What is Social Network Analytics?

This set of tools assesses and quantifies the interactions by individuals in social environments. SNA techniques provide new metrics which can yield more detailed information on users, such as which network actor (node in SNA terminology) has the most influence, so as to then adjust the marketing strategy, uncover communication patterns, or understand how a customer behaves. The networks and their interactions tend to be shown as visual representations.

They are based on the idea that human beings, when they interact with each other, develop different kinds of relationships ranging from friendship to commercial exchanges, and these social bonds are like a network because they connect individuals. By systematically collecting data on these relationships between actors, it is possible to investigate deeper into the behaviour of the subjects in accordance with their position in the network and to understand, for example, why some content is shared virally while other content is not.

In theory, this discipline is based on sociometry, which derives from sociology and the mathematical theory of graphs. It should not be confused with the analysis of social media, which may be a part of SNA, but it is not the only part.

Other denominations:
SNA

 
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