It’s no surprise that Twitter has reached its tipping point when the number of techies and marketing-folk are easily outnumbered by celebrities using the platform. No longer do I have to start a conversation explaining what Twitter is, suffice to say – everyone knows.
It’s common knowledge that the UK’s own laureate Stephen Fry is a great advocate of this medium but who would have realised that Philip Schofield was more influential than Downing Street.
Social Media Index:
A great deal of this focused on the fact that what we were listing was popularity and not what is more important which is influence or engagement. The resulting white paper on distributed influence tried to remedy this by analysing measurement in far greater detail.
Understanding that this is also going to ‘ruffle a few feathers’, I have been helping my colleagues at our consumer arm, to apply the principles of SMI to the world of Twitter. The Twitter Index has been created to list individuals based upon their influence (and not like other tables, their popularity).
Influence can be measured on Twitter using the following formula:
(A full explanation of this is shown in the methodology at the bottom of this post).
What I find truly interesting is how an individual’s ranking is completely changed dependent upon whether we are looking at popularity or influence.
For example: Al Gore is rated as the 23rd in the world based upon the number of followers he has. Honestly though, how influential is he? For a man who has only tweeted 29 times (and not within the past 6 months) – I would say…not at all.
If I was to spend my money trying to get a person to endorse a company I would instead focus on the person who was far more engaged and who other people found interesting. Jonathan Ross in this case would be a great example.
I have listed three tables below, the first of these is the list of top twitters weighted by popularity, the second is by influence and the third by engagement. The full list of top 200 (celebrity) twitters are located at the bottom of this post.
Top 20 Twitters Weighted by Popularity, Influence and Engagement
Of course, this index has initially been used to score celebs but its methodology can easily be used to look at other segments (from analysts, musicians, politician and brands). I hope to be publishing the analyst version of this very soon.
Seems to me what’s useful with Twitter is creating a small, two-way community with people who aren’t busy running a Twitter team and who have time to SHARE ideas. Rather than broadcast them.
Just as PR has gone to public engagement, and AR has gone to analyst engagement, it is only natural that I believe that instead of mass-broadcast (shown by popularity) or mass-amplification (shown by influence), I believe that the purest form of interaction is via multiple targeted micro-conversations where people actively engage and interact with the community. This is why when scores are weighted for ‘engagement’ the ‘involvement index’ is given the largest priority. Additional commentary on this to follow in future posts.
Methodology
| JCPRTI | JCPR Twitter index | Rg | Range assigned to score |
| Fo | Number of followers | Fg | Number users following |
| Up | Number of updates | @U | Number of name pointing |
| Rt | Number of retweets | Ta | Twitalyzer score |
| TaN:S | Twitalyzer noise to signal ratio | Ti | Twinfluence score |
| Tg | Twittergrader score | Ii | Involvement index score |
| Vi | Velocity index score | w | Weight assigned to each attribute |
| Z | Standardised score | p | Popularity |
| e | Engagement | i | Influence |
Following – Twitter lists the number of people each user follows. The tendency for most celebrities is to only follow a few individuals – the more people that someone follows, there is an increased likelihood of them actively participating in conversations with the community instead of simply broadcasting to it. Following ranges were determined (i.e. more than 20, more than 30, etc.) and each range was assigned a number (0 to 30) that was used as part of the algorithm.
Followers – Twitter lists the number of followers each user has. Like subscribing to a feed, this is a clear indication of ‘popularity’ as it requires someone to actively request participation. Follower ranges were determined (i.e. more than 20, more than 30, etc.) and each range was assigned a number (0 to 50) that was used as part of the algorithm.
Updates – How often does someone update what they are doing. This number is purely objective as it scores someone highly no matter what the content of their post (i.e. how relevant is it). Nevertheless it is assumed that if someone posts frequently but has poor content then their ‘followers’ will decrease. Update ranges were determined (i.e. more than 20, more than 30, etc.) and each range was assigned a number (0 to 30) that was used as part of the algorithm.
Name Pointing – e.g. @name – How many people engage in conversation with a celebrity or point to their name. The clearest way to establish this is to run a searchon the number of people who reference @username in a message. This calculation is based upon a one month period combined with a 24 hour period. The number of times this happens is calculated with each range was assigned a number (0 to 30) - again this was then used as part of the algorithm.
Retweets – Has a tweet caused sufficient interest that it is worth re-submitting by others? Despite a great deal of ‘noise’ (i.e. posts that are not relevant or interesting), when someone sees something that is of high interest, their post can be re-tweeted. The clearest way to establish this is to run a search on the number of people who reference RT @username in a message. This calculation is based upon a one month period combined with a 24 hour period. The number of times this happens is calculated with each range was assigned a number (0 to 50) - again this was then used as part of the algorithm.
