Decision Support for Digital Marketing Through Virtual Organizations - Influencers on Twitter

Social networks have become a great communication channel where users express their opinions and sentiments freely. Companies have seen in these platforms an unbeatable opportunity to launch their promotional and commercial messages. The biggest challenge they face is the management and analysis of the huge amounts of data published on them and the location of influential individuals who may be prescriptors of such messages. Virtual Organizations become an unbeatable solution for the collection, filtering and analysis of all this information. The present work makes a proposal for an architecture that allows the management of data on Twitter to help make business decisions in the field of digital marketing. The results show not only the suitability of the architecture but also interesting conclusions about the elements of a tweet that determine the social influence of the individual or organization that publishes them.