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How to map a hashtag: Identify leaders, groups, & topics with network analysis

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NewMR - Marc Smith - June 2021

  1. 1. How to map a hashtag: Identify leaders, groups, and topics with social media network analysis Marc Smith Chief Social Scientist / Director Social Media Research Foundation June 2021
  2. 2. Sponsors Communication
  3. 3. Marc A. Smith Chief Social Scientist / Director Social Media Research Foundation How to map a hashtag: Identify leaders, groups, and topics with social media network analysis
  4. 4. About me Introductions Marc A. Smith Chief Social Scientist / Director Social Media Research Foundation marc@smrfoundation.org http://www.smrfoundation.org http://nodexlgraphgallery.org http://www.twitter.com/marc_smith http://www.linkedin.com/in/marcasmith https://www.youtube.com/channel/UCnrbbUoV6A2YP0tCJJfJSsg http://www.flickr.com/photos/marc_smith http://www.facebook.com/marc.smith.sociologist
  5. 5. https://giphy.com/gifs/satisfying-starlings-murmuration-eZYz372UA5oeA
  6. 6. What does a hashtag look like? What is an adequate visualization of social media? #?
  7. 7. TWITTER NETWORK *BEFORE*
  8. 8. Twitter Network *AFTER* Eduarda Mendes Rodrigues, Natasa Milic-Frayling, Marc Smith, Ben Shneiderman, Derek Hansen (2011): Group-in-a- box Layout for Multi-faceted Analysis of Communities. https://www.cs.umd.edu/hcil/trs/2011-24/2011-24.pdf
  9. 9. https://demo-3dg-viz.herokuapp.com/
  10. 10. Degree 10
  11. 11. Betweenness Centrality 11
  12. 12. From Tweets to Networks 12
  13. 13. From Tweets to Networks 13
  14. 14. From Tweets to Networks 14
  15. 15. From Tweets to Networks 15
  16. 16. From Tweets to Networks 16
  17. 17. From Tweets to Networks
  18. 18. Social Network Analysis 18 Network metrics Group metrics Vertex metrics
  19. 19. https://www.nodexlgraphgallery.org/Pages/Default.aspx?search=marketing
  20. 20. https://www.nodexlgraphgallery.org/Pages/Graph.aspx?graphID=256161
  21. 21. https://www.nodexlgraphgallery.org/Pages/Graph.aspx?graphID=256166
  22. 22. https://www.nodexlgraphgallery.org/Pages/Graph.aspx?graphID=254144
  23. 23. Recommended Reading (Articles) 23 Smith, M. A., Rainie, L., Shneiderman, B., & Himelboim, I. (2014). Mapping Twitter topic networks: From polarized crowds to community clusters. Pew Research Center, 20, 1-56. Himelboim, I., Smith, M. A., Rainie, L., Shneiderman, B., & Espina, C. (2017). Classifying Twitter topic-networks using social network analysis. Social media+ society, 3(1), 2056305117691545. Ahmed, W., & Lugovic, S. (2019). Social media analytics: analysis and visualisation of news diffusion using NodeXL. Online Information Review.
  24. 24. [Divided] Polarized Crowds [Unified] Tight Crowd [Fragmented] Brand Clusters [Clustered] Community Clusters [In-Hub & Spoke] Broadcast Network [Out-Hub & Spoke] Support Network 6 kinds of Twitter social media networks
  25. 25. [Divided] Polarized Crowds [Unified] Tight Crowd [Fragmented] Brand Clusters [Clustered] Community Clusters [In-Hub & Spoke] Broadcast Network [Out-Hub & Spoke] Support Network 6 kinds of Twitter social media networks
  26. 26. https://www.nodexlgraphgallery.org/Pages/Default.aspx?search=marketing
  27. 27. Social media network analysis data flow 27 Network Analysis Content Analysis Data Import Data Export Visualization Network Overview Network size and composition Graph density, modularity Group Analysis Group by cluster e.g. Clauset-Newman-Moore Group metrics Vertex metrics Degree/In-/OutDegree Betweenness/Closeness/ Eigenvector/ Page Rank Path Analysis Text Analysis Words and word pairs from Tweets, Posts, Replies, … Sentiment Analysis Positive/Negative Sentiment Your list of Keywords Top Content Summary By entire network / by group Top hashtags, URLs, domains Top words and word pairs Time Series Analysis By minute/hour/day/… By hashtag/word/language/… Data formats Excel/UCINET/GraphML/ Pajek/GEFX/GDF Social media data 3rd Party importers Data formats Excel/UCINET/GraphML/ Pajek/GEFX/GDF Publish to the web NodeXL Graph Gallery Export to Powerpoint Export to Polinode Customize Shape, size, color, label of vertices, edges and groups Autofill Columns Graph Layout Various layout algorithms e.g. Harel-Koren Fast Multiscale Group-In-a-Box Layout Treemap Force-directed Packed rectangles Automate all steps with NodeXL Data Recipes
