28-07-2012, 03:00 PM
SOCIAL NETWORKS
social_networks.ppt (Size: 2.81 MB / Downloads: 43)
Social Network Analysis
Social network analysis [SNA] is the mapping and measuring of relationships and flows between people, groups, organizations, computers or other information/knowledge processing entities.
The nodes in the network are the people and groups while the links show relationships or flows between the nodes.
Social Network Analysis
We measure Social Network in terms of:
1. Degree Centrality:
The number of direct connections a node has. What really matters is where those connections lead to and how they connect the otherwise unconnected.
2. Betweenness Centrality:
A node with high betweenness has great influence over what flows in the network indicating important links and single point of failure.
3. Closeness Centrality:
The measure of closeness of a node which are close to everyone else.
The pattern of the direct and indirect ties allows the nodes any other node in the network more quickly than anyone else. They have the shortest paths to all others.
Exercise on SNA: Kite Network
Who is the Connecter or Hub in the Network?
Who has control over what flows in the Network?
Who has best visibility of what is happening in the Network?
Who are peripheral players? Are they Important?
SNA and KMS:
SNA helps in analyzing the following facts in a KMS:
Bottlenecks - Central nodes that provide the only connection between different parts of the network.
Number of links - Insufficient or excessive links between departments that must coordinate effectively.
Average distance - Degrees of separation connecting all pairs of nodes in the group.
SNA and KMS (2)
Short distances transmit information accurately and in a timely way, while long distances transmit slowly and can distort the information.
Isolation - People that are not integrated well into a group and therefore, represent both untapped skills and a high likelihood of turnover.
Highly expert people - Not being utilized appropriately.
Organizational subgroups or cliques - Can develop their own subcultures and negative attitudes toward other groups.
Application of SNA:
Realizing 9/11 Al- Qaeda Network.
Build a grass roots political campaign.
Determine influential journalists and analysts in the IT industry.
Map executive's personal network based on email flows.
Discover the network of Innovators in a regional economy.
Analyze book selling patterns to position a new book and many more……
Technology : LinkedIn
What is Your Network?
When your connections invite their connections, your Network starts to grow.
Your Network is your connections, their connections, and so on out from you at the center.
How do you classify users?
Your Network contains professionals out to “three degrees” — that is, friends-of-friends-of-friends. If each person had 10 connections (and some have many more) then your network would contain 10,000 professionals.
How do you see who is in your Network?
LinkedIn lets you see your network as one large group of searchable professional profiles.