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Why Authenticity and Influence Matter More than Volume and Likes


Across the Internet, some voices are louder than others and some networks and groups exert more influence than others. Just because there are a lot of messages/posts, it doesn’t mean there are a lot of people engaging. In today’s internet, not every voice has the same reach and not every engagement is equal

Understanding how online power groups organize and mobilize is key to understanding the way stories spread and take hold around a pandemic, protests, elections, “cancel culture”, etc. We call these power groups factions. Factions are hyper-active power groups who control a large share of voice online.

In our latest piece, written by Kris Shaffer, Ph. D., Yonder’s Technical Director of Web Intelligence and the author of “Data versus “Democracy: How Big Data Algorithms Shape Opinions and Alter the Course of History,” we discuss the world of factions, and why authenticity and influence matter more than volume and likes online. Watch as he explains below.

Because we live in a world where viral online chatter can shape brand reputation and the public’s consciousness in a matter of days, looking at the world through the lens of factions is helping brands understand why counting keywords or looking out for mentions is not enough to understand how their brand is perceived by customers online.

Understanding what and who is driving highly-influential consumer conversations is the the key to answering questions like:

  • Why are some of things resonating and why are others backfiring?
  • What’s actually shaping consumer opinion of our brand?
  • Who are best brand advocates?
  • How can we protect brand integrity and avoiding getting sideswiped?