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Sharma : social networks

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SOCIAL SOCIAL NETWORKS NETWORKS Amit Sharma Amit Sharma INF -38FQ INF -38FQ School of Information School of Information University of Texas at Austin University of Texas at Austin
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Page 1: Sharma : social networks

SOCIAL SOCIAL NETWORKSNETWORKS

Amit SharmaAmit SharmaINF -38FQINF -38FQ

School of InformationSchool of InformationUniversity of Texas at Austin University of Texas at Austin

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IndexIndex

Introduction to Social NetworkIntroduction to Social Network

Social Network and KMSSocial Network and KMS

Social Network AnalysisSocial Network Analysis

Application of Social Network AnalysisApplication of Social Network Analysis

Technology – LinkedInTechnology – LinkedIn

Future of Social Networks.Future of Social Networks.

ReferencesReferences

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Everybody talks about Networks?Everybody talks about Networks?

Networked Economy

Immigrant Networks

National Innovation Networks

Networking

Entrepreneurial Networks

Ego Networks Regional

Networks

Infrastructure Networks

Social Networks

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Social NetworksSocial Networks

How do you explain to say somebody what How do you explain to say somebody what Social Network is? What Social Network Social Network is? What Social Network Analysis is?Analysis is?

Network Analysis is the keywordFor the 21st Century

Researchers , Politicians , People talk about Networks around you.

How do you explain what network is?

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What is a Network?What is a Network?

node

node

node node

node

node

node

node

node node

node

node

node

node

node

node

node

Web Definition : A set of nodes, points, or locations connected by means of data, voice, and video communications for the purpose of exchange.

Link

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Social NetworksSocial Networks

A social network is a description of the social structure between actors, mostly individuals or organizations. It indicates the ways in which they are connected through various social familiarities ranging from casual acquaintance to close familiar bonds.

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Social networks and KMSSocial networks and KMS

Why Social Networks Why Social Networks in KMS?in KMS?

People

TechnologyOrganizationProcesses

KM

Knowledge Management involves people, technology, and processes inOverlapping parts.

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Social Networks and KMSSocial Networks and KMS

Why are we studying Why are we studying Social Networks ?Social Networks ?

What ties Information Architecture,Knowledge Management and Social Network Analysis more closely together is the reciprocal relationship between people and content.

Information Architecture

KnowledgeManagement

Systems

Social Networks

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Social Network AnalysisSocial Network Analysis

Social network analysis [SNA] is the mapping and measuring of Social network analysis [SNA] is the mapping and measuring of relationships and flows between people, groups, organizations, relationships and flows between people, groups, organizations, computers or other information/knowledge processing entities.computers or other information/knowledge processing entities.

The nodes in the network are the people and groups while the The nodes in the network are the people and groups while the links show relationships or flows between the nodes. links show relationships or flows between the nodes.

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Social Network AnalysisSocial Network Analysis

We measure Social Network in terms of:We measure Social Network in terms of:

1. Degree Centrality: 1. Degree Centrality: The number of direct connections a node has. What really matters is where The number of direct connections a node has. What really matters is where

those connections lead to and how they connect the otherwise those connections lead to and how they connect the otherwise unconnected. unconnected.

2. Betweenness Centrality:2. Betweenness Centrality: A node with high betweenness has great influence over what flows in the A node with high betweenness has great influence over what flows in the

network indicating important links and single point of failure. network indicating important links and single point of failure.

3. Closeness Centrality:3. Closeness Centrality: The measure of closeness of a node which are close to everyone else. 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 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 the network more quickly than anyone else. They have the shortest paths to paths to all others. all others.

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Exercise on SNA: Kite NetworkExercise on SNA: Kite Network

By David Krackhardt

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Exercise on SNA: Kite NetworkExercise on SNA: Kite Network

Who is the Connecter or Hub in the Who is the Connecter or Hub in the Network?Network?

Who has control over what flows in the Who has control over what flows in the Network?Network?

Who has best visibility of what is Who has best visibility of what is happening in the Network?happening in the Network?

Who are peripheral players? Are they Who are peripheral players? Are they Important?Important?

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SNA and KMS: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.

