Understanding Social Networks

Slide 1: Understanding social networks

Slide 2: Cennydd Bowles Senior Information Architect uSwitch.com

Slide 8: Introduction

Slide 9: Social Graph

Slide 15: Social networking sites

Slide 16: Social networking sites

Slide 17: Social networking sites People, not features

Slide 18: Nothing new People, not features

Slide 19: The role of social networks

Slide 20: Historically: Defined by circumstance

Slide 21: Now: Cultural product choice?

Slide 25: Cultural product choice Cultural signs

Slide 26: Cultural signs QuickTimeﾪ and a TIFF (LZW) decompressor are needed to see this picture. QuickTimeﾪ and a TIFF (LZW) decompressor are needed to see this picture.

Slide 32: Cultural signs = identity

Slide 33: Group association = identity QuickTimeﾪ and a QuickTimeﾪ and a TIFF (LZW) decompressor TIFF (LZW) decompressor are needed to see this picture. are needed to see this picture.

Slide 34: (Lack of identity = bad)

Slide 35: Strong ties Weak ties

Slide 36: Strong ties Weak ties

Slide 37: isFriend == 1;

Slide 38: Strong : Emotional Weak : Informational

Slide 39: Social networks = support

Slide 40: Roles within social networks

Slide 41: Theory doesn’t work

Slide 44: Measures

Slide 46: Degree centrality

Slide 47: Betweenness

Slide 48: Closeness

Slide 49: Periphery

Slide 50: Network centrality

Slide 51: Interaction in social networks

Slide 52: 1. Communication QuickTimeﾪ and a TIFF (LZW) decompressor are needed to see this picture. QuickTimeﾪ and a TIFF (LZW) decompressor are needed to see this picture.

Slide 53: 2. Identity QuickTimeﾪ and a TIFF (LZW) decompressor are needed to see this picture. QuickTimeﾪ and a TIFF (LZW) decompressor are needed to see this picture.

Slide 54: 3… Monkeys?

Slide 55: 3. Social grooming QuickTimeﾪ and a TIFF (LZW) decompressor are needed to see this picture. QuickTimeﾪ and a TIFF (LZW) decompressor are needed to see this picture.

Slide 56: “Ambient intimacy”

Slide 57: 20% communication 40% identity formation 40% social grooming

Slide 58: How this affects everyone

Slide 59: Cennydd Bowles Senior Information Architect uSwitch.com

Slide 60: The network is always there.

Slide 62: “Social Objects”

Slide 63: Communication Identity formation Social grooming

Slide 64: Consumer

Slide 65: Owner Owner Owner Owner Owner Owner Owner Owner Owner Owner

Slide 66: Thank you! www.cennydd.co.uk www.twitter.com/cennydd