Since we started to work on mapping influence patterns, I have been wondering if we could find easy recognizable patterns in influence maps. If so, we could probably predict influence patterns and the secret of ROI optimisation would be eventually revealed to CMOs !!! Stimulating thought.
The recent history of science showed that behind apparently unpredictable phenomena, patterns could in fact be identified.
Further, similar patterns could be applied to domains as diverse as weather forecasting, traffic modelling or the evolution of populations: this is chaos theory.
So, could chaos theory explain patterns of influence on social media and resolve one of the biggest social media marketing enigmas for brands?