From Secondary Reading - IBM Institute for Business Value Publication

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SNA and KMS (2)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.

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Application of SNA:Application of SNA:

Realizing 9/11 Realizing 9/11 Al- Qaeda NetworkAl- Qaeda Network..Build a grass roots political campaign. Build a grass roots political campaign. Determine influential journalists and analysts in Determine influential journalists and analysts in the IT industry. the IT industry. Map executive's personal network based on Map executive's personal network based on email flows. email flows. Discover the network of Innovators in a regional Discover the network of Innovators in a regional economy. economy. Analyze book selling patterns to position a new Analyze book selling patterns to position a new book and many more……book and many more……

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TechnologyTechnology

Various technologies that help in creating Various technologies that help in creating Social Networks are:Social Networks are:

1)1) EmailEmail

2)2) BlogsBlogs

3)3) Social Networking Software like Orkut, Social Networking Software like Orkut, LinkedIn etc.LinkedIn etc.

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Technology : LinkedInTechnology : LinkedIn

What is Your Network?What is Your Network? When your connections invite When your connections invite theirtheir connections, your Network connections, your Network

starts to grow.starts to grow. Your Network is your connections, their connections, and so on out Your Network is your connections, their connections, and so on out

from you at the center.from you at the center.

How do you classify users?How do you classify users? Your Network contains professionals out to “three degrees” — that Your Network contains professionals out to “three degrees” — that

is, friends-of-friends-of-friends. If each person had 10 connections is, friends-of-friends-of-friends. If each person had 10 connections (and some have many more) then your network would contain (and some have many more) then your network would contain 10,000 professionals.10,000 professionals.

How do you see who is in your Network?How do you see who is in your Network?

LinkedIn lets you see your network as one large group of LinkedIn lets you see your network as one large group of searchable professional profiles.searchable professional profiles.

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Technology: LinkedIn (1)Technology: LinkedIn (1)

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Technology: LinkedIn (2)Technology: LinkedIn (2)

How to find people you need ?

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Technology : LinkedIn (3)Technology : LinkedIn (3)

Finding Jobs

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Technology: LinkedIn (4)Technology: LinkedIn (4)ENDORSEMENTS: A New and Useful Feature

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Future of SNAFuture of SNA

SNA could help us in following ways in SNA could help us in following ways in future:future:

1) Reducing Complexity1) Reducing Complexity

2) Visualizing using Geographic 2) Visualizing using Geographic Information ModelingInformation Modeling

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Reducing ComplexityReducing Complexity

Organization on WebReduced Complexity throughSimulation Analysis and ComplexTheory for solving graphs

Our Social Networks can be understood at one glance

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Geographic InformationGeographic InformationModeling Modeling

Key Players

AB

CD

E

X

Y

Z

Q

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ReferencesReferences

““How to do Social Network Analysis?”-Retrieved from How to do Social Network Analysis?”-Retrieved from -http://www.orgnet.com/sna.html-http://www.orgnet.com/sna.html

Cross, R., Parker, A. and Borgatti, S. Cross, R., Parker, A. and Borgatti, S. A bird's eye view: Using Social Network Analysis to Improve KnowleA bird's eye view: Using Social Network Analysis to Improve Knowledge Creation and Sharingdge Creation and Sharing. IBM Institute for Business Value Publication. . IBM Institute for Business Value Publication.

J.C.Thomas, W.A Kellogg, T. Erickson, “The Knowledge J.C.Thomas, W.A Kellogg, T. Erickson, “The Knowledge Management Puzzle: Human and social factors in Knowledge Management Puzzle: Human and social factors in Knowledge Management”. IBM Systems Journal. Volume 40. Number 4.2001Management”. IBM Systems Journal. Volume 40. Number 4.2001

Wellman, B. (1996) Wellman, B. (1996) For a Social Network Analysis of Computer Networks: A SociologicaFor a Social Network Analysis of Computer Networks: A Sociological Perspective on Collaborative work and Virtual Community.l Perspective on Collaborative work and Virtual Community. Proceedings of SIGCPR/SIGMIS. Denver, CO. ACM Press. Proceedings of SIGCPR/SIGMIS. Denver, CO. ACM Press.

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Questions??Questions??


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