|Author(s): Luiz Sá Lucas, Leonardo Soares, Ricardo Lopes
Collection: Latin America 2010
Keywords: Data Mining, Web Scraping
ESOMAR Best Paper Award 2009/2010
|PDF version (download)|
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A method to optimally define hub consumers in a social network is addressed in this presentation. These are the leaders that will enable a company to effectively address marketing campaigns on a social network and those who will provide online ways to defend the company or the brand from attacks in the net. Traditional procedures, such as judicial measures, from the point-of-view of speed of action are useless to defend the brand and can even amplify the damage.