For the Gephi social network analysis, I have chosen to explore the facebook account of Topshop. Using the Gephi programme, I managed to create the analysis of the social network of Topshop’s Facebook page. As it can be seen in Figure 1, the company’s Facebook page like network consists of 78 nodes and 188 edges, making it the main point of all the nodes by being in the center. The color and size of the nodes are ranked based on central betweenness. The nodes that are darker, bigger and larger represent the ones that have the highest central betweenness. Figure 1 illustrates that the highest and prominent central betweenness belongs to Topshop’s principal Facebook page. This conveys that the business is in control of the network due to the passing of significant quantities of information through the nodes. Furthermore, this implies that Topshop is utilizing their high value of betweenness centrality in order to keep control of the networks by a large amount of influence. However, it could also imply that the organization has been unsuccessful when it comes to developing group interconnections. Besides Topshop’s node, Vogue and Teen Vogue are also nodes with high central betweenness, indicating that they have a remarkable amount of influence because they connect nodes within a wide range of groups. Moreover, the figure below shows that Topshop could profit from better connectivity from their network. This would allow them to further enlarge their network, grow their sales and raise brand recognition.
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