Social Media Marketing

(^287) ■
THE S
OCIAL G
(^11) RAPH
The Social Graph
The social graph—nearly but not quite synony-
mous with “social network”—defines the way
in which participants on the Social Web are con-
nected and in the process suggests what they might
be collectively engaged in at any given moment.
The social graph—and your ability to traverse and
explore it—is the basis for many of the social appli-
cations that exist on the Social Web. This chapter
shows you why this is true and how to tap it.
Chapter Contents

What Is a Social Graph?

Social Graphs Spread Information...........................

Use the Social Graph in Business............................

Measure the Social Graph.................................