Understanding Network Links in Twitter: A Mexican Case Study

Social media platforms have been widely spread across by politicians and public officials. Recent studies have focused on content analysis looking for sentiment analysis, other scholars' work has been oriented on the descriptive use and adoption of Online Social Media (OSM). Finally, the last trend has tried to understand content analysis by wording. There is a lack of research about network links, their quality and the users that are part of such network. The purpose of this research is to assess Twitter network links from a case study. We analyzed a sample of 1,592 tweets using the Netlytic Web tool to extract five different clusters and classified the links into four categories: supporters, citizens, journalists and government officials. This research presents two contributions: 1) the links analysis' perspective of social media; 2) the methodology to assess the impact of online social media and government promotion.