Date of Award
Master of Arts (MA)
By understanding the network structure of social media usage, an organization can gain valuable insight into how to best utilize social media to reach organizational goals. Therefore, the current study seeks to be the first to conduct a network analysis on social media usage. Using Marquette University's Twitter network as a case study, the researcher was able to collect appropriate network data through observation. By conducting a network analysis of this data, the researcher was able to draw conclusions of the current social structure of this network, the diffusion of innovations process within the network, and identify the power figures within the network. These conclusions suggest that the current network is in a transition period, going from a centralized network where the main Marquette account controls the network to a network where the power is shared between various accounts. Using this information, the researcher is able to make a practical level recommendation to Marquette University regarding social media usage. This recommendation is to enact policies that will change the formal network structure from the current organic structure to a multiple hub and spoke social structure. Further network studies should be done regarding social media to gain a further understanding of social networks.