Page 311 - Social Media Marketing

Social Graph

Social Network 289

Figure 11.1 A Simple Social Graph ■ WHAT IS A SOCIAL GRAPH?

Social Graph and Data Visualization

The social graph is the collection of links, interactions, and other connections that define the activities
within a social network. Visualizing these links reveals relationships that offer insights into influence,
who is connected to whom, the existence of expertise or interest groups within personal networks,
and more. You can refer to this post at ReadWriteWeb for more on social graph visualization.

http://www.readwriteweb.com/archives/george_stephanopoulos_wolf_
blitzer_ana.php

With the definition of the social graph set aside, the importance of the social
graph and its application in the business use of social media lies in its ability to simul-
taneously provide a framework for understanding the relationships that develop within
a network (as well as between networks) and to provide an efficient description of
the way in which the participants of a given social network are connected. The social
graph and its application in business—for example, to help spot influencers or suggest
opportunities for collaboration—is at the heart of using social networks to their fullest
potential in driving engagement.

A Social Graph Primer

ReadWriteWeb author Alex Iskold published an article in 2007 that outlines the basic concepts
underlying the social graph and its use in business. You’ll find the post here:

http://www.readwriteweb.com/archives/social_graph_concepts_and_issues.php