What once was vaguely referred to as “word of mouth” is now a huge business. Facebook is worth nearly $100 billion and social listening and community assignments have become lucrative sources of ad agency fees.
Strangely enough, social network analysis has largely been ignored. In an industry obsessed with metrics, that seems like quite an oversight.
Since the late ‘90’s the science of social networks has been an intense field of study. It has changed the way we combat terrorism, study ecologies, fight disease and even evaluate organizations, but has yet to carry over to ad agencies and marketing organizations. Here are three areas where insights from the scientific community can be directly applied.