  In the context of modern marketing, Twitter is considered a communication
platform to spread information. Many companies create and acquire several
Twitter accounts to support and perform varieties of marketing mix activities.
Initially, each accounts used to capture a specific market profile. Together,
the accounts create a network of information that provide consumer to the
information they need depends on their contextual utilization. From many
accounts available, we have the fundamental question on how to measure the
influence of each account in the market based not only on their relations but
also on the effects of their postings. The magnitude of Influence (MOI) metric
is adapted together with Influence Rank (IR) measurement of accounts in their
social network neighborhood. We use social network analysis approach to analyze
65 accounts in the social network of an Indonesian mobile phone network
operator, Telkomsel which involved in marketing communications mix activities
through series of related tweets. Using social network provide the idea of the
activity in building and maintaining relationships with the target audience.
This paper shows the results of the most potential accounts based on the
network structure and engagement. Based on this research, the more number of
followers one account has, the more responsibility it has to generate the
interaction from their followers in order to achieve the expected
effectiveness. The focus of this paper is to determine the most potential
accounts in the application of marketing communications mix in Twitter.
