Software Review The Role Of Social Networks In Marketing
Source: Palgrave Macmillan
Social network analysis is not new, but its business application in marketing is a relatively new area. This paper describes what social network analysis is and how it is being applied to solving marketing problems around segmentation, targeting and campaign design. In particular it describes how the social network can be defined, the role of the influencer and how this information can be used to improve marketing insight and communication effectiveness.