  28. 28. SNA questions for social media: 1. What does my topic network look like? 2. What does the topic I aspire to be look like? 3. What is the difference between #1 and #2? 4. How does my map change as I intervene? What does #YourHashtag look like? Who is the mayor of #YourHashtag?
  29. 29. 29 Data > Export > To NodeXL Pro INSIGHTS
  30. 30. Marc A. Smith Chief Social Scientist / Director Social Media Research Foundation How to map a hashtag: Identify leaders, groups, and topics with social media network analysis
  31. 31. Recommended Reading 41 Scott, J. (2012). Social Network Analysis. Sage. Wasserman, S., & Faust, K. (1994). Social Network Analysis: Methods and Applications (Vol. 8). Cambridge university press. Hansen, Shneiderman, Smith (2019). Analyzing Social Media Networks with NodeXL - Insights from a Connected World 2nd edition
  32. 32. • Social Media Research Foundation: http://www.smrfoundation.org/ • NodeXL Graph Gallery: https://nodexlgraphgallery.org/ • Marc Smith | Network Mapping the Ecosystem: https://www.youtube.com/watch?v=kDiGl-2m868 • How to Automate NodeXL Pro: https://www.youtube.com/watch?v=mjAq8eA7uOM • Eduarda Mendes Rodrigues, Natasa Milic-Frayling, Marc Smith, Ben Shneiderman, Derek Hansen (2011): Group-in-a-box Layout for Multi-faceted Analysis of Communities. In: IEEE Third International Conference on Social Computing, October 9- 11, 2011. Boston, MA: https://www.cs.umd.edu/hcil/trs/2011-24/2011-24.pdf • Smith, Marc A., Lee Rainie, Ben Shneiderman and Itai Himelboim (2014): Mapping Twitter Topic Networks: From Polarized Crowds to Community Clusters. PEW Research Report: https://www.pewinternet.org/2014/02/20/mapping-twitter-topic- networks-from-polarized-crowds-to-community-clusters/ • Derek Hansen, Ben Shneiderman and Marc Smith (2009): Analyzing Social Media Networks with NodeXL: https://www.elsevier.com/books/analyzing-social-media-networks-with-nodexl/hansen/978-0-12-382229-1 • Itai Himelboim, Marc A. Smith, Lee Rainie, Ben Shneiderman and Camila Espina: Classifying Twitter Topic-Networks Using Social Network Analysis. In: Social Media + Society (January-March 2017: 1 –13). https://journals.sagepub.com/doi/full/10.1177/2056305117691545 Links / Literature
  33. 33. • Meier, Harald (2016): Global Civil Society from Hyperlink Perspective: Exploring the Website Networks of International NGOs. In: Journal of Contemporary Eastern Asia (2016) 15-1, pp.64-77, https://doi.org/10.17477/jcea.2016.15.1.064 • Borgatti, Stephen P. (2006): Identifying sets of key players in a social network. In: Comput Math Organiz Theor (2006) 12: 21–34 [DOI 10.1007/s10588-006-7084-x] • Aaron Clauset, M. E. J. Newman, and Cristopher Moore (2004): Finding community structure in very large networks. In: Phys. Rev. E 70. • Litterio, Arnaldo M., et. al. (2017): "Marketing and social networks: a criterion for detecting opinion leaders", European Journal of Management and Business Economics, Vol. 26 Issue: 3, pp.347-366, https://doi.org/10.1108/EJMBE-10-2017- 020 • Ahmed W, Vidal-Alaball J, Downing J, López Seguí F (2020): COVID-19 and the 5G Conspiracy Theory: Social Network Analysis of Twitter Data J Med Internet Res 2020;22(5):e19458 URL: https://www.jmir.org/2020/5/e19458 DOI: 10.2196/19458 PMID: 32352383 PMCID: 7205032 • Castells, Manuel (1996): The Rise of the Network Society, Malden: Blackwell Publishers. Links / Literature
  34. 34. Q & A Ray Poynter Potentiate & NewMR Marc Smith Social Media Research Foundation
  35. 35. Sponsors Communication

How to map a hashtag: Identify leaders, groups, & topics with network analysis

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