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Workshop on Advanced Research Methods

Workshop on Advanced Research Methods
September 30, 2010

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Warm urbino pais Presentation Transcript

  • 1. Workshop on Advanced Research Methods September 30, 2010 The structure of social network sites: a comparison between Facebook and LinkedIn – preliminary results – Ivana Pais – University of Brescia (pais@jus.unibs.it) Riccardo De Vita – University of Greenwich Roberto Marmo – University of Pavia Teaching excellence for over a hundred years
  • 2. Agenda  Social network sites: does one structure fit all?  Empirical setting: the case of Milan In  Methodology: exploring the data  Preliminary findings: different levels of analysis  Discussion and conclusion: the next steps Teaching excellence for over a hundred years
  • 3. Theoretical background  ‘Appropriable social organisations’ vs intentional organizations (Coleman, 1990)  Technological development  online social capital  Social networks are embedded in the variety of communication artifacts available in the current technoscape (Licoppe, Smoreda 2005)  different forms of Social Network Sites : registration-based vs. connection based, social vs. professional, online vs. offline… (O’Murchu, Breslin, Decker, 2004; boyd, Ellison 2007) Teaching excellence for over a hundred years
  • 4. Research question  The majority of the studies focused on the understanding of the effects of social networks; while the factors that generate, sustain and reproduce them partly remain to be explored (Smith-Doerr & Powell, 2005).  Little is known about the specific structure of online social network services (Lewis et al. 2008) RQ: Are different social network sites associated with different network structures? Teaching excellence for over a hundred years
  • 5. Milan In  A non-profit association set up in 2005 to allow members of LinkedIn living in Milan to physically meet up with each other.  Comparative study: o same organization & same actors o Linkedin Group Vs Facebook Group 4311 505 1357 Teaching excellence for over a hundred years
  • 6. Method  Structural Variables: connection on Facebook and Linkedin groups  symmetric networks  Composition variable: gender, education, job title, number of connections,...  Exploratory analysis of several network properties at the global and local level  Software: UCINET 6 (Borgatti, Everett and Freeman, 2002) and helper applications Teaching excellence for over a hundred years
  • 7. Linkedin Group – Members since 2005
  • 8. …adding the members since 2006
  • 9. …adding the members since 2007
  • 10. …adding the members since 2008
  • 11. …adding the members since 2009
  • 12. Linkedin Group – Today
  • 13. Linkedin vs Facebook Group Man; Woman N Components Isolates Density Centralization Avg Degree 505 6 5 0.027** 83.4 % 13.5 505 35 33 0.019** 79.0 % 9.43 (+1 dyad)
  • 14. Multiplexity % of ties in the % of ties in the Linkedin Group Facebook Group 2.00% 2.86%
  • 15. Clique size Overall Clustering Coefficient Facebook Group 0.584 Linkedin Group 0.494
  • 16. Identifying relevant actors Degree Centrality Degree Centrality Top 5 actors in Linkedin Group Top 5 actors in Facebook Group ID Facebook Linkedin ID Facebook Linkedin 344 0 432 19 406 3 347 7 260 886 139 7 276 2 101 620 87 3 1031 5 91 696 75 2 16 25 90 497 74 40 5 Key Players KPP 2 – Using nodes Facebook Group Linkedin Group 714 344 19 16 394 321 482 1101 1236 530
  • 17. Discussion  Different network structures are associated with online groups built for the same purpose but on different platforms o Specialization and different behaviour  Implications for academic debate and for organization management  Need to take a process perspective in analyzing network evolution Teaching excellence for over a hundred years
  • 18. The next steps…  Data: o Relations  recommendations, physical interaction o Attribute data  questionnaire and deeper analysis o Homophily  Methodological approach: o Longitudinal analysis  Theoretical perspective: o Network structure and organizational development  Empirical setting: o Comparison with other online social networks Teaching excellence for over a hundred years