SMA Viva Questions

1] What are some of the core characteristics of Social Media ?

● You can share content with anyone , anywhere and anytime on social media.
● Easy to find people / communities with similar interests around the world.
● It opens up new opportunities to access data and information through social
media.
● It helps masses and larger audiences to communicate and collaborate in real
time.

2] Types of Social Media :-

Internet Based :-
● Internet-based social media platforms are generally accessed through email ID’s.
● Facebook, LinkedIn , Twitter are examples on Internet-based social media.
● An Internet-based social media platform can also be accessed through any
device connected to the Internet.
Smartphone Based :-
● Smartphone-based social media platforms are built specially for smartphones;
and, users can only log in using mobile phone numbers.
● Whatsapp , SnapChat , Telegram are some of the examples of smartphone
based social media platforms.

3] Why there is a need for a Social Media Landscape.

Having a social media landscape , helps you connect with your customers , share your
contents and highlight your skills through different platforms of social media.
It is a social ecosystem where it provides services such as Publishing, Sharing ,
Collaborating , Messaging , etc.

4] Why there is a need for social media analytics :-

Social Media Analytics changes the way how brands and companies work towards
providing uttermost customer experience and achieving business objectives.
Here are some examples where there is a need for social media analytics.
1] Increase Customer Acquisition.
2] Protect Brand Reputation.
3] Maximize Product Launches
4] Boost Campaign Performance
5] Improve Crisis Management.
5] Purpose of Social Media Analytics :-
Social media analytics helps you keep tabs on the progress of your marketing strategy
as well as the welfare of your clients and competitors.
It also helps you to understand how the customers are feeling or saying about your
brand or company and identify trends.
Some more factors are :-
1] Improved content quality over social media.
2] Have a strong competitive edge among competitors.
3] Enhance market strategies
4] Better understanding of the client audience.

6] Challenges of Social Media :-

Volume and Velocity as a Challenge :-
The millions and millions of data that is being generated and speed at which the
information is transferred from one place to another place , pose a great challenge to
social media.
Luckily sophisticated tools are being developed to handle high-volume and high-velocity
data.
Diversity as A Challenge :-
Maintaining diverse , multilingual social media content is one of the big challenges.
Sometimes separating important data from noise is challenging and time consuming.
Unstructuredness as a challenge :-
Social media content which has been collected and shared by users is highly
unstructured and consists of text , graphics , actions , vidoes , images , etc.
Deriving useful and insightful information that will help businesses is considered a great
challenge.

7] Tell me some social media analytics tools that you know :-

Tweepsmap :- Tweepsmap is Twitter-based analytical tools that helps you to locate
your twitter followers based on country,state or city.
Google Trends :- Google Trends is considered as the search engine analytics tools.
It uses a massive amount of search engine data to analyze world interests and predict
trends.
Google Analytics :- It is a platform that collects data from your websites and apps to
create reports that provide insights into your business.
Flocker :- Flockler helps marketers like you to display Instagram images, Facebook
posts, Tweets, YouTube videos, etc to increase time spent on site and drive
conversions.
8] Social Media Analytics Cycle :-
1] Identification:-
● The identification stage is the art part of social media analytics and is concerned
with searching and identifying the right source of information for analytical
purposes.
2] Extraction :-
● Once a reliable and minable source of data is identified, next comes the science
of extraction.Some data, such as social networks and hyperlink networks, can
only be extracted through specialized tools.
3] Cleaning :-
● This step involves removing the unwanted data from the automatically extracted
data. Coding and filtering can be performed by machines (i.e., automated) or can
be performed manually by humans.
4] Analyzing :-
● At this stage the clean data is analyzed for business insights.
5] Visualization :-
● Effective visualization is particularly helpful with complex and huge data because
it can reveal hidden patterns, relationships, and trends.
6] Interpretation :-
● Interpreting and translating analytics results into a meaningful business problem
is the art part of social media analytics. Having domain knowledge and expertise
are crucial in consuming the obtained results correctly.

