Analyzing the structure of social networks with the aim of promoting digital marketing and communication with customers

In order to know the effective and controlled nodes as well as the density of the two networks in order to influence the company and its control over the network and flow. Publishing information with the aim of promoting marketing and communication with customers. During a period of fourteen days, the information of the above networks, including tweets and the characteristics of related nodes, were extracted and refined online and directly using data mining software, and then three major indicators of social network analysis called special vector, betweenness centrality and density The networks were calculated and the results were analyzed and it was determined that the company's user account in the main network has the highest degree of control and influence But in the hashtag network, it is not among the effective nodes and has no control or influence on what is happening in the network. Also, the density of the main network is higher than the hashtag network, which indicates the higher speed of information flow in the main network. Despite the fact that the company's official user account is the most effective node in the main network, it does not use this influence effectively and efficiently for marketing activities. Also, there is no influence or control over the ongoing events in the hashtag network. In addition, the subsidiary accounts of the company as well as the cooperative sellers have a relatively influential role in the hashtag network.