Trust Algorithm Can Enhance the Speed and Reach of Your Messages

Today’s challenge is to reach the social media users who are likely to share our messages

by Irene Connors, Blogger

Brands are experiencing loss of control of their advertising messages and the ability to target specific audiences in the social media environment. In the past, it was easier to control your communication campaigns through paid or owned media such as advertising in print, broadcast or email marketing.

Today, with so many consumers on social media platforms such as Twitter, Facebook and Instagram, acting as message creators and dissemination channels, we face more challenges to reach the right social media users, those who are more likely to spread our messages, helping to make them go viral.

Marketers or brands advertising on social media platforms need to regain control over how their messages are spread. Those messages can be used for building awareness or showcasing your brand, or they could squelch false and damaging rumors about it.
~Dr. Jisu Huh

“Marketers or brands advertising on social media platforms need to regain control over how their messages are spread. Those messages can be used for building awareness or showcasing your brand, or they could squelch false and damaging rumors about it,” said Dr. Jisu Huh, professor at the University of Minnesota.

Dr. Huh has researched consumer trust and its role in viral advertising and information diffusion. She participated in the development of an algorithm that produces and applies trust scores for members of social media platforms.

While we can’t know what a person thinks, we can develop a computational proxy measure based on behaviors to predict who is most likely to spread ‘our seeds’ by using trust scores produced by the algorithm.
~Dr. Jisu Huh

“While we can’t know what a person thinks, we can develop a computational proxy measure based on behaviors to predict who is most likely to spread ‘our seeds’ by using trust scores produced by the algorithm,” she said. “People with higher trust scores make significantly stronger contributions to spreading messages faster and more broadly,” she explained.

The algorithm allocates a trust score to each member within the network, measuring trust from other members of the network as well as their trust of others.

It’s easy to see why high trust scores can make a difference in strategy and decision making.

The algorithm has been successfully used in the process of developing social media strategies that help answer the question: “How do we go viral?”

The algorithm has been successfully used in the process of developing social media strategies that help answer the question: “How do we go viral?”

During Dr. Huh’s presentation at CONVERGENCE Summit, she will share case studies demonstrating how strategic viral seeding can be implemented successfully.

In addition, she will talk about how different conditions affect the spread of viral ads—such as where ads contain socially controversial messages—as well as how trust impacts how people may accept messages differently.

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