Abstract
The unique possibilities of the online social networks such as real-time data access, knowledge of users’ changing preferences and access to their statuses provide the possibility for innovation in the analysis of people’s behavior and opinions, when compared to classical offline methods. Literature review shows lack of studies about the use of public Facebook data in Serbia for the improvement of different product sale, political or promotional campaigns, recommender systems, etc. In this paper, we present the way how data from Facebook can be collected in order to gain insight into the individuals’ preferences and statuses, as well as their connection to a company's fan pages. In particular, we present data collection framework – Symbols – used for collecting individual specific data. The framework stores data into local database and involves a module for graph and content-based analysis of these data. The proposed framework for social network analysis can be used as a decision-making system in users’ preferences implementation thus creating a space for business improvements in various areas.
Highlights
Internet social networks, such as Facebook, Twitter, Instagram and LinkedIn have become very popular during the last decade
In this study we focus on Facebook profiles, since Facebook Advertisement service presents potential reach of 3,700,000 people in Serbia for the promotion of products and services
We presented a data collection framework Symbols for retrieving profile data from Facebook fanpages, groups and users
Summary
In this paper we present the Symbols, a framework for social network analyses, developed as an idea to potentially reinforce usage of the online social network data for marketing and branding purposes, improving political campaigns, analyzing information about people stances and opinions about social phenomena etc. One of them is the Netvizz application [11], a data collection and extraction application that operates over the Facebook social network such as friendship networks, groups and pages Compared to this application, the Symbols offers a possibility for applying user-defined algorithms for text analysis. The Social Network Importer is a plug-in for the NodeXL network analysis and visualization toolkit which provides a functionality for downloading personal networks and extracting data from Facebook pages These applications are mainly focused on data collection, while the Symbols provides different tools for data analysis and visualization. The paper concludes with a summary of key points and directions for further work
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