A case analysis of social networks

H, Kemp E.

social network analysis questionnaire

In this paper we decided to explore the way we can identify the influencers of a social network not according to the Insights that Facebook gives us the opportunity to do so, but using SNA and the NodeXL software. In-degree centrality concentrates on a specific individual as the point of focus; centrality of all other individuals is based on their relation to the focal point of the "in-degree" individual.

However we should note an important limitation of the study, namely the lack of demographic analysis of the users of the page.

Network analysis questions

The case study of a well-known Greek brand page in Facebook has been presented to assess users activity and the buildup of social capital. Harvard Business Review, December , Eltrun The acronym "SNP" and some of the first algorithms developed to quantify an individual's social networking potential were described in the white paper "Advertising Research is Changing" Gerstley, See Viral Marketing. In the post-post analysis, posts made by the page are analyzed and the connection between the users is dependent on their comments in the same post. A higher clustering coefficient indicates a greater 'cliquishness'. This can be referred to as a multi-method approach or data triangulation , which will lead to an increase of evaluation reliability in CSCL studies. To demonstrate the usefulness of these tools a case study is presented where SNA is used to analyse the network structure of a famous Greek brand page, and the activity comments of its members during a period of two months in Network density and the lack of structural holes is often treated as an indicator of the extent to which individuals identify with those around them the notion of network closure as an important source of social capital Lewis et al, Most of the posts of the Fan Page are accompanied by a photograph, even if they provide a link with it. SNP coefficients were first defined and used by Bob Gerstley in We can see that node in the square is connected to very few nodes in comparison with the node in circle. Analyzing these relationships has become a central issue during the last years in order to provide marketers with the right metrics to support marketing decision process.

The specific problem is: More careful cleanup after merge required Please help improve this section if you can. Burt S. Such active participation can help foster greater loyalty through the buildup of social capital.

A case analysis of social networks

The high interaction of this post with users is due to the fact it refers to 3 new levels regarding the game. Unbalanced graphs represent a group of people who are very likely to change their opinions of the people in their group. Network density and the lack of structural holes is often treated as an indicator of the extent to which individuals identify with those around them the notion of network closure as an important source of social capital Lewis et al, In that way consumers contribute actively in the brand development, and shape future marketing strategies These interactions create value for both firms and the consumers and can be seen as a measure of social capital created by the formation of active social networks of consumers and brands. The National Security Agency NSA uses its clandestine mass electronic surveillance programs to generate the data needed to perform this type of analysis on terrorist cells and other networks deemed relevant to national security. Anuual Social media survey in Greece. This can be referred to as a multi-method approach or data triangulation , which will lead to an increase of evaluation reliability in CSCL studies. Schneider F.

Centrality of a node measures its relative importance within a graph showing how influential a node a person, brand or a post is within a social network.

Penetration of social media is very high and continuously rising in the population, and not only to young adults showing evidence of a coming to maturity field ELTRUN, The main measures of centrality that are widely used in network analysis: degree centrality, betweenness, and eigenvector centrality Wasserman and Faust, ; Opsahl et al.

Network analysis questions

Content creators exhibit higher levels of involvement in the exchange process in social communities than content consumers. Antoniadis I1, Serdaris P. The resulting networks, which can contain thousands of nodes, are then analysed by using tools from network theory to identify the key actors, the key communities or parties, and general properties such as robustness or structural stability of the overall network, or centrality of certain nodes. Anuual Social media survey in Greece. From our results providing users with content requiring their input, such as contests or actively commenting an image, increases activity and the connectivity of users, thus increasing social capital. More open networks, with many weak ties and social connections, are more likely to introduce new ideas and opportunities to their members than closed networks with many redundant ties. Trust in a brand is positively related to brand loyalty Lau and Lee, ;Laroche et al. Van de Bulte C. The NSA looks up to three nodes deep during this network analysis.
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Case Study: Case Studies on Social Media and Marketing Best Practices