Network Theory Final Draft
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  • 1. Network Theory and Its Implication in Organizations
    Kristen Baldauf
  • 2. Network Basics
    2 Parts of a Network:
    Nodes (People)
    Edges (Connections)
    To Study Network Theory:
    Unit of measurement is a dyad
    Variables are social relations , not personal attributes
  • 3. Network
    facebook connection data
    Facebook Wheel project website
    Kristen's Facebook wheel interactive display
  • 4. Facebook Network Example
  • 5. Types of Social Relations
    Similarities: hobbies, likes, dislikes, kin, role-based (i.e. boss)
    Interactions: asked advice, contacted by some form, influenced by, had sex with, shared information, etc.
  • 6. For Organizations
    How does the network help organizations?
    Proximity matters
    Different connections mean different things
    Strength of Weak Ties
  • 7. Key Concepts (Units of Analysis)
    Nodes: actors (different levels)
    Ties: relationships (complex)
  • Implication: Social Capital
    Resources accumulated by social networks
    Various implications:
    • individual: job hunting (strength of weak ties)
    • 14. organization: suppliers, customers, allies and competitors (ecology of your business )
    • 15. community: civil engagement (“Bowling Alone”)
  • Terms in Data Analysis: Centrality
    How well each node is connected to its network
    Degree centrality: count of the # of ties to other actors in the network
  • 16. Terms in Data Analysis: Clique
    Maximal complete sub-graph
    Every possible pair of points is directly connected by a line
  • 17. Terms in Data Analysis: Structural Equivalence
    Function: same
    the extent to which nodes have a common set of linkages to other nodes in the system
  • 18. Terms in Data Analysis: Structural Hole
    Broker between two nodes
    Introduce social capital
  • 19. Terms in Data Collection
    Ego Network
    Closed/Whole Network
  • 20. Software
    UCINET (free for 60 days)
  • 21. Books
    Scott, J. (2000). Social network analysis: A handbook (2nd edition). London: Sage Publications.
    Hanneman, R. A., & Riddle, M. (2005). Introduction to social network methods. Riverside, CA: University of California, Riverside (available at
  • 22. Journal Articles
    Shumate, M., Fulk, J., & Monge, P. (2005). Predictors of the HIV/AIDS INGO network over time. Human Communication Research, 31, 482-510.
    Uzzi, B. (1997). Social structure and competition in interfirm networks: The paradox of embeddedness. Administrative Science Quarterly, 42(1), 35-67.