is a bit trickier. As a closed network, we have never really been able to understand who the most influential people (not the most popular) are in any given network – until Nexus launched the tool which created the map below:
So, itâ€™s a â€œstandardâ€ network distribution map, but this has come from Facebook â€“ one of the first to be exportable. You have to add the application (as you did with Touchgraph some time ago!) but you can then play with the results to your heartâ€™s content here â€“ outside of Facebook.
Nice, but not really THAT clever Paulâ€¦
And in a way, you are right â€“ what good is this to anyone?
What if you had a Facebook Page for your brand or client thoughâ€¦what if you could add the Nexus graphing application to your Pageâ€¦what if you could then map out and cluster the people who were fans of your Pageâ€¦and you could also identify the people with the most common connectionsâ€¦or those who had the most in commonâ€¦suddenly you are able to look at your audience in an entirely different wayâ€¦and put more of your focus on developing relationships with the people who have the potential to be big advocatesâ€¦rather than those who may simply be in it for the freebie you were giving awayâ€¦
Assuming that the graphing tool can be ported over to Facebook Pages, we could have ourselves a very useful new planning tool.