Analytics can identify, leverage and track the effectiveness of Influencers in
A few highly connected and
visible associates can have a disproportionate say in shaping opinions on
account of Enterprise Social Networks like Yammer. While at times this may seem
a little lopsided, this also presents an opportunity of spreading an organizational
message without having to reach out to everyone.
So the million dollar
question is how do we identify these "influencers" and how do we
utilize them to predict if an idea will be adopted by the larger community.
To do this - we start with
a simple comparison, ideas are like viruses - just like a virus can spread
rapidly depending on how well connected "Patient Zero" is, an idea's
adoption rate is highly dependent on well connected the Change Agent is . Eg A,
a highly connected associate, is in a much better position to influence
opinions than B (on the network periphery). This measure is broadly referred to
Every idea (and virus) has
an S shaped adoption pattern with an initial phase (where
associates are slowly getting to hear of the idea), exponential increase phase (where the idea spreading from 2 to 4 to 16 to 256
etc) and a plateau phase where there are no more people to "infect"
with the idea.
Simulating these 3 phases
in the "central" associates will give a early heads of the adoption
Therefore, to predict the
adoption pattern of an idea or campaign - we need to do the following
Influencers based on historical data.
- Seed conversations within the
- Track adoption pattern across
Geographies / Grades / Business Units etc
This information can now
be used to proactively prepare for rollout to the larger organization.
As organizations repeat
this exercise for every campaign like Mergers / Programme Launches /
Organizational Changes etc - Influencers keep getting acknowledged, incentivizing them to be more socially active and more importantly the
Change Management process becomes a lot more focussed and effective since HR will be working with a relatively small number of influencers
instead of carpet-bombing all employees with standardized mailers.
this article interesting? Do reach out to the HRness team at https://hrness.in (Twitter: @hrnessin) to see
how we can help your organization with "Making Conversations