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The social graph

August 31, 2010

Mark Zukerburg is credited with creating the term social graph. This is the inter-connectedness of social objects, people, and likes. On Facebook, we can connect based on our likes, groups, etc. Indeed, the same applies to Linkedin, where we can connect through answers, groups, other people and companies.

Speaking of LinkedIn, I often use the Answers sections to get ideas from other people. So, I asked people to define the social graph. I usually get 10-15 answers. So I asked the following question:

As marketers try to determine how social activities across platforms impact their brands, there’s a need to understand the business social graph. Or define it. So what’s the working definition of social graph?

Here is one of the answers:

“When people talk about sharing across the social graph, it’s meant as sharing with all of their friends, but what it really means is sharing with other people who have similar interests.”

This is from TommyismyName.

And I like it. I’ve written about the social graph on this blog, and will write about more in the future.

For now, I think brands should care about the social graph when crafting target markets (or more detailed customer personas). How their customers use social media (ie the social graph of customers) will help inform the creative and the media executions.

Again, more will be forthcoming. It’s an important topic.

What do you think? Is this semantics? Should we care?

BTW, if you want to connect and get first crack at my questions, lets connect on LinkedIn.

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