The best definition I’ve heard for social graph or social graphing is “mapping the online relationships between consumers.” Ad Age reports this week that evidence is emerging that one can predict purchase behavior among people who are linked together online. In other words, someone on Facebook who likes Ludacris is likely to “friend” someone who likes Ludacris or who may have a predisposition toward Ludacris.
Social graphing uses online degrees of separation to predict purchase likelihood whereas old school researchers study demographics, psychographics and media consumption as predictors. If you Wikipedia “social graph” you get “social networking,” so it’s clearly still an emerging practice. That said, with a little leadership, social graphing will be a huge business driver in the next 3 years.
Does anyone want to buy the URL socialgraph.com? You’ll never guess who owns it. Peace!