Abstract: Influence maximization determination within a social network system is described. In one example, a subset is selected from a plurality of user accounts of a social network system. Exposure of digital marketing content is then caused to the subset of user accounts. A determination is made as to a probability of each user account of the plurality of user accounts as being influenced by the exposure of the digital marketing content to the subset of user accounts. The determined probability is then output, such as to control output of digital marketing content.