Abstract
The present study proposes a model of analysis to characterize the observable movement of agents within the dynamic visualizations of the social network Twitter from the physical perspective of magnetism. Taking into account that models of dynamics of opinion stated from sociophysics fundamentally rely on the Ferromagnetic Ising Model, and that the algorithms of dynamic visualization of the Force-Directed type that translate the networks to movement are also based on magnetic principles, an analysis model was constructed under the same magnetic principles. The model has three magnetic descriptors: direction, orientation, and velocity, to which the variables of magnetic field, temperature and entropy are added. This model was tested along with the classic juxtaposed images and analysis of social networks methodology, so as to analyze the behavior of advertising communication agents in the conversation generated on Twitter upon the Pope's arrival in Colombia. The results were contrasted and compared to highlight their usefulness in the advertising field.
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