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The use of social network analysis in Public relations

The use of social network analysis in Public relations. Presented by blair hoyte. Social Network Analysis .

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The use of social network analysis in Public relations

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  1. The use of social network analysis in Public relations Presented by blairhoyte

  2. Social Network Analysis • Conceptualizes social structure as a network with ties connecting members and channeling resources, focuses on the characteristics of ties rather than on the characteristics of the individual members, and views communities as ‘personal communities’, that is, as networks of individual relations that people foster, maintain, and use in the course of their daily lives. • Applies graph theory to understand, categorize and quantify relationships in a social network.

  3. Social networks • A social structure composed of individuals or organizations interconnected by one or specific types of interdependencies such as friendships, kinships, financial exchange, and communication exchanges.

  4. Public Relations Astrategic communication process that builds mutually beneficial relationships between organizations and their publics

  5. Surface data vs. deep data • Surface data is about a lot of people. • Deep data is about few individuals or small group. • The rise of social media along with new computational tools that can process massive amount of data makes possible a fundamentally new approach to the study of human beings. We no longer have to choose between data size and data depth.

  6. Twitter • One of the fastest growing social networks in the Internet. • Twitter, a micro-blogging network • There are approximately 645,750,000 active twitter users as January 2014

  7. Facebook • The sixth most trafficked website in 2008 • Over 80 billion users in 2008 • 22% of users post their opinions on a product

  8. Trending topics • 31% of tweets that make up trending topics are retweets • Trending topics are formulated from the frequency a keyword is found in a recent stream of tweets

  9. Sentiment ANALYSIS • Is the analysis of text whether it is a positive or negative in polarity. • Public relations consultants can use this in order to get insight into the publics opinion of a brand or product.

  10. Analysis of tweets : amazing spider man 2

  11. Analysis of tweets : Solange Knowles

  12. The use of social network analysis in Public relations

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