9] 7 Layers of Social Media Analytics :-

1] Text :-
● Social media text analytics deals with the extraction and analysis of business
insights from textual elements of social media content, such as comments,
tweets, blog posts, and Facebook status updates.
2] Networks :-
● Social media network analytics extract, analyze, and interpret personal and
professional social networks, for example, Facebook, Friendship
Network, and Twitter.
3] Actions :-
● Actions analytics are mostly used to measure popularity, influence, and
prediction in social media.
4] Mobile :-
● Mobile analytics is the next frontier in the social business landscape.
 ● Mobile analytics deals with measuring and optimizing user engagement with
mobile applications (or apps for short).
5] HyperLinks
● Hyperlink analytics is about extracting, analyzing, and interpreting social media
hyperlinks (e.g.in-links and out-links).
6] Location
● Location analytics, also known as spatial analysis or geospatial analytics, is
concerned with mining and mapping the locations of social media users,
contents, and data.
7] Search Engines
● Search engines analytics focuses on analyzing historical search data for gaining
a valuable insight into a range of areas, including trends analysis, keyword
monitoring, etc.

10] What is Location Analytics :-

● Location analytics, also known as spatial analysis or geo-analytics, involves
mapping, visualizing, and mining the location of people, data, and other
resources.
● Location analytics can be used in various sectors and can be instrumental in
understanding cities and human behaviors in space and time.
● An example of location analytics is the use of geo-located Twitter data to study
New York City’s "heartbeat" dataset of a city and map its dynamics.

11] What are the sources of location data ?

There are four main sources of location data , they include
● Postal Address :- Most business analytics rely on address information of their
customers , including city names , locality names , etc.
● Latitude and Longitude :- They are used to find exact locations on Earth.
● GPS Based :- GPS is a satellite based navigation system that can be used to
find the exact location of people and resources.
● IP - Based :- Public IP can be used to determine the location of Internet users. A
public IP is an exclusive numerical address assigned to a device connected to
the internet.

12] Categories of Location Analytics :-

a] Business Data Driven Location Analytics :-
It deals with mapping , visualizing and mining location data to reveal patterns , trends
and relationships hidden in tabular business data.
Applications :-
Customer Segmentation
Customers can be segmented depending on their geographic location using social
media location data. For example, Tweepsmap (https://tweepsmap.com) can help you
locate your Twitter followers by country, state, or city.
Powerful Intelligence
Simple maps have been widely used; however, they are restricted in their ability to
provide useful information. Clustering, data aggregation, and color-coded mapping are
some of the mapping techniques used to provide valuable business intelligence.
Geo-Enrichment
Customer data, such as demographics, consumer spending, lifestyle, and locations, can
be augmented with simple data maps, providing more insights for business. For
example, where do loyal customers spend the majority of their time
Collaboration and Sharing
Maps are easy to understand and use; they can also be a great tool for communication
and collaboration. Business data can be mapped using location analytics for
cross-organization collaboration.
Recommendation Purposes
As people approach specified areas, businesses can gather location data to offer
products, services, and events to potential clients in real time. Tinder, for example,
suggests potential social relationships based on a user's location, while Yelp likewise
offers location and venue recommendations to its customers.

b] Social Media Data Driven Analytics :-

Social Media Data Driven Analytics relies on social media location data to mine and
map location of social media users , content and data.
Applications :-
Customer Segmentation :-
Social media location data can be used to segment customers based on their
geographic location. Tweepsmap for example , can be used to geo-locate your twitter
followers by country,state or city.
Advertisement :-
Location-based advertisement allows target marketing and promotion campaigns mostly
delivered through mobile devices to reach specific target audiences.
Location-based advertising is closely related to mobile advertising , which is divided into
four types : Messaging , Display , Search , Product Placement.
Information Request- Based on their current location, customers can request a
product, service, or resource (e.g., the nearest coffee shop, restaurant, or parking lot).
Alerts - Location data can be used to send and receive alerts and notifications, such as
sales and promotion alerts , speed limit warnings, etc.
Search and Rescue - Location data is vital in search and rescue operations e.g.
disaster management.
Navigation - Mobile and GPS-based navigation services and apps can help users find
addresses or desired locations. Google maps is one example of a GPS navigation app
for android devices.
13] Difference between Local and Global Search Engine :

