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Visualizing Social Network Influence: Measurement and Case Studies
Abstract
Billions of social media users communicate via Web and mobile platforms. A variety of measurement tools may be used to advance research methodologies in the study of computer-mediated communication (CMC). Social networking sites (SNS), such as Twitter, allow researchers to conduct exploratory data scraping and create visual mapping of possible relationships between social network accounts. The nature of the visualization depends upon the number of accounts within the social network, the amount of communication activity, the direction of specific communication, the amplification of messages across the network and other factors. A major challenge of this research method is disclosure and verification of individuals operating online identities. Additionally, most free research tools fail to disclose algorithms for generating scores and ranks. The purpose of this chapter is to explain how individual position, or centrality, is one reflection among many in the measurement of social network influence.
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