The social influence theory [INFOGRAPHIC]


Influence and Social Influence are nowadays probably the two most relevant topics on social media.

This Infographic below show us the evolution of the influence theory since 2000 with the Tipping point Theory. WHICH ONE IS YOUR FAVOURITE?

The Tipping Point (2000) by Malcolm Gladwell: Movements are caused by three types of influencers: connectors, mavens (subject-matter experts) and salesmen. Examples: Old Spice Guy, Dell Listens.

Six Degrees/Weak Ties (2003) by Duncan Watts: Data analysis shows influencers rarely start contagious movements; instead, average citizens provide the spark. Examples: Egyptian revolution, Tumblr – Digg events.

One Percenters (2006) by Jackie Huba and Ben McConnell: It is the content creators amongst Internet communities that drive online conversations. Examples: Lady Gaga, Ford Fiesta.

The Magic Middle (2006) by David Sifry: The middle tier of content creators and voices break stories, and discussing that trickles up into widespread contagious events. Examples: 2008 Obama election, Motrin Moms.

The Groundswell (2008) by Charlene Li and Josh Bernoff: Movements start within communities, and leaders rise up out of the community and can have many roles including content creator, critic and collector. Examples: Haiti earthquake texting, Pepsi Refresh Project.

Trust Agents (2009) by Chris Brogan and Julien Smith: Influencers are people who build online trust and relationships with communities that look to them for advice and direction. Examples: Gary Vaynerchuk’s Wine Library TV, Republican Party’s #FirePelosi campaign.

Free Agents (2010) by Beth Kanter and Allison Fine: These trusted influencers are independent of traditional command and control organizations and crash into walls of storied culture. Examples: @BPGlobalPR, Robert Scoble at Microsoft’s Channel 8.

Leaderboards (2010-11): Influence can be quantified by online actions taken by a person’s community, including retweets, mentions, comments and more. Examples: Klout, Empire Avenue.

Socialinfluence theory

Social influence theory Infographic

The State of Influencer Theory
This infographic was designed for an article in SmartBrief in Social Media ( by Jess3 ( and Zoetica (, based on my book, Welcome to the Fifth Estate (