Developing metrics for social media analysis

Abstract

Social media has become an everything day today. To the normal user, it offers a source of fun, engagement, and a convenient form of learning as well as communication. However, what social media also generates is a ton of data that organisations can use to analyse user/customer behaviour. A unique and purely mathematical way of doing is this social media network analysis. In this process, we investigate social structures by making use of something called graph theory as well as networks.