Earlier this year, Josh Bernoff and Augie Ray introduced a new way to look at influential consumers called Peer Influence Analysis -- and showed off some great data from the US market to support their analysis. I’m pleased to report that we now have this same data available in Western Europe as well.
Peer Influence Analysis introduces that idea that there are two distinct groups on influential consumers online: 1) the Mass Mavens who use blogs, forums, and review sites to share complete opinions about brands and products online (creating what we call "influence posts"), and 2) the Mass Connectors who use sites like Facebook and Twitter to connect their friends to influential content from companies and consumers (creating what we call "influence impressions"). Josh and Augie found that both types of influence were highly concentrated: In the US, only 13.8% of online consumers create 80% of influence posts, and just 6.2% of online consumers create 80% of all influence impressions.
Somewhat remarkably, in my new report on peer influence in Europe, we found that peer influence in Europe is further concentrated still. Across Western Europe, just 11.1% of online users create 80% of all influence posts -- and only 4% of online users are responsible for 80% of all influence impressions:
One common complaint I hear from marketers is that social media is not (yet) a mass medium. For example, the circulation for Cosmopolitan is 3 million, while the magazine counts just 700,000 fans in Facebook. And while it seems (almost) everyone is creating, using or consuming social media today, it is a highly fractured channel. Thirty years ago, almost every person watching television was tuned into one of three networks; today, 550 million people use Facebook, and each and every one of them is their own network.
However, the fact that social media is fractured and personalized does not mean that it isn't a mass medium; it just means it is a challenging mass medium. Here is the evidence for social as a mass medium: