A Mathematical Approach to Gauging Influence by Identifying Shifts in the Emotions of Social Media Users

Although an extensive research literature on influence exists in fields like social psychology and communications, the advent of social media opens up new questions regarding how to define and measure influence online. In this paper, we present a new definition of influence that is tailored uniquely for online contexts and an associated methodology for gauging influence. According to our definition, influence entails the capacity to shift the patterns of emotion levels expressed by social media users. The source of influence may be the content of a user´s message or the context of the relationship between exchanging users. Regardless of the source, measuring influence requires first identifying shifts in the patterns of emotion levels expressed by users and then studying the extent that these shifts can be associated with a user. This paper presents a new quantitative approach that combines the use of a text analysis program with a mathematical algorithm to derive trends in levels of emotions expressed in social media and, more importantly, detect breakpoints when those trends changed abruptly. First steps have also been taken to predict future trends in expressions (as well as quantify their accuracy). These methods constitute a new approach to quantifying influence in social media that focuses on detecting the impact of influence (e.g., shifts in levels of emotions expressed) as opposed to focusing on the dynamics of simple social media counts, e.g., retweets, followers, or likes.