The role of social networks in marketing

Abstract

Social network analysis is not new, but its business application in marketing\ris a relatively new area. This paper describes what social network analysis is and how it\ris being applied to solving marketing problems around segmentation, targeting and\rcampaign design. In particular it describes how the social network can be defined, the\rrole of the influencer and how this information can be used to improve marketing insight and communication effectiveness.