Social media optimization: Identifying an optimal strategy for increasing network size on Facebook

This paper aims to create an expert system that yields an optimal strategy for increasing network size on Facebook. Data were obtained from 5488 Facebook users by means of a custom-built Facebook application. We computed a total of 426 variables. Using these data we estimated a predictive model of network size which is subsequently used in a prescriptive model. The former is estimated with Random Forest and the latter with a Genetic Algorithm....