A clustering technique to rise up the marketing tactics by looking out the key users taking Facebook as a case study
Karuna C. Gull, Akshata B. Angadi, C. G Seema, Suvarna G. Kanakaraddi · 2014
When we talk about running a lasting business that experiences drastic growth, a social media presence is critical. Having the knowledge of social media and its necessity, running a successful social media marketing campaign is totally a different idea. In fact, when it comes to establishing a social media presence that makes an impact, understanding the interest of all users & based on it publishing the required information as per their tastes is an important factor. For advertising campaigns and product development, discovering the appropriate target markets and audience is an important stage in the market research. This paper aims to focus on four important works i.e. Identifying the target users, Designing of market strategy/plan, Building the marketing network (groups) & Statistical analysis of categories. Influentiality of target user has been discussed with real time instances. Categories have been found based on their influence by using clustering technique. Lastly, ended with statistical analysis that includes graphical representation of highly influenced users. Further this paper helps to extract emotional feelings of the user so that any related articles, posts or videos can be posted to that user.