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Top #Cloud, #Security, #Virtualization influencers and 5 tips on how to reach them

November 16, 2010

Facebook, Twitter, LinkedIn and more recently Foursquare. Those are the buzzwords that rightfully comes to mind when we talk social media.

Often, another critical dimension stays unnoticed: Social media is a network of virtual communities.

By communities, understand a large group of like-minded people, highly passionate, highly interconnected (through Blogs, Twitter, Facebook, LinkedIn).

High Tech Communities
(Cloud in Red, Virtualization in Blue, Security in Orange)


eCairn high-tech community social media engagement report

The example above is from a set of 4 closely related communities:

  • High Tech: Cloud Computing, Virtualization, Security and Storage

We took the top 500 influencers (english language) for each of the above community, except for storage which has a bit more than 100. The aggregate number of conversations from them is close to a million over a 6 months period. Next, we processed them through our social network analysis algorithm to create this map.

(By the way, there’s a full study available for those who want more details about the analysis).


Notice that the 4 communities:
– stay generally very distinct. The exceptions is for storage  because it’s a smaller community. Indeed, influencers from Storage can be found in the Virtualization community, leading to the conclusion that storage conversations are happening often in the context of virtualization.
– display affinities: Security and Cloud Computing are closer to Virtualization than Cloud Computing is to Security.

In this network of virtual communities, 5 important factors are to be considered:

  1. Relevance: Virtual communities focus on specific and well-defined scopes.
    Think high tech is a community? Think twice. High Tech is merely a broad category.
    Indeed, we mapped more than 50 separate communities within High Tech (i.e. cloud computing, security, open source, b2b marketing … just to name a few)
  2. Separation: Virtual communities that focus on different scope don’t overlap much.
    The world has become one of “specialists”. Nowadays you can be expert on one matter, may be two.
    In the experiment above, we found an overlap of less than 5% between those closely related communities.
  3. Shape and Size: Virtual communities can be very large.
    There are many “specialists” and some have decided to become leading voices in their respective communities.
    Its’ possible to find 100s or 1000s of those voices in any given communities. Millions of like-minded people listen to them.
  4. Interconnectedness: Virtual communities are powered by a network of relevance.
    Some communities are very tightly interconnected. Understanding the network topology can provide clues to plan the optimum engagement strategy.
  5. Influence: Communities are the place where influence happens.
    One can only be influential on something to someone if they have that something in common.
    In the context of communities, something is content. It’s social media currencies and the stepping stone to weave relationships with one’s ecosystem.


Join one of our webinars if you want to know more about our technology:

webinar to answer top questions like "How are the rankings calculated?" and "How are the communities defined and mapped?"


Here’s the list of the Top 20 for the 4 communities used for this analysis:

Top 20 in ‘Cloud Computing’ Community Top 20 in ‘Virtualization’ Community CloudAve Yellow-Bricks Data Center Knowledge Virtual Geek Nicholas Carr’s Blog ZDNet RTFM Education All Things Distributed Thomas Bittman vSphere-land! High Scalability William Vambenepe Eric Sloof Perspectives Andrea DiMaio Virtu-Al Cloud Computing Journal TechHead ElasticVapor Gabes Virtual World Rational Survivability NetApp Anthony Bradley VMware Videos Thinking Out Cloud Brian Madden A Software Insider’s Point of View Todd Biske Nickapedia Nick Gall Technodrone SmoothSpan Blog vinternals Coté’s People Over Process VCritical


Top 20 in ‘Security’ Community Top 20 in ‘Storage’ Community Krebs on Security Stephen Foskett Schneier on Security The Storage Architect TaoSecurity Storagezilla Securosis StorageMojo SecurityFocus F-Secure Hu Yoshida threatpost DrunkenData StorageRap SANS Internet Storm StorageNerve Jeremiah Grossman Storage anarchist Help Net Security Storagebod SC Magazine US Yellow-Bricks Naked Security Virtual Storage Guy Sunbelt Backup Central Metasploit Stuart Miniman Dancho Danchev Storage Monkeys PaulDotCom Claus Mikkelsen Didier Stevens BChristophe Bertrand Network Security Blog David Merrill McAfee Labs
11 Comments leave one →
  1. November 10, 2011 4:23 pm

    Awesome list and very informative. Thanks for putting it together!

  2. November 15, 2012 4:22 pm

    A bit of an old post here but a few URLs have changed (e.g. AND my blog is missing from the list: Given some of the other vendors’ blogs you included, mine should have been on the list.


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