Twitalyzer – “This is a unique (and online) tool to evaluate the activity of any Twitter user and report on relative influence, signal-to-noise ratio, generosity, velocity, clout, and other useful measures of success in social media.” This 3rd party tool is a useful method to combine automated metrics dependent upon criteria within posts and publicly available numbers. Where tools such as this are available, we incorporate them into the algorithm to achieve a more confident score. Twitalyzer gives users scores from 0 to 100. Ranges were determined (i.e. more than 20, more than 30, etc.) and each range was assigned a number (0 to 20) that was used as part of the algorithm.
Twitalyzer noise to signal ratio - Signal-to-noise ratio is a measure of the tendency for people to pass information, as opposed to anecdote. Signal can be references to other people (defined by the use of “@” followed by text), links to URLs you can visit (defined by the use of “http://” followed by text), hashtags you can explore and participate with (defined by the use of “#” followed by text), retweets of other people, passing along information (defined by the use of “rt”, “r/t/”, “retweet” or “via”). If you take the sum of these four elements and divide that by the number of updates published, you get the “signal to noise” ratio. Twitalyzer gives users scores from 0 to 100. Ranges were determined (i.e. more than 20, more than 30, etc.) and each range was assigned a number (0 to 20) that was used as part of the algorithm.
Twinfluence Rank – Twinfluence is an automated 3rd party tool that uses APIs to measure influence. For example: “Imagine Twitterer1, who has 10,000 followers - most of which are bots and inactives with no followers of their own. Now imagine Twitterer2, who only has 10 followers - but each of them has 5,000 followers. Who has the most real “influence?” Twitterer2, of course.” As with Twitalyzer, this index uses 3rd party tools to add greater confidence in the overall Twitter score. Similar to the other criteria, ranges were determined (i.e. less than 20, less than 30, etc.) and each range was assigned a number (0 to 20) that was used as part of the algorithm.
Twitter Grader – Twitter Grader is the final automated tool to add greater confidence to the final index. This site creates a score by evaluating a twitter profile. Similar to the other criteria, ranges were determined (i.e. less than 20, less than 30, etc.) and each range was assigned a number (0 to 20) that was used as part of the algorithm.
Involvement Index – As the only personal subjective measure in the algorithm, opinion points were assigned to each celebrity. People who scored highest in this category had frequent, relevant, high-quality content that actively involved the twitter community (asking questions, posting links or commenting on discussions) and did not purely consist of broadcasting. Ranges were determined (i.e. less than 20, less than 30, etc.) and each range was assigned a number (0 to 20) that was used as part of the algorithm.
Velocity Index – As more people engage on Twitter, it may become harder to keep activity going. The velocity index measures changes on a regular basis and assigns a score based on increased or decreased participation. Ranges were determined (i.e. less than 20, less than 30, etc.) and each range was assigned a number (0 to 20) that was used as part of the algorithm.
Weighting - Each specific variable listed above was given a standard score out of 10. Using a weighting scale I varied the importance of the each metric to establish an individual’s total score.
Weighted for Popularity – the key variable is the number of people someone has following them. There are many online tools that show this such as Twitterholic.
Weighted for Engagement – the key variables are an individual’s participation with the Twitter community (as measured by the Involvement Index), with additional emphasis on the frequency of people name pointing an individual (via @username), the numbers of followers and the signal to noise ratio. Other attributes were included in the final score but were given a lower weighting.
Weighted for Influence – the key variables in this instance is a combination of the number and authority of someone’s followers together with the frequency of people name pointing an individual (via @username) and the how many times and individuals posts are re-tweeted. Other attributes were included in the final score but were given a lower weighting.
Criteria for inclusion – There are many lists of top celebrities on Twitter – every one of these use ‘popularity’ as its main criteria. Edelman have used all these lists (such as The Times, Celebrity Tweet and Mashable together with selected and ‘interesting’ names from the top 100 from Twitterholic and used its algorithm to establish their influence.
