ComeUnity CAPACITY BUILDING

(perceived influence and goals of actors) is the * Net-map toolbox. One benefit of this
approach is that it allows researchers to collect qualitative data and ask clarifying
questions while the network data is collected.
Social Networking Potential
Social Networking Potential (SNP) is a numeric coefficient, derived
through algorithms to represent both the size of an individual's social network and their
ability to influence that network. SNP coefficients were first defined and used by Bob
Gerstley in 2002. A closely related term is Alpha User, defined as a person with a high
SNP.
SNP coefficients have two primary functions:
1. The classification of individuals based on their social networking potential, and
2. The weighting of respondents in quantitative marketing research studies.
By calculating the SNP of respondents and by targeting High SNP respondents,
the strength and relevance of quantitative marketing research used to drive viral
marketing strategies is enhanced.
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