Chapter 12

Facebook: Public pages and inter-organizational networks


This chapter guides you through the collection, analysis and visualization networks of Facebook public pages. Social media researchers and practitioners often seek to evaluate organizational social media activity and suggest strategies for improvement. Facebook networks can also capture intra-organizational dynamics, for organizations that are large enough to have many public pages. An organization can benefit from a coherent and interconnected structure of its related Facebook pages, allowing Facebook users to easily navigate across a variety of brands, for instance, associated with a company. Furthermore, each Facebook page can become a gateway to different groups ...

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