Top 200 (Celebrity) Twitters – Weighted by Influence
Rank Name Country Segment 1 Jonathan Ross UK TV Presenter, Comedian 2 Perez Hilton US Celeb blogger 3 Stephen Fry UK Comedian, Actor, TV presenter 4 Ashton Kutcher US TV Presenter, Actor 5 Graham Linehan UK Sitcom writer (Father Ted, Black Books, The IT Crowd) 6 Demi Moore US Actress 7 CNN US News Service 8 Lance Armstrong US Cyclist, sport 9 New York Times US News Service 10 Will Wheaton US Actor 11 Shaquille O’Neill US Basketball player, Actor, sport 12 Downing Street UK UK Govt, politician 13 Jason Bradbury UK gadget Show host, journalist 14 Philip Schofield UK TV Presenter 15 Soulja Boy US Rapper , music 16 Jimmy Fallon US Comedian 17 Barack Obama US US President, politician 18 John Mayer US musician 19 Michael Arrington US Tech News Service 20 Ryan Seacrest US TV Presenter, Radio DJ 21 Greg Grunberg US Actor, Heroes. TV 22 Alan Davies UK Comedian, Actor, TV presenter 23 Karl Rove US Political advisor 24 Twitter US Micro Blogging Platform 25 Rainn Wilson US Actor 26 Felicia Day US Actor 27 Michael Black US Comedian 28 Russell Brand UK Comedian, TV Presenter, Actor 29 Neil Gaiman US Author 30 Yoko Ono US Artist , 31 Mariel Hemingway US Actor 32 Coldplay UK Music band 33 Rick Sanchez US American TV news anchor 34 John Hodgman US Comedian 35 Fred Durst US Musician 36 Phil Jupitus UK Comedian, radio show host 37 Will Carling UK Ex England rugby captain, sport 38 Adam Woodyatt UK Actor, Eastenders 39 BBC Click UK BBC News service 40 Snoop Dogg US Rapper , music 41 Imogen Heap UK Musician 42 P Diddy US Record producer, rapper, entrepreneur 43 Brent Spiner US Actor 44 Tony Hawk US Professional Skateboarder, sport 45 Britney Spears US Singer, Music 46 Dave Matthews US Musician 47 Brea Grant US Actor 48 Penn Jillette US Magician 49 Joe Trippi US Political Adviser 50 John Cleese UK Actor, Comedian 51 Oprah Winfrey US TV show host 52 Warren Ellis UK Writer 53 Jenni Falconer UK TV presenter 54 Fearne Cotton UK Radio DJ, TV Presenter 55 Ellen DeGeneres US TV Presenter, Actress 56 Jon Favreau US Film Director 57 Jimmy Carr UK Comedian, TV Presenter 58 Hedi Monatag US MTV reality star 59 Jane Goldman UK Jonathan Ross’ wife, writer 60 David Lynch US Film Maker 61 Tim Lovejoy UK TV Presenter 62 Mike Skinner UK TV Presenter 63 Andi Peters UK TV Presenter 64 James Gunn UK Comedian, writer 65 Pete Wentz US Musician 66 Dave Gorman UK Comedian, writer, TV show host 67 Richard Branson UK Owner of Virgin Group, Entrepreneur 68 Mathew Horne UK Comedian, Actor, TV presenter 69 Martha Stewart US Entrepreneur; TV and magazine personality 70 Robert Llewelyn UK Actor, writer, TV presenter 71 Al Gore US American politician 72 Eddie Izzard UK Actor 73 Suzi Perry UK Gadget Show Presenter 74 Krishnan Guru Murthy UK C4 News Presenter 75 Travis Barker US Musician 76 Chris Moyles UK Radio DJ, TV Presenter 77 Al Yankovic US Comedian. 78 Paul Daniels UK Professional Magician 79 Danny Wallace UK Journalist, author, script-writer, producer 80 Xzibit US Rapper, TV Presenter, music 81 Rob Brydon UK Actor, Comedian 82 Calvin Harris UK Musician 83 Paulo Coelho Brazil Author 84 50 Cent US Rapper , music 85 Miley Cyrus US Actor 86 Tom Felton UK Actor 87 William Shatner US Actor 88 Rory Cellan-Jones UK Journalist, Broadcaster 89 Jamie Oliver UK Chef 90 Solange Knowles US Singer , music 91 Bill Bailey UK Comedian 92 Bjork Iceland Singer , music 93 Toby Young UK Journalist, Broadcaster 94 Stan Collymore UK Ex-footballer, radio show host, sport 95 Kevin Smith US Film Director, Actor 96 Ben Goldacre UK Scientist, journalist 97 Arnold Schwarzenegger US Governor of California, former actor 98 David Hewlett US