Anna Smith

Fruit or mobile device: learning concepts through connections

Preview of insights shared at upcoming session at Strata Santa Clara

Social media gives us the power to share content and engage with a wide range of internet users. As a person or brand, we are often concerned with who we are talking to and how we can better serve our viewers. Traditional demographics such as ‘female’ and ‘25-30’ are no longer sufficient in this arena. For example, Google is having a hard time getting gender and age correct for ad preferences. It is more interesting to observe what content is consumed and how attention changes over time.

Bitly, which is used to shorten and share links, can offer insight into this space. This means the data has an unprecedented view into what people are sharing and has a holistic view of what users are concerned about on the internet.

We use their data to look into how we can define the audience of different content. The simplest example of this is: given a group of users that click on “oreilly.com”, what other websites do they engage with. We now have what bitly calls a co-click graph. Domains are represented as nodes while edges between nodes represent the number of people that have clicked on each domain. A co-click graph can be made to represent any number of attributes, but for now we are going to remain interested in topics and keywords.

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