ABSTRACT
This chapter discusses hyperlinks, which are the pathways of social media traffic. Hyperlinks are references to Web resources that users can access by clicking on them. From a Hyperlink Analytics point of view, there are three types of hyperlinks: In-links, out-links and co-links. Incoming hyperlinks are links directed towards a website originating from other websites. Hyperlink Analytics deal with extracting, analyzing, and interpreting hyperlinks. Hyperlink website analysis examines the in-links and out-links of a site or set of websites. Social media hyperlink analysis deals with the extraction and analysis of hyperlinks embedded within social media texts. VOSON is a Web-based tool for hyperlink network analysis. To construct and analyze hyperlink networks, VOSON relies on Web mining, data visualization, and traditional social science techniques, such as social network analysis. The node size will be bigger when a website has more in-links. Clicking on a specific node will display more details about the node.
