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Social Media

Client 360 / Customer 360 Customer Relationship Management Know Your Customer Relationships & Connections Social Media Interest Graph Social Graph
Client 360 / Customer 360 Customer Relationship Management Know Your Customer Relationships & Connections Social Media Interest Graph Social Graph
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Social media analysis leverages customer social networks and interests across multiple platforms to understand preferences, identify influencers, assess risk, and enable personalization. This use case addresses platform fragmentation, privacy restrictions, cross-platform identity resolution, network evolution, interest extraction, and real-time processing of high-volume social media data streams to extract actionable customer insights.

The Challenge

Organizations face significant challenges in leveraging social media data:

  • Platform fragmentation — Customers maintain different social networks across multiple platforms (LinkedIn, Twitter/X, Facebook, Instagram, TikTok)
  • Privacy restrictions — Platform APIs increasingly restrict access to social graph data
  • Scale and velocity — Billions of users creating and changing connections in real-time
  • Data quality — Distinguishing genuine social connections from automated bot networks
  • Cross-platform identity — Linking the same person's accounts across different platforms
  • Network evolution — Social connections constantly form and dissolve
  • Interest extraction — Identifying and tracking customer interests from social media content
  • Real-time processing — Processing high-volume, high-velocity social media data streams

Traditional analytics tools treat social media as isolated data sources, missing the interconnected nature of social networks and the insights that come from graph-based analysis.

Why EKG is Required

Enterprise Knowledge Graphs are ideally suited for social media analysis:

  • Native graph structure — Social networks are literally graphs; EKG provides natural representation
  • Multi-platform integration — Unify social connections across LinkedIn, Twitter, Facebook, and proprietary platforms
  • Identity resolution — Link the same individual across different social media accounts
  • Network analysis — Calculate centrality, influence, community structure using graph algorithms
  • Interest modeling — Model interests as graph relationships enabling interest-based recommendations
  • Real-time updates — Handle high-velocity social media data streams
  • Bot detection — Identify bot networks through graph pattern analysis
  • Influence mapping — Identify influencers and information flow through network analysis

Business Value

  • Customer insights — Understand customer preferences, interests, and behaviors from social media
  • Personalization — Enable personalized experiences based on social interests and connections
  • Influencer marketing — Identify and engage with influencers in customer networks
  • Risk assessment — Assess customer risk through social media analysis
  • Customer engagement — Improve customer engagement through social-media-driven insights
  • Marketing effectiveness — Improve marketing effectiveness through interest-based targeting
  • Network effects — Leverage social networks for customer acquisition and retention

Components