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2 Comments

  1. 1

    Walter Pike

    There is much more too – media has created communities – communities aren’t audience they have many dimensions that can be revealed by analysing the way people in them connect. These determine how ideas move in the community changing the (brand) narrative and with it behaviour.

    Thinking about media like this means that our measurement tools must change as well and our understanding of influence doesn’t look like an audience (follower numbers) it looks at how information actually flows. Measures of centrality.

  2. 2

    Riona Naidu

    Absolutely!

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