{"id":47690,"date":"2023-04-04T15:15:08","date_gmt":"2023-04-04T15:15:08","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/social-network-analytics"},"modified":"2026-05-11T23:03:29","modified_gmt":"2026-05-11T23:03:29","slug":"social-network-analytics","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/social-network-analytics","title":{"rendered":"Social Network Analytics"},"content":{"rendered":"

Definition:\"Social<\/strong><\/p>\n

Social Network Analytics or\u00a0<\/strong><\/em>social network analysis<\/a> is a set of tools and techniques used to analyze social networks and the relationships between the entities that compose them. It helps identifypatterns and trends in connections between people<\/strong>, companies, organizations, websites and products,<\/strong> among others. By discovering these trends, businesses can gain valuable insights into their customers’ behavior, preferences, and opinions.<\/p>\n\n

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What is Social Network Analytics for?<\/h2>\n

Companies need to understand their customers to better meet their needs and develop successful marketing strategies. But it can be difficult for businesses to get an accurate picture of customer behavior, preferences, and opinions without the right tools and techniques.<\/p>\n

Social media analytics is a powerful tool that helps businesses gain insights into customer behavior, preferences, and opinions<\/strong> by analyzing social media and cross-entity relationships. Using this data, companies can create marketing strategies that are more effective and tailored to their target audience.<\/p>\n

Social Network Analytics Source<\/h2>\n

Social network analysis is a relatively new tool in the arsenal of market researchers and developers, but its origins date back to the 1950s<\/strong>. In the ’50s, Harvard professor J.A. Barnes<\/strong> developed an innovative method of social network analysis that used diagrams to illustrate connections between entities.<\/p>\n

In the early 2000s<\/strong>, Professor Mark Granovetter<\/strong> developed a more complex form of network analysis which he called “social network analysis”. This technique was more sophisticated than Barnes’ diagramming method and allowed the connections between entities to be studied in greater detail.<\/p>\n

Main Social Network Analytics tools<\/h2>\n

Social media analytics tools have become increasingly popular in recent years due to their ability to provide detailed insights into customer behavior, preferences, and opinions. Among the most popular social media analytics tools are Sysomos, Socialbakers, Sprinklr, and Synthesio.<\/strong><\/p>\n