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Identifying Influencers on Social Media Using
Social Network Analysis
Felipe Bonow Soares
PhD candidate in Communication and Information (UFRGS)
Visiting researcher (Social Media Lab)
@felipebsoares
@SMLabTO
1
2
3
Agenda
• Social Media Lab
• Social Network Analysis (SNA)
• Software: Netlytic (Netlytic.org)
• Case Study: @RyersonU
@felipebsoares
@SMLabTO 4
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adipiscing elit. Maecenas porttitor congue
Co-Directors
The Lab & The People “Making Sense of a Networked World”
The lab’s research seeks to
advance the public’s understanding
of the benefits and pitfalls of social
media adoption.
@felipebsoares
@SMLabTO 5
Allan
Mattsson
CEO
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amet, consectetuer
adipiscing elit
Mira
Karlsson
COO
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amet, consectetuer
adipiscing elit
Victoria
Lindqvist
CTO
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adipiscing elit
8-12 Students ea. year
90+ since 2010
Thesis Students, Research
Assistants, Postdocs (HQPs)
Socialmedialab.ca
@felipebsoares
@SMLabTO 6
Research Collaborators
Allan
Mattsson
CEO
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amet, consectetuer
adipiscing elit
Mira
Karlsson
COO
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amet, consectetuer
adipiscing elit
Victoria
Lindqvist
CTO
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amet, consectetuer
adipiscing elit
North America, Europe,
Asia & South America
Currently:
16+ active collaborators
Socialmedialab.ca
@felipebsoares
@SMLabTO 7
Visiting Scholars
Unique
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sit amet
First to Market
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Tested
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Authentic
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USA
Europe
South
America
Asia
Canada
2016-2019
13 Visiting Scholars
@felipebsoares
@SMLabTO 8Socialmedialab.ca
Funding Partners
Productivity
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User Frustration
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Mobile Finance
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Chip Pricing
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Scarce Analytics
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Current and Past 2.25 M+ since 2010
1.25 M+ since joining TRSM in 2014
9
@felipebsoares
@SMLabTO Socialmedialab.ca
Research Foci
Social Media for:
Research,
Teaching,
Learning, Learning
Analytics & Alt-
metrics
Health, Well-being
and Social Media
Social Media Data
Use, Reuse &
Misuse, Privacy &
Trust, Privacy
Paradox
Online Social
Networks, Online
Crowds &
Communities
Adoption & Usage
Trends, Factors
Predicting
Engagement, ROI,
Data Analytics &
Visualizations
Political
Engagement &
Polarization, Social
Movements, & E-
Government
The Spread of Dis-
and Misinformation
via Social Media
10
@felipebsoares
@SMLabTO Socialmedialab.ca
Research Contributions
2014-2019
71 High Impact Publications [IF 1.07-5.23]
Avg. 14 Research Outputs/Year
21
1611
9
6
5
3
Posters
Journal
articlesConference
abstracts
Conference
papers
Public
reports
Book
chapters
Ed. Journal
issues
2014-2019
11Socialmedialab.ca
@felipebsoares
@SMLabTO
Public Reports
Social Media Adoption & Usage Trends
Data About Canadians For Canadians
12Socialmedialab.ca
@felipebsoares
@SMLabTO
Earned Media
2014-2019
98 Media Mentions
Avg. 20/Year
The
Washington
Post
MIT
Technology
Review
Foreign
Affairs
CBS News The Atlantic Nature
NPR
Los Angeles
Times
The Globe
and Mail
CBC Radio
‘Spark’
TVO The
Agenda
Maclean’s
13Socialmedialab.ca
@felipebsoares
@SMLabTO
Research Tools & Apps
Data Analytics and Data Visualizations Software
Socialmedialab.ca/apps/
14
@felipebsoares
@SMLabTO
Scholarly Events
“ ”
2016
2017
2018
2019
2010
400+ Authors,
200+ Attendees from
25+ Countries each year
10 Years Running
2020
15
@felipebsoares
@SMLabTO Socialmedialab.ca
Agenda
• Social Media Lab
• Social Network Analysis (SNA)
• Software: Netlytic (Netlytic.org)
• Case Study: @RyersonU
@felipebsoares
@SMLabTO 16
@felipebsoares
@SMLabTO
How to make sense of social media data?
17
How to make sense of social media data?
Method: Social Network Analysis (SNA)
18
@felipebsoares
@SMLabTO
Nodes and edges
Nodes: social actors
19
A
B
C
D
E
@felipebsoares
@SMLabTO
Nodes and edges
Nodes: social actors Edges: connections
20
A
B
C
D
E
@felipebsoares
@SMLabTO
Nodes and edges
Undirected Network
Unweighted (Binary)
21
@felipebsoares
@SMLabTO
Nodes and edges
Directed Network
Weighted (Valued)
Undirected Network
Unweighted (Binary)
1@/RT
3@/RT
22
@felipebsoares
@SMLabTO
What do we study in networks?