Local Search Engines Global Search Engines

A search engine is local in the sense that Global search engines are used to search
it is embedded within a website and only the content on the web. Google and Bing
indexes and searches the content of the are examples of the global search engine.
website.

Amazon’s CloudSearch or any other It can also be embedded within your

search engine embedded within a website website to help users find information on
is an example of a local search engine. your website.

13] Some Location Analytics Tools :-

Tweepsmap :- Tweepsmap is Twitter-based analytical tools that helps you to locate
your twitter followers based on country,state or city.
Google Fusion Table :- Google Fusion Table is a web service to geo-tag , store , share
, query and visual tabular business data overlaid on Google Maps.
Agos :- It helps communities deal with climate change adaptation and reducing risk.
FollowerRank :- This tool helps you perform basic Twitter analytics , such as who are
your followers ? Where are they located ? When do they tweet ?

14] Search Engine Analytics Tools :-

Google Trends :- Google Trends is considered as the search engine analytics tools.
It uses a massive amount of search engine data to analyze world interests and predict
trends.
IceRocket :- It was an Internet search engine which specialized in real-time search.
It was launched in Dallas Texas in 2004.

15] Types of Search Engines :-

CRAWLER-BASED
As the name suggests, crawler-based search engines create their databases or
lists automatically, without any human intervention.
Examples of crawler-based search engines are Google.com and Bing.com.
Crawler-based search engines are widely used to find and access content over the
Internet. They operate in three steps:
1) web crawling, 2) indexing, and 3) searching.
● Web crawling—Search engines start by collecting and storing information about web
pages. This mechanism is termed web crawling.
● Indexing—Indexing helps classify a website correctly for searching purposes. The
data crawled or extracted is then indexed and stored in a database for quick access.
Searching—Searching is the final step in search engine operations. When a user
requests specific information by entering keywords in a search engine, the search
engine queries the index and provides a list of the most relevant web pages by
matching it with the indexed keywords.
DIRECTORIES :-
The listings in directories are manually compiled and created by human editors.
People who want to be listed in a directory submit an address, title, and brief description
of their website, which is then reviewed by the editor and included in it.
Some good examples of human-created directories are Yahoo Directory, Open
Directory, and LookSmart.
METASEARCH ENGINES :-
● Metasearch engines compile and display results from other search engines.
● When a user enters a query, the metasearch engine submits the query to several
individual search engines, and results returned from all the search engines are
integrated, ranked, and displayed to the user.
● Examples of meta–search engines include Metacrawler, Mamma, and Dogpile.

16] Explain the two main categories of search engine analytics.

The two main categories of search engine analytics :-
1] Search Engine Optimization
2] Search Engine Trend Analysis.

Search Engine Optimization :-

● Search engine optimization (SEO) are the techniques used to improve a
website’s ranking in a search engine result page.
● A SERP is the list of the results returned by a search engine in response to a
user’s query. SERPs generally have two types of results: organic and non
organic search results.
● Organic results appear mainly because of their relevance to the user’s query.
● Non Organic search results include paid advertisements.
● Social media marketers strive to develop search engine strategies to make
their websites appear at the top of search results.
● However, the most important factor that determines SERP ranking is the
PageRank. PageRank is a mechanism (or an algorithm, to be more precise)
used by Google search engines to rank websites’ SERPs.
● Google’s PageRank algorithm predominantly relies on the quality of incoming
hyperlinks (or in-links) to rank websites.
Search Engine Trend Analytics :-
● Search engine trends analytics deals with analyzing and understanding the
keywords people use in a search engine.
● Search engine data are gateways into the minds of customers.
● Search trend analysis can provide value information to the social marketers.
 ● Google Trends is one of the most convenient and comprehensive search engine
trend analysis tools.
● Google trends use massive amounts of search engine data to analyze the
world’s interests and predict trends.

