The Virtual Geography of Buzz: Mapping the Viral Web

Yesterday I wrote about an interesting use of density maps to research cultural hot spots, and mused that it would be nice to have this sort of thing for public relations research. Turns out, there is this sort of thing for social media, and Stan Magniant, of linkfluence, inc., was nice enough to comment and point it out.

Visualizing Viral Propagation - iPhone "bad buzz" case study is a video that uses density maps of web sites to reconstruct the viral/virtual propagation of a negative rumor affecting Orange, the iPhone 3G reseller in France. Here it is (and if you can only see a tall slice of the video here, then definitely go over to blip.tv and see the whole thing there.):

 

For more on linkfluence, inc, a firm that specializes in using graph theory to map and measure trends on the social web --and to see more of their density maps -- see their site here.

As cool as this is to look at, what is its practical value? What do these maps teach us about social media and the spread of information or rumors? How might these maps help to improve social media? How might they help to avoid the unwanted spread of information, or to -- choke -- control the spread of rumors? (Please append your comments about how controlling the message is so last century and pre-social media to this post.)

--Bill Paarlberg, Editor, The Measurement Standard

Comments

[Stan Magniant]

Dear Bill, glad you found this little case study interesting, and thanks for opening up the discussion about the practical value of this example of information visualization ("infoviz"). In my previous life, not so long ago, I was an online PR consultant for a big PR firm, and I used these maps and other data visualization technologies to help clients better understand the social media ecosystem. More often than not, this approach was an eye-opener for communicators with limited experience of social media. Visualizing networks, the dynamics of information propagation and the very fabric of the web really helped some clients and colleagues I worked with understand social media, and more importantly, understand the critical importance of 'joining the conversation' to build one's network and visibility on this...ahem....webby thingy. I could go on with many examples, but then I might drift into a sales pitch ;-) So I don't know if it helps "improve social media" but it absolutely helps better understand social media.

And in response to your last question about controlling the spread of rumor, I see what you mean. Watching these sites light up as the buzz spreads is a bit like watching a forest fire on TV: not much you can do it seems. In this case though, the brand did the only thing you can and should do in this type of situation (and I must indicate that Orange is not a client). They paid attention to those online discussions and criticisms bubbling up from forums and blogs, they acted to correct the issue and then responded not only via the media but also by reaching out directly to bloggers and web users (direct contacts with bloggers, and online chat session). These 2 public interventions are visible in the two tall spikes in the timeline of the animation. If anything, this also illustrates in the most visual manner that the best way for brands to diffuse this type of negative buzz is to engage the discussion and not shy away from it.