The document discusses the implementation of Twitter social network analysis through the Brandcare software, which allows users to visualize and analyze connections between profiles and content on Twitter. It highlights five main applications of the analysis: identifying influencers and activators, analyzing information flow, measuring campaign impact, and studying clusters and communities. Users can interact with network visualizations to gain insights on engagement, information dissemination, and community dynamics.

1. Social Media
Network Analysis
Focus : Twitter

2. Social Network Analysis?
Social Network Analysis is a range of techniques,
methods and visualisation of connections between
people and network content.
We implement this methodology in an innovative way,
and fully integrated with our BrandCare software.
In the Twitter Social Network Analysis feature,
everything which is monitored, tagged or classified
within the platform can generate network
visualisations.

3. Twitter Social Network Analysis
Everything that is monitored in Twitter
can be transformed into a network

4. Each point represents a Profile
and each line represents a
Connection

5. Twitter Social Network Analysis
É possível analisar Influenciadores,
Ativadores, Clusters, Fluxos de
Informação e outros elementos da
estrutura da rede em detalhes.
Information about each
profile can be seen in
details with a click.

6. With our tool, you can:
• Zoom into the network,
• Fliter by different Metrics,
Tags and Groups,
• Find and analyse specific
Clusters and export as an
Image

7. The 5 main applications of Social
Network Analysis:
. Find and analyse influencers
. Find and analyse activators
. Analyse Information Flow
. Measure Campaign Impact
. Analyse Clusters and
Communities

8. 1. Find Influencers
Network metrics take Influence Measurement
one step further.
Providing a deeper understanding than just the
volume of mentions or dissemination potential,
metrics such as In Degree measure the real
impact of people, profiles and channels to
measure influence and authority.
Influencer

9. In the Twitter Social Network Analysis module, the generated visualisation will already display
profiles with the highest In Degree. By opening the ‘Filter’ box it is possible to change the view to
analyse different items.
1. Find Influencers

10. 2. Find Activators
Measurement of Engagement can be
improved with Network Metrics.
With BrandCare, it is possible to also analyse
who transforms engagement in activation of
other people.
Out Degree metrics (OutDegree), in
combination with other metrics such as tag
classification, sentiment etc. allows the user
to find other profiles showing engagement
by talking and sending information to others.

11. By using the Out Degree filter in the Twitter Social Network Analysis, it is possible to find out
which profiles activated and interacted with others the most through Mentions and Retweets.
2. Find Activators

12. 3. Analyse Information Flow
Where did the information pass through to reach more people?
Analysing the Information Flow allows the generation of more
insights connected to Content Viralization and even Crisis Outbreak.

13. In the example to the left, the information travelled through several steps via ‘Retweets’, reaching a
lot more people than the initial source had between his/her followers.
In the example to the right, we have the typical broadcast structure with a news portal as the hub.
3. Analyse Information Flow

14. 4. Analyse Campaign Impact
Sponsored campaigns with bloggers,
influencers, ads and media channels can have
the impact in the network measured in Twitter.
Twitter serves as a hub of message circulation,
links and hashtags, which we can analyse in
relation to specific advertisement campaigns.
The map above is normally used for brands that run Youtube campaigns. In this
case Youtube becomes the hub between people that are sharing the video.

15. 5. Analyse Clusters and Communities
Clusters are groups of people who are more
connected to eachother, than to the rest of
the network as a whole.
These connections could mean that they are
talking about the same theme, possess the
same demographic characteristic, follow the
same types of references and/or have
another type of similarity.
Within Twitter, it can even mean that it is a
community with repeated contacts.

16. 5. Analyse Clusters and Communities
BrandCare is able to source clusters present in the network, via analysis of network algorithms. It is
possible to see each one of them in an isolated form, filter data of each group and even generate a
wordcloud of profile details and tweets of each cluster.

17. It’s time to Listen!
Try BrandCare today and start working with data that really matters to
you.
Click here to start listening
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