In this section
Social network analysis covers the study of consumer behavior and their interactions, both with other users and with different services. From a marketing perspective, it is important for acquiring new customers or improving campaigns.
Objectives
- Understand the relative importance and influence of a node within the network
- Predict the number of users that certain content can reach
- Analyze connection patterns among users of interest
Social network analysis studies individual behavior at the micro level, relationship patterns (network structure) at the macro level, and the interactions between the two. This research is important from a marketing perspective for acquiring new customers or improving advertising delivered on social networks, and it also enables regular interaction with consumers using a wide variety of content.
What we do
Social network analysis models are based on the idea that a social network establishes relationships between people, who in turn create relationships with one another, resulting in a structure of connected individuals. These structures are known as graphs, which are made up of points connected to each other. In mathematical terms, an individual in the graph (node) can be a member of the network, a published message, or an entity. Depending on the needs, these nodes are connected according to what exists between them (directed messages, shared content, likes given, etc.).
How we do it
Needs analysis
Initially, a study is carried out of the different social networks involved, as well as the visibility and impact of actions already taken.
Connections in the networks created by individuals are analyzed to understand the relationships formed between them.
Relationship analysis
Different mathematical algorithms are used to determine the importance and role of each node in the network.
Based on the information extracted from each model, the conclusions are discussed with the marketing team.
Visualization
A typical social network representation has nodes for people and edges connecting two nodes to represent one or more relationships between them.
The resulting graph can reveal connection patterns between people.