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From an original post by Michael Wu:
"Michael Wu, Ph.D. is Lithium's Principal Scientist of Analytics, digging into the complex dynamics of social interaction and group behavior in online communities and social networks.
Michael was voted a 2010 Influential Leader by CRM Magazine for his work on predictive social analytics and its application to Social CRM. He's a regular blogger on the Lithosphere's Building Community blog and previously wrote in the Analytic Science blog. You can follow him on Twitter at mich8elwu.
It’s been about 3 weeks since I last blogged on Lithosphere as I’ve been busy traveling around UK and Italy for both work and play. The play part involved my wife and I traveling around UK and Italy, sightseeing and enjoying delicious food and fine wine. In UK, we visited Oxford, Stratford-upon-Avon, and Bath. And before we left for Italy we even stopped by Salisbury to see Stonehenge. Then, in Italy, we toured Milan, Florence, and Rome. And of course we couldn’t miss visiting the Vatican.
The work component of the trip involved me speaking at a number of conferences, business meetings, social media events, workshops, and interviews. I talked about a wide range of topics from social CRM, psychology of gamification, cyber anthropology, science of influence, the Facebook Engagement Index, as well as some of the more technical topics, such as machine learning, social network analysis and predictive social analytics.
Among the topics I presented, gamification was by far the most popular topic. It was heavily tweeted and several excellent blog articles resulted from my presentation at Digital Surrey (a very engaging not-for-profit community of digital professionals).
The Science of Gamification (@mich8elwu at #digitalsurrey) by Mark Wilson
The Science of Gamification on the gamification blog by Gabe Zichermann
The Science of Gamification at DigitalSurrey on GameTuned by James Monjack
Want to change behaviour? Pull the trigger on Strange Fascination by Jane Franklin
Benjamin Ellis also took some very nice photos at the event
Now that you know where I’ve been, let me return to the topic of Facebook engagement. Last time I showed you the structural similarity between a Facebook fan page and a community. By treating fan pages as communities, we can develop a whole spectrum of engagement metric from the very shallow (level 0) fan count to something that is eight levels deep. And I talked about the first two levels in my last post.
Level 0: Total fan counts
Level 1: Active fans
Level 2: Interactivity (through comments) – Commented post fraction.
Today we will examine several deeper level engagement metrics.
Disentangling Interactivities
Since the Level 2 engagement metric looks at what fractions of the posts were interactive (i.e. commented), Level 3 hones in on the interactive posts and tries to quantify how much interaction took place in those posts. This is traditionally characterized by a metric called thread depth: the number of comments a post receives. I computed the average thread depth across all posts within a fan page and plotted the distribution on a log scale in Figure 3. The median level average thread depth is about 12.5, meaning that posts on fan pages receive about 12 comments on average...."
read the full post on lithosphere.lithium.com
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