Editing Social network analysis (section)

===Social networking potential===
Social Networking Potential (SNP) is a numeric [[coefficient]], derived through [[algorithm]]s<ref>{{cite book |doi=10.1145/2024288.2024326 |chapter=Measuring influence on Twitter |title=Proceedings of the 11th International Conference on Knowledge Management and Knowledge Technologies - i-KNOW '11 |year=2011 |last1=Anger |first1=Isabel |last2=Kittl |first2=Christian |page=1 |isbn=9781450307321 |s2cid=30427 }}</ref><ref>{{cite journal |last1=Riquelme |first1=Fabián |last2=González-Cantergiani |first2=Pablo |title=Measuring user influence on Twitter: A survey |journal=Information Processing & Management |date=September 2016 |volume=52 |issue=5 |pages=949–975 |doi=10.1016/j.ipm.2016.04.003 |arxiv=1508.07951 |s2cid=16343144 }}</ref> to represent both the size of an individual's [[social network]] and their ability to influence that network. SNP coefficients were first defined and used by Bob Gerstley in 2002. A closely related term is [[Social marketing intelligence#Alpha users|Alpha User]], defined as a person with a high SNP.

SNP coefficients have two primary functions:
# The [[categorization|classification]] of individuals based on their social networking potential, and
# The weighting of [[wikt:respondent|respondents]] in quantitative [[marketing research]] studies.

By calculating the SNP of respondents and by [[Behavioral targeting|targeting]] High SNP respondents, the [[Persuasion|strength]] and [[relevance]] of quantitative marketing research used to drive [[viral marketing]] strategies is enhanced.

[[Variable (research)|Variables]] used to calculate an individual's SNP include but are not limited to: participation in Social Networking activities, group memberships, leadership roles, recognition, publication/editing/contributing to non-electronic media, publication/editing/contributing to electronic media (websites, blogs), and frequency of past distribution of information within their network. The acronym "SNP" and some of the first algorithms developed to quantify an individual's social networking potential were described in the white paper "Advertising Research is Changing" (Gerstley, 2003) See [[Viral Marketing]].<ref>{{cite book|last1=(Hrsg.)|first1=Sara Rosengren|title=The Changing Roles of Advertising|date=2013|publisher=Springer Fachmedien Wiesbaden GmbH|location=Wiesbaden|isbn=9783658023645|url=https://www.springer.com/us/book/9783658023645|access-date=22 October 2015}}{{page needed|date=November 2021}}</ref>

The first book<ref>Ahonen, T. T., Kasper, T., & Melkko, S. (2005). 3G marketing: communities and strategic partnerships. John Wiley & Sons.</ref> to discuss the commercial use of Alpha Users among mobile telecoms audiences was 3G Marketing by Ahonen, Kasper and Melkko in 2004. The first book to discuss Alpha Users more generally in the context of [[social marketing intelligence]] was Communities Dominate Brands by Ahonen & Moore in 2005. In 2012, Nicola Greco ([[University College London|UCL]]) presents at [[TEDx]] the Social Networking Potential as a parallelism to the [[potential energy]] that users generate and companies should use, stating that "SNP is the new asset that every company should aim to have".<ref>{{cite web|url=http://tedxtalks.ted.com/video/TEDxMilano-Nicola-Greco-on-math;search%3Atag%3A"technology"|title=Watch "TEDxMilano – Nicola Greco – on math and social network" Video at TEDxTalks|work=TEDxTalks}}</ref>