Abstract

The analysis of data from social media and the measurement of the influence of its users are topics of increasing importance from different points of view, including the academic and the economic. In this paper we propose a reflection towards the creation of comprehensive algorithms for the measurement of influence through the analysis of data generated in the interactions of social media users, as well as the detection of new business models on the Net. To do so, the paper reflects on the concept of influence in social media and the role of information and communication professionals in its measurement and analysis, describes several instruments used to measure influence, and presents the project SocialEngagement, a web platform for the analysis and detection of referents, opinion makers and trends.