Influencers are overrated

A team at Stanford finds reasons to question the effectiveness of targeting influencers to spread info.

While tackling this question, a team of Stanford researchers found a remarkable result: Simply seeding a few more people at random avoids the challenge of mapping a network’s contours and can spread information in a way that is essentially indistinguishable from cases involving careful analysis; seeding seven people randomly may result in roughly the same reach as seeding five people optimally. (The results are available in their online working paper, “Just a Few Seeds More: Value of Network Information for Diffusion.”) finds reason to question influencer effectiveness at spreading information…