Understanding social networks

Cennydd Bowles Senior Information Architect uSwitch.com

Introduction

Social Graph

Social networking sites

Social network ing sites

Social networking sites People, not features

Nothing new People, not features

The role of social networks

Historically: Defined by circumstance

Now: Cultural product choice?

Cultural product choice Cultural signs

Cultural signs

Cultural signs = identity

Group association = identity

(Lack of identity = bad)

Strong ties Weak ties

Strong ties Weak ties

isFriend == 1;

Strong : Emotional Weak : Informational

Social networks = support

Roles within social networks

Theory doesn’t work

Measures

Degree centrality

Betweenness

Closeness

Periphery

Network centrality

Interaction in social networks

1. Communication

2. Identity

3… Monkeys?

3. Social grooming

“ Ambient intimacy”

20% communication 40% identity formation 40% social grooming

How this affects everyone

Cennydd Bowles Senior Information Architect uSwitch.com

The network is always there.

“ Social Objects”

Communication Identity formation Social grooming

Consumer

Owner Owner Owner Owner Owner Owner Owner Owner Owner Owner

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