SES New York keynote speaker discusses how messages travel on Twitter in much the same way that information was disseminated more than 50 years ago.
Duncan Watts, principal research scientist at Yahoo Research, shared insights from his forthcoming book, "Everything Is Obvious: Once You Know the Answer," and other research during the SES New York keynote address.
Watts discussed theories about the social aspects of human behavior as applied to marketing strategies. In his speech, Watts revealed that it is impossible to predict what makes certain Twitter messages go viral, and therefore, paying celebrities to tweet or retweet messages may not be good investments. Watts also outlined findings from his team's research, "Who Says What to Whom on Twitter," a study that focused on the production, flow, and consumption of information on Twitter.
Watts directs the Human Social Dynamics group at Yahoo Research and is also an adjunct senior research fellow at Columbia University as well as external faculty member at both the Santa Fe Institute and Nuttfield College, Oxford. His research on social networks and collective dynamics has appeared in a wide range of journals, from Nature, Science, and Physical Review Letters to the American Journal of Sociology. He is also the author of "Six Degrees: The Science of a Connected Age" and "Small Worlds: The Dynamics of Networks Between Order and Randomness."
From SES New York 2011
Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!
Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.
Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?
March 19, 2014