The use of web analytics and data treatment on digital contents shared by users and organizations are data. Information extracted through data mining is stored and analysed to establish actions and social influencers, relationships between actors and organizations. Then, it is possible to visualize that data as networks and nodes, which allow to analyse the complexity of the relationships between social actors and identify their actions, strategies and innovations oriented towards the promotion and offer in social networks. This can guide the design of marketing strategies. The chapter exposes the methodological procedures to explain a form of analysis centered on Graph based representation of texts in which the content shared on social media sites provides the transcript. Some research exercises are shown and explained with large volumes of content converted into data and analysed in community graphs. Also, some of the clusters to explain one of the ways in which the content shared by users of social networking sites is analysed from the perspective of the complex social network analysis.