23
@felipebsoares
@SMLabTO
Influencers: Centralities
Source: https://friendsarena.wordpress.com/category/uncategorized/
24
@felipebsoares
@SMLabTO
Influencers: Centralities
Source: https://friendsarena.wordpress.com/category/uncategorized/
25
@felipebsoares
@SMLabTO
In-degree and Out-degree
26
@felipebsoares
@SMLabTO
In-degree and Out-degree
27
@felipebsoares
@SMLabTO
Political Polarization, US political blogs, 2004 elections
(Blue: democrats, Red: republicans)
Source: Adamic and Glance (2005)
28
@felipebsoares
@SMLabTO
Networks are everywhere:
Political Networks
Networks are everywhere:
Political Networks
Political Polarization, US Congress
(Blue: democrats, Red: republicans)
Source: Andris et al. (2015)
29
@felipebsoares
@SMLabTO
Networks are everywhere:
Political Networks
Political Polarization on Twitter, Canadian Election
Source: Gruzd et al. (2014)
30
@felipebsoares
@SMLabTO
Networks are everywhere:
Network of Thrones
from Games of Thrones
31
@felipebsoares
@SMLabTO
Source: Beveridge & Shan (2016)
32
Networks are everywhere:
Ingredients network
@felipebsoares
@SMLabTO
Source : Teng, Lin & Adamic (2012)
Networks are everywhere:
Sports
33
@felipebsoares
@SMLabTO Source: https://twitter.com/BetweenThePosts
• Reduce the large quantity of
data into a more concise
representation
• Makes it much easier to
understand what is going on
in a group
• Once the network is
discovered, we can find out:
• How do people interact with
each other
• Who are the most/least active
members of a group
• Who is influential in a group
• Who is susceptible to being
influenced
• Much more!
34
How to Make Sense of Social Media Data?
Advantages of Social Network Analysis (SNA)
@felipebsoares
@SMLabTO
Agenda
• Social Media Lab
• Social Network Analysis (SNA)
• Software: Netlytic (Netlytic.org)
• Case Study: @RyersonU
35
@felipebsoares
@SMLabTO
• A social media data collector
• A text and social networks analyzer
• Designed to analyze public conversational data
and visualize social networks
• Used by thousands of students and
researchers for learning, teaching and research
NETLYTIC
A SOCIAL MEDIA ANALYTIC PLATFORM
@felipebsoares
@SMLabTO 36
Netlytic
www.netlytic.org
Visualize & analyze social networks
Discover popular topicsCollect data from social media
Find & explore emerging
themes of discussions 37
@felipebsoares
@SMLabTO
Agenda
• Social Media Lab
• Social Network Analysis (SNA)
• Software: Netlytic (Netlytic.org)
• Case Study: @RyersonU
38
@felipebsoares
@SMLabTO
39
@felipebsoares
@SMLabTO
Case study: @RyersonU
Question: Who are the influencers in the
conversation about Ryerson University?
40
@felipebsoares
@SMLabTO
Case study: @RyersonU
Question: Who are the influencers in the
conversation about Ryerson University?
41
@felipebsoares
@SMLabTO
Case study: @RyersonU
Question: Who are the influencers in the
conversation about Ryerson University?
Jan 7 - Jan 15, 2020
978 tweets
675 users
Text analysis
SNA
Case study: @RyersonU
42
@felipebsoares
@SMLabTO
Text analysis
Case study: @RyersonU
43
@felipebsoares
@SMLabTO
Text analysis
Case study: @RyersonU
44
@felipebsoares
@SMLabTO
Text analysis
Case study: @RyersonU
45
@felipebsoares
@SMLabTO
Text analysis
Automated Discovery of Social Networks:
Twitter Data Examples
Network Edge
@felipebsoares -> @TBallinhas
Connection type: Reply (Chain Network)
@felipebsoares
@SMLabTO 46
Automated Discovery of Social Networks:
Twitter Data Examples
Network Edge
@felipebsoares -> @SMLabTO
Network Edge
@felipebsoares -> @TBallinhas
Connection type: Mention/RT (Name Network)
Connection type: Reply (Chain Network)
@felipebsoares
@SMLabTO 47
Case study: @RyersonU
48
@felipebsoares
@SMLabTO
Case study: @RyersonU
49
@felipebsoares
@SMLabTO
Case study: @RyersonU
50
@felipebsoares
@SMLabTO
Case study: @RyersonU
51
@felipebsoares
@SMLabTO
Case study: @RyersonU
52
@felipebsoares
@SMLabTO
Case study: @RyersonU
53
@felipebsoares
@SMLabTO
Who are the influencers in the
conversation about Ryerson University?
54
@felipebsoares
@SMLabTO
Who are the influencers in the
conversation about Ryerson University?
Answer: It depends!
55
@felipebsoares
@SMLabTO
Who are the influencers in the
conversation about Ryerson University?
Answer: It depends!
56
@felipebsoares
@SMLabTO
Summary:
• SNA helps us understand social interactions
• We can use Netlytic to collect and analyze social media data
• SNA is useful to identify social groups on social media
• SNA can be used to identify influencers on social media
• There are different types of influencers on social media
• SNA is also useful to answer many other questions related to
social media interactions
57
@felipebsoares
@SMLabTO
Thank you!
Felipe Bonow Soares
PhD candidate in Communication and Information
Visiting researcher at the Social Media Lab
felipeb.soares@ryerson.ca
@felipebsoares
58
@felipebsoares
@SMLabTO

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