17] How does social media affect the public sector ??

Social media has changed the way the information is distributed to the public and
shaped the way the public sector engaged with the public.
It helps build public trust and it has been considered as cost effective.
It helps public sector to achieve the following objectives :-
● Build Public Trust
● Being Cost-Effective for the Government.
● Track Feedback across multiple social media channels.
● Analyze data to understand citizens' needs / expectations.

18] What are the advantages of analyzing individual users ?

● Creates social media strategy development
● Better SEO strategies
● Brand image management

19] What is the business use of social media?

● Maintaining and optimizing brand / company profiles.
● Get Public Attention and Build Awareness
● Show Authenticity
● Communicate Authority
● Encouraging Customer Engagement.

20] How to measure success over social media ?

There are three major metrics in which we can measure success of social media
1] Setting and understanding your social media goals.
2] Choosing the right social media tools.
3] Determine what KPI’s (Key Performance Indicators) you will measure.

21] What is Privacy Policy ?

A privacy policy is a document that explains how an organization handles any customer
, client or employee information gathered in its operation.
Most websites make their privacy policies available to users .
Understanding what rights a social media site claims to personal information and
content that users create should be an important factor in deciding what information to
share.
A privacy policy is like a set of rules that a company makes to protect your personal
information.
A privacy policy is a statement that explains how a company will collect, use, and
protect your personal information when you use their products or services.

22] What is Social Sharing ?

Social information sharing refers to the exchange of information, ideas, and content
among individuals within a social network or community.
It can take place through various channels, such as online social media platforms,
messaging apps, forums, or in-person conversations.

23] What is Social Filtering ?

Social information filtering is a process for organizing and filtering information based on
social connections and relationships.
It can involve the use of algorithms and/or human judgment to identify relevant
information.
It is used in a variety of contexts, including online social networks, news aggregators,
and recommendation systems.

24] What are the steps in Formulating a Social Media Strategy?

● Choose goals that align to business objectives
● Learn everything you can about your audience
● Get to know your competition
● Do a social media audit
● Set up accounts and improve profiles
● Find inspiration
● Create a social media content calendar
● Create compelling content
● Track performance and make adjustments

25] Difference between traditional and automated / social recommendation systems.

Automated / Social Recommendation Traditional Recommender System
System

1] An automated recommendation system 1] Traditional recommendation systems

is a technology that uses algorithms to rely on human judgment and expertise to
suggest content , products or other items recommend items to users.
to users based on their interests and past
behaviors.
2] It can be used in a variety of contexts 2] These systems can be used in a
such as online retail , social media , etc. variety of contexts, such as bookstores,
libraries, and music stores.

3] They rely on data about the user , such 3] They may rely on personal
as their past actions , preferences and recommendations from friends or trusted
demographic information. sources, or on reviews and ratings
provided by other users.

4] They can also raise concerns about 4] They can also be more flexible and
privacy and the potential for manipulation adaptable to the needs and preferences
or bias in the recommendations. of individual users

26] What are some common social media risk-mitigation strategies ??

● Using strong passwords and two-factor authentication to protect your accounts
from being hacked.
● Being cautious about what you share online, avoiding sharing personal
information like your home address or phone number.
● Checking and adjusting your privacy settings to control who can see your posts
and information.
● Reporting any inappropriate or harmful content or behavior to the social media
platform.

