Using Strongly connected components in social media
https://pdfs.semanticscholar.org/fd6e/5b06b689cc331974f92fe03bfeb47af53053.pdf
This articles defines different procedures on locating a strongly connected component in a social media network. While we moved to web pages to discuss something different from social networks, in social media the same linking mechanics can happen based on users following each other, which is a one way link that can be reciprocated to form a two way link. The question then comes up is how one could detect strongly connected components and what that could be useful for. The article itself details many algorithms on how to detect the components and then implements it on a clone of the social media site, Twitter. It discussed how the isolation of a strongly connected component can be used for a company to target an audience that already follows its page. It can target these uses and other users in the SCC (Strongly Connected Component) with community messages or some sort of advertising.
This is useful because if a users is in the SCC they may not necessarily follow the companies community page there is a path from them to the page so those users may be more likely to engage with the company over other users not in the SCC. This is the key potential in detecting SCCs: being able to identify a community in a social network and target it in order to increase engagement and the value of targeted engagement. Further discussed in the article above this allows for the cost of advertisement to lower by up to a factor of 10. This is extremely significant and can either drive lower costs in advertisements for companies or increase the profit margin for advertisement providers.