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Social Media Network Analytics - Coggle Diagram
Social Media Network Analytics
Types of Networks
By Scope
Egocentric Network: Analysis of a single node and its immediate neighbors (e.g., "My Facebook friends").
Sociocentric Network: Analysis of the entire network or a closed system (e.g., "All employees in a company").
By Entity Type
One-Mode (Unimodal): Connecting same type of entities (User ↔ User).
Two-Mode (Bipartite): Connecting different types of entities (User ↔ Hashtag, or User ↔ Event).
By Layering
Simplex: Single type of relationship (only tracking "likes").
Multiplex: Multiple types of relationships layered (tracking "likes," "follows," and "messages" simultaneously).
Common Network Terms
Node (Vertex)
Definition: The entities in the network
Examples: Users, Pages, Groups, Hashtags, Websites.
Edge
Definition: The relationship or interaction connecting nodes.
Examples: Follows, Likes, Retweets, Replies, Mentions, Friendships.
Weight: The strength of the connection (e.g., number of messages exchanged).
Directionality
Directed: One-way connection (e.g., A follows B on Twitter).
Undirected: Mutual connection (e.g., A and B are friends on Facebook).
Common Network Terminologies (Metrics & Concepts)
Centrality (Influence Measures)
Degree Centrality: Number of direct connections (Popularity).
In-Degree: Number of incoming links (e.g., followers).
Out-Degree: Number of outgoing links (e.g., following).
Betweenness Centrality: How often a node acts as a bridge on the shortest path between two other nodes (Gatekeepers/Bridges).
Closeness Centrality: How close a node is to all other nodes (Efficiency in spreading information).
Eigenvector Centrality: Connections to other influential nodes (Influence).
Structural Metrics
Density: The ratio of actual connections to potential connections (How interconnected the group is).
Clustering Coefficient: The likelihood that two friends of a node are also friends with each other.
Diameter: The longest "shortest path" between any two nodes (Size of the network).
Reciprocity: The likelihood that a directed edge is returned (Mutual following).
Key Concepts
Homophily: "Birds of a feather flock together" (Nodes connect with similar nodes).
Structural Hole: A gap between two different clusters that can be filled by a "Bridge."
Isolate: A node with no connections.
Clique: A sub-group where everyone is connected to everyone else.
Network Analytics Tools
Visual & GUI Based (No Code)
Gephi: Open-source, powerful visualization and exploration.
NodeXL: Excel template for easy network import and graphing.
UCINet: Academic standard for social network analysis (SNA).
Pajek: Specialized for very large networks.
Cytoscape: Originally for biology, but great for complex social networks.
Programming & Scripting
Python
NetworkX: Standard library for SNA.
igraph: High-performance C core.
R Language
sna package
igraph (R version)
Enterprise/Social Listening (Integrated SNA)
Brandwatch
Talkwalker
Netlytic (Cloud-based text and social networks analyzer).