Social Network Analysis: Identification of Communication and Information Dissemination (Case Study of Holywings)

Abstract

Social media especially Twitter has been used by corporation or organization as an effective tool to interact and communicate with the consumers. Holywings is one of the popular restaurants in Indonesia that use social media as a tool to promote and disseminate information regarding their products and services. However, one of their promotional items has gone viral and invited public protests which turned into a trending topic on Twitter for a couple of weeks. Holywings allegedly improperly promoted their products by using the most honorable names, “Muhammad” and “Maria”. Social network analysis of Twitter data is conducted to identify and examine information circulating among the users, which leads to wider public attention and law enforcement. In this study, we focused on the conversation about Holywings on Twitter from 24 June to 31 July 2022. The analysis was carried out using Python to retrieve data and Gephi software to visualize the interactions and the intensity of the network group in viewing the spread of information. The findings reveal the centrality account that caused the news to go viral are the CNN Indonesia (@CNNIndonesia) news media account and Haris Pertama (@knpiharis), with a centrality of 0.161 and 0.282, respectively. There are also 121 groups involved in the conversation with modularity of 0.821.