27] What are Measure of Success for a Company’s Social Media Campaign :
● Counts: This includes the number of fans, followers, or friends, as well as the
number of views, likes, or similar indications of favorable opinions on the
company's social media content.
● Social sharing: This includes the number of times the company's content is
shared, mentioned, or retweeted on social media platforms.
● Interaction: This includes the number of customers with whom the company has
engaged, the number of conversations, and the length and resolution of those
conversations.
● Referral rates: This is the amount of traffic driven to the company's website from
its social media presence, as measured through click-throughs or website
analytics.

28] Understanding Social Media and Business Alignment

● Marketing and advertising: Businesses can use social media to reach potential
customers and promote their products or services.
● Customer service: Businesses can use social media to provide customer
support and answer questions or resolve issues.
 ● Public relations: Businesses can use social media to manage their reputation
and communicate with the public.
● Market research: Businesses can use social media to gather insights about their
customers, competitors, and industry trends.

29] What is Social Media KPI :-

Social media KPIs (Key Performance Indicators) are metrics used to measure the
effectiveness and success of social media marketing campaigns.
They help businesses and marketers to track their progress towards achieving their
social media marketing goals.
Some common social media KPIs include:
Engagement rate: This measures how much your audience interacts with your content,
such as likes, comments, shares, and clicks.
Reach: This measures the number of people who have seen your social media content.
Conversion rate: This measures the percentage of people who take a desired action,
such as making a purchase or filling out a form, after seeing your social media content.
Follower growth: This measures how quickly your social media following is growing
over time.

30] What are the common popular hyperlink analytics tools ?

VOSON :- VOSON is a hyperlink tool for constructing and analyzing hyperlink networks.
Webometric Analyst :- Webometric Analyst is a web impact analysis tool and can
conduct a variety of analysis on social media platforms.
Open Site Explorer :- Open Site Explorer is a link analysis tool to research and
compare competitor backlinks , identify top pages , etc.

31] Types of Hyperlinks Analytics :-

A] Hyperlink Environment Analysis :-
Hyperlink environment analysis deals with a particular website or set of websites.
Hyperlinks of a website are extracted and analyzed to identify the sources of Internet
Traffic.
Types of HyperLinks :-
● In-Links
○ In-links are the incoming hyperlinks or links directed toward a website or
originated in other websites
 ○
○ For example, consider the above image page A is receiving two in-links
coming from pages B and C.
○ In-links are of great interest to social markers, because they bring traffic to
a particular website.
● Out-Links
○ Out-links are hyperlinks generated out of a website.

○
○ As shown, page A is sending two out-links: one to page B and one to page
C.
● CO-LINKS
○ Co-links have two dimensions.
○ First, if two websites receive a link from a third website, they are
considered to be connected indirectly. For example, page A links to both
pages B and C, therefore B and C are considered to be co-linking, or
connected indirectly

○
○ Co-links have been used to compare and map competitive similarity
among companies.
B] Link Impact Analysis :-
● Link impact analysis investigates the web impact of a website address (or URL)
in terms of citations or mentions it receives over the web.
● Thus, measuring the web impact of URLs may provide an idea about the
importance of a website.
C] Social Media HyperLink Analysis :-
● Social Media HyperLink Analysis deals with extraction and analysis of hyperlinks
embedded within social media texts.
● It can be extracted and studied to identify the sources and destination of social
media traffic.

32] Name some Action Analytics Tools :-

Google Analytics :- Google Analytics is an analytical tool offered by Google to track
and analyze website traffic.
Kred :- This tool measures the influence of Twitter Account.
Hashtagify :- This tool measures the influence of hashtags.
Lithium :- Lithium is a social management tool that provides a variety of products and
services , including social media analytics,crowd-sourcing and social media marketing.

33] Name common social media actions :-

1] Like :-
● Users express their feelings as liking people , places or contents , thoughts ,
products , etc, with the help of the “Like” button.
2] Dislike :-
● Users express their feelings as not liking people , places or contents , thoughts ,
products , etc, with the help of the “DisLike” button.
3] Share :-
● When social media users want to distribute the content to other users , the
feature is used as a share or a share button.
4] Tagging :-
● For identification , classification and search purposes tagging is used.
5] Mentions :-
● Occurrence of the name of person, thing or place is defined.

