A computer determines social media influencers in a specific topic by receiving a dataset of information associated with a website, the information including a first list of users of the website and a list of content that each user posts on the website, wherein each user is associated with other users from the first list of users. The computer determines initial values representing variables of the dataset of information on the website, wherein the variables include one or more topics for the list of content that each user from the first list of users posts on the website. The computer performs an iteration of Gibbs Sampling utilizing the initial values. The computer determines the one or more new values representing variables of the dataset represent a distribution of the one or more topics for the list of content that each user from the first list of users posts.