Skip to Main Content

← Back to Resources

Why Authenticity and Influence Matter More than Volume and Likes

Jul 13, 2020


Across the Internet, some voices are louder than others and some networks and groups exert more influence than others. 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 some of the things they say or do resonate (while others backfire), what’s actually shaping consumer opinion of their brand, ways to build better brand advocates, and ways to protect their integrity by avoiding getting sideswiped.