Social Network Analysis: Who is Promoting Net Promoter?
(5 pages of text)
Case (Pub Mat)
A young analyst decides to collect Twitter data to better understand who is promoting the Net Promoter matrix on the social media site in late July 2015. How widely is the metric mentioned and how much of the dialogue involves conversations rather than tweets being sent as general broadcast messages? He considers the social network of these users, their relationships and the network as a whole to create a network graph and wonders what he can do to improve the way it can be viewed and understood.
This case is appropriate for introductory courses in marketing, social media or measuring marketing. Its objectives are:
- To gain a better understanding of social network analysis.
- To use free software to create graphs of social networks.
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