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  3. The University Of Manchester (UOM)
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  5. Business Management
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  7. Social Media and Social Networks

Lecture notes

Social Advertising

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This document describes how social advertisements works and what is the logic behind it. It explains key phenomenon like Homophily, Small world Phenomenon and Exposure as well.

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  • April 29, 2016
  • 6
  • 2015/2016
  • Lecture notes
  • Unknown
  • Lecture 7

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Social Advertising


Clustering – It is about how people are connected in a group.
The most common example could be friends of friends could be
friends. These connections can be depicted in the form of
triangles.




The clustering coefficient, C (0 to 1, including both), is given by the
density of triangles in the network and the density of links that
exists between one’s friends. The closer C is to 1, the higher
number of groups it denotes. The chances of posts/images
becoming viral gets lower with the Coefficient getting higher as it
remains limited to groups, denoting a lower Reach. 0 denotes
every person has a unique friend.

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