34] What is action analytics ?

Extracting , analysis and insight interpretation which are involved in actions
accomplished by social media users done with social media action analytics.
Action analytics can be used to calculate the popularity and influence of a product ,
service or idea over social media.
35] Name some Text Analytics Tools
Discovertext :- Discovertext is a powerful platform for collecting , cleaning and
analyzing text and social media data streams.
Voyant :- Voyant is a web based text reading and analysis. With Voyant , a body of text
can be read from a file or directly exported from a website.
Twitonomy :- Twitonomy is a Twitter Based Analytics tool for getting detailed and visual
analytics on tweets , retweets, replies,comments ,mentions,etc.

36] Steps in Text Analytics

Identification and Searching :- Source of the text which needs to be analyzed is
identified first.
Text Parsing and Filtering :- The next step is to parse , clean and filter the text and
create the dictionary of words.
Text transformations :- When the text is transformed into the computer readable
format , analytical algorithms can be applied.
Text Mining :- Required business insights are actually extracted at this stage.

37] What is purpose of the text analytics :-

The purpose of the social media text analytics :-
1] Sentiment Analysis :- Using sentiment analysis , you may be able to extract the
wordings of the comments and determine if they are positive , negative or neutral.
2] Intention Mining :- Intent Mining can be used to find new customers who are
actually willing to buy the product as well as for providing service to existing customers.
3] Trends Mining :- Future events are predicted with the help of historical data which is
huge in shape and real-time social media data.
4] Concept Mining :- Extracting ideas and concepts from documents is done with
concept mining.

38] Types of Social Media Text :-

Dynamic Text :-
● Dynamic text is a real-time social media user-generated text or statement to
express an opinion about content or information posted over social media.
● Dynamic text is mostly posed by social media users in response to social,
political, economic, personal, cultural, or business issues to express their views
and feelings related to it.
● Dynamic text is usually smaller in length (e.g., a couple of sentences), diverse in
nature, and is updated or deleted more frequently.
Static Text:-
● Static social media text is usually large in length (e.g., several paragraphs) and is
generated, updated, or deleted less frequently.
 ● Examples of static text include wiki content, a blog page, Word documents,email
, etc.
● The purpose of static social media text is to inform, educate, and elaborate.

39] What is social media network analytics :-

● Networks are building blocks of social media and can carry useful business
insights.
● Social media network analytics deals with constructing , analyzing and
understanding social media networks.
● It is a science of studying and understanding social networks and social
networking.

40] What are common social media network types :-

Friendship Network
● The most common type of social media networks are the friendship networks,
such as Facebook, Google+, and Cyword.
● Friendship networks let people maintain social ties and share content with people
they are closely associated with, such as family and friends.
Fan Network
● A fan network is formed by social media fans or supporters of someone or
something, such as a product, service, person, brand, business, or other entity.
Group Network
● Group networks are formed by people who share common interests and
agendas.
● Most social media platforms allow the creation of groups where members can
post, comment, and manage in-group activities.
● Examples of social media groups are Twitter professional groups, Yahoo Groups,
and Facebook groups.
Professional Networks
● LinkedIn is a good example of professional networks where people manage their
professional identity by creating a profile that lists their achievements, education,
work history, and interests.
Content Networks
● Content networks are formed by the content posted by social media users.
A network among YouTube videos is an example of a content network.

41] Name some network analytics tools :-

Flocker :- Flocker is a Twitter real-time retweets and mentions networks analytics tool.
NodeXL :- NodeXL is a free tool for social network analysis and visualization. It can
help you construct and analyze Facebook networks , Youtube networks , etc.
Reach :- Reach is an online platform to map hashing networks and identify the most
influential accounts in the Twitter conversation.

