Meteor’s CEO Ben Straley was featured in a byline article in DigiDay last week about the importance of focusing on the interest graph rather than the social graph. You can read the whole article here.
The social graph (as embodied by Facebook) represents the people an individual has a personal relationship with. It’s based on simple connections between friends and family for the most part. While that is an incredibly valuable set of data, we believe that what connects many of us online is not a social relationship per se but rather a shared interest in a particular brand, product category, entertainment genre, news content, etc. I don’t need to be friends with someone to be influenced by them.
A graph built on proven interest demonstrated through sharing is much more powerful than a simple social graph, built on mere connections. The interest graph, as tracked by Meteor Solutions’ platform, is much more fresh and relevant to a particular brand because it’s built out from influencers. It’s based on the idea that the people most likely to respond to your brand are those who have actually engaged in the past, and those people who have responded to content shared by that influencer about your brand. Interesting content gets shared most often due to shared interest rather than social connections.
To learn more about how Meteor helps major brands track and reach the Interest Graph, contact us today.