Collaborative Social Network Analysis and Content-based Approach to Improve the Marketing Strategy of SMEs in Indonesia

Abstract

Social Network Analysis (SNA) has been applied in several case studies. SNA is applied to enhance the company's marketing strategy as well as small and medium businesses. This research proposes a collaborative model using content-based and user-based approach, with the centrality measurement methods. Content-based approach tends to focus on tweet content analysis of the existing nodes in a network, while the user-based approach focuses on the connections between users in the network twitter. The model will combine the advantages of collaborative content-based and user-based approach, to find the most influential people in a twitter network to make the dissemination of information more effectively and efficiently.