42] Types of Networks :-

a] Based on existence :-
● Implicit Networks
○ Implicit networks do not exist by default (or are hidden) and need to be
intentionally constructed with the help of dedicated tools and techniques.
○ Constructing and studying implicit networks can provide valuable
information and insights.
● Explicit Networks
○ Explicit social media networks exist by default; in other words, they are
explicitly designed for social media users to be part of.
○ Most social media networks are explicit in nature.
○ Examples of explicit social media networks include Facebook friendship
network, Twitter follow-following networks, LinkedIn professional
networks,etc
b] Based on the direction :-
● Directed Network :- A network with directed links among nodes is called a
directed network.
● Undirected Network :- In undirected networks , the link connected between two
nodes does not have any direction.
c] Based on mode :-
● One mode networks :- A one mode network is formed among a single set of
nodes of the same nature.
● Two mode networks :- Two mode networks are networks with two sets of nodes
for different classes.
● Multimode network :- A multimode network is also possible where multiple
heterogeneous nodes are connected together,
d] Based on weights :-
● Weighted Networks :- In weighted networks , the links connected to the nodes
carry certain weights which determines the strength of association among the
nodes.
● Unweighted Networks :- In unweighted networks , links connected among
nodes do not contain weights.
42] Explain the Granovetter’s four principles of measuring tie strength.
● Time can include the amount of time people spend with each other, the duration
of their relationship (i.e., how long they have known each other), and how
frequently they see one another.
● Emotional intensity is indicated by the closeness of a relationship; close friends
or family members are likely to be strong ties, while more casual friends and
acquaintances would be weaker ties.
● Intimacy, or mutual confiding, relates to people sharing secrets or intimate
personal details with one another.
● Reciprocal Services are favors that people do for one another. They may
be personal (e.g., pet sitting or picking up someone’s dry cleaning), financial
(e.g., loaning money), professional (e.g., putting people in contact with one
another), or otherwise.

43] Name important node level properties.

Degree Centrality :- Degree Centrality of a node in the network measures the number
of links a node has to other nodes.
The higher the degree , the more the central node is.
EigenVector Centrality :- Eigenvector centrality measures the importance of a node
based on connections with other important nodes in a network .
It is sometimes used to determine the node’s influence in the network.
Betweenness Centrality :-
● Betweenness centrality measures how important a node is to the shortest paths
through the network.
● To compute betweenness for a node N , we select a pair of nodes and find all
the shortest paths between those nodes.
● Then we compute the fraction of those shortest paths that include node N.
● If there were five shortest paths between a pair of nodes, and three of
them went through node N, then the fraction would be 3 / 5 = 0.6.
● It is related to the centrality(or position) of a node in a network.
Structural Holes :-
● In a social media network, some users, because of their network position,
may have an advantage or disadvantage in terms of opportunities to form
and propagate information.
● New ideas and information mostly come from structural holes.

44] Name some network level terminologies :-

Cluster Coefficient :-
The clustering coefficient of a network is the degree to which nodes in a network
cluster or group together.
Density :-
 ● The density of a network deals with a number of links in a network.
● Density can be calculated as the number of links present in a network
divided by the number of all possible links between pairs of nodes in a
network
● For an undirected network, the number of all possible links can be
calculated as n (n – 1)/2); where n is the number of nodes in a network.
● A fully connected network, in which each node is connected to every other
node, will have a density of 1.
Diameter :-
Diameter of a network is the largest of all the calculated shortest path between
any pair of nodes in a network
Average Degree :-
The average degree centrality measures the average number of links among
nodes in a network.

45] What is connectivity :-

Connectivity, also known as cohesion , measures how the edges are distributed.
Connectivity is a count of the minimum number of nodes that would have to be
removed before the graph becomes disconnected.
46] What is a bridge :-
● A bridge is an edge that connects two or more connected components in the
network. Formally, a bridge is an edge that, if removed, will increase the number
of connected components in a graph.