Actor 99 Richard Bacon UK TV Presenter 100 Tony Gardner UK Actor 101 Alexander Armstrong UK Comedian, writer 102 Emma Kennedy UK Actor, writer 103 Beverley Knight UK Singer, music 104 Matt Lucas UK Comedian, Actor, TV presenter 105 Richard Herring UK Comedian 106 Charlie Brooker UK Columnist, Writer 107 Annie Mac UK DJ 108 Tim Westwood UK DJ 109 Claudia Winkleman UK TV personality 110 Chris Addison UK Comedian 111 Alan Carr UK Comedian, TV Presenter 112 Scott Mills UK Radio 1 DJ 113 Aleksandr Orlov UK Comparethemeerkat 114 Rob Corddry US Comedian 115 Kim Kardashian US TV star 116 Hillary Clinton US Politician 117 Peter Andre UK Singer, music 118 Holly Willoughby UK TV presenter 119 Tim Minchin Australia Comedian, musician, actor 120 Taylor Swift US Singer, music 121 David Mitchell UK Comedian, Actor 122 Iain Lee UK Comedian 123 Katy Perry US Singer, music 124 Peaches Geldof UK Celeb daughter 125 Mark Kermode & Simon Mayo UK Radio 126 Edith Bowman UK Radio DJ, Presenter 127 Boris Johnson UK Politician: Mayor of London, Columnist 128 Janina Gavankar US Actor 129 Robert Webb UK Actor, Comedian 130 Sara Bareilles US Singer, music 131 Michael Phelps US Swimmer , sport 132 Brett Gurewitz US Musician 133 Kate Hewlett US Actor 134 Tom Harris UK MP, politician 135 Rufus Hound UK Comedian 136 Huew Stephens UK DJ, TV presenter 137 Lady GaGa US Singer , music 138 Graham Coxon UK Musician 139 David Schneider UK Comedian, actor, writer 140 Reggie Yates UK Radio DJ, TV Presenter 141 Brooke Hogan US Singer, music 142 Mandy Moore US Actor 143 Kelly Clarkson US Singer , music 144 John Thompson UK Actor, comedian 145 David Baddiel UK Comedian, TV presenter 146 Liam Gallagher UK Musician/Singer 147 Jamie Cullum UK Musician 148 Shanna Moakler US Musician 149 Heidi Range UK Singer/Sugababes, music 150 Vanessa Hudgens US Actress, Singer, music 151 Josie Long UK Comedian 152 Demi Lovato US Musician 153 Adam Buxton UK Writer/Comedian 154 Declan Curry UK Business journalist/BBC TV Presenter 155 Andy Murray UK Tennis Player, sport 156 Hugh Jackman Australia Actor 157 Elizabeth Banks US Actor 158 Ben Miller UK Comedian, writer 159 Dan Tetsell UK Comedian, writer 160 Melora Hardin US Actor 161 Regina Spektor US Musician 162 Mark Watson UK Comedian 163 Kyran Bracken UK Sports - rugby 164 Katherine Parkinson UK Actor 165 John Prescott UK Politician, Former Deputy Prime Minster 166 Brian Dooley UK Comedian, writer, TV show host 167 Robin Williams US Comedian, Actor, TV presenter 168 Armando Iannucci UK Writer, comedian 169 Lee Unkrich US Director, entertainer 170 Katie Price UK Model 171 Ronan Keating Ireland Singer/Boyzone , music 172 Billie Piper UK Actress 173 Rumer Wilis US Celebrity Daughter 174 Alexandra Burke UK Singer , music 175 Judge Jules UK DJ, TV presenter 176 Will Self UK Writer/Comedian 177 John McCain US Politician 178 Lauren Conrad US MTV reality star 179 Neil Innes UK Comedian, writer 180 Lizo Mzimba UK Journalist, Broadcaster 181 Jamie Oliver UK Musician 182 Raef Bjoyou UK TV personality - The Apprentice 183 Miranda Hart UK Comedian, writer 184 Henry Dartnall UK Musician 185 Hulk Hogan US Retired Wrestling Legend, sport 186 Lily Allen UK Singer , music 187 Selena Gomez US Actor 188 Joe Biden US US VP, Politician 189 Alex Zane UK TV presenter 190 Drew Pinsky US Dr. Drew TV Star 191 MC Hammer US Rapper, Musician 192 Mischa Barton US Actress 193 Steve Coogan UK Comedian, writer 194 Jusint Lee Collins UK TV presenter 195 Tom Green US Actor, comedian, writer 196 Graham Norton UK Comedian, TV Presenter 197 Alexa Chung UK DJ, TV presenter 198 Gail Emms UK Sport, badminton 199 Dave Berry UK TV Presenter 200 Lethal Bizzle UK Musician
