Exploring the potential of social media in urban analysis

The mobility of people in the city forms various patterns that change over time according to the needs of the inhabitants. The question is how the relationship and mutual influence between social media and urban development are based on the urban variable model, according to the needs of urban residents. The study aims to determine the relationship between social media and the intensity of its influence as a neglected element in urban planning. In this study, geolocated data from the Tehran-based social media platform “Nazdika” were collected and analyzed to understand how digital activities intersect with urban mobility and inform spatial development. Employing a 10 × 10 analysis method, the urban area was divided into 10 significant regions based on historical, functional, and socio-cultural centrality, allowing for systematic cross-sectional assessment. Data processing combined the use of geographic information system mapping and qualitative content analysis to identify patterns of human movement, concentrations of digital interactions, and their influence on physical urban space. The results show that the primary core of the city is the first and most attractive place in the city to attract audiences on social media, and it is an axis of the city’s development from virtual to real space. The methodological focus on a single local platform is discussed as both a limitation and an opportunity for in-depth, context-specific insight.