Social Network Analysis•   ‘Asocial network is defined as a group of collaborating or competing    entities (actors) that ...
Network Diagram of Facebook                             Contacts    6                    MARINA ABDUL GHANI1       5    7 ...
Relationship between people (nodes)a) Node 7 (account holder) is generally the active player in the   network and has the ...
d) Node 4 and 5 have the highest closeness centrality because they   have quick access to other entities in this network.e...
Who Knows Who• The role of degree centrality enables the account holder to  communicate with each node in the network. The...
Values of Social Networking Sites•   Trust in social networking sites•   Development of new relations•   Internet privacy ...
Benefits• Bridging online and offline social networks. Ellison, Steinfield, and  Lampe (2007) cited in Donelan, Kear & Ram...
Limitations• This network analysis only focus on selected number of people and  can only analyse the role and communicatio...
ConclusionSocial network analysis is based on an assumption of theimportance of relationships among interacting units. By ...
Bibliography• JIMOYIANNIS, A. & ANGELAINA, S. (2012) Towards an analysis framework  for investigating students engagement ...
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Sna powerpoint

  1. 1. Social Network Analysis• ‘Asocial network is defined as a group of collaborating or competing entities (actors) that are related to each other. Social Network Analysis is an effective tool for investigating relations in an active community of persons, which operates as a network.’ Jimoyiannis & Angelaina (2012).• Social networking analysis provides a set of procedures and formulas that measure and give insight into the various roles, groupings and power structures within a given network.• Facebook is one of the major networking sites. I have chose to focus on my own Facebook account and identified 10 nodes (people). (refer: network diagram) 1
  2. 2. Network Diagram of Facebook Contacts 6 MARINA ABDUL GHANI1 5 7 8 9 102 4 3 FACEBOOK Account Holder Account Holder’s Family Account Holder’s Friends Account Holder’s Colleagues 2
  3. 3. Relationship between people (nodes)a) Node 7 (account holder) is generally the active player in the network and has the highest degree of centrality as the node is connected to all other nodes. Node 7 is also the connector or hub of the network. I have identified nodes 1, 6 and 5 as a ‘clique’ as they know each other.b) Family member (node 5) and friends (node 4 and 8) can also be categorised as a clique.c) Node 1 and 6 are structurally equivalent and 10 is the most peripheral as it has the least connections. 3
  4. 4. d) Node 4 and 5 have the highest closeness centrality because they have quick access to other entities in this network.e) Node 8 has the highest betweenness centrality due to its position within the network in terms of its ability to make connections to other groups in the network. 4
  5. 5. Who Knows Who• The role of degree centrality enables the account holder to communicate with each node in the network. The account holder’s connection with Family members, friends and colleagues hold them as one unit.• Based on the diagram, Friend 4 could be a close friend and connected with 3 and 8 and knows family members 2 and 5.• Similarly, family member 5 has an important role in this network. It is identified that 5 is a friend of 4 and 8. 5
  6. 6. Values of Social Networking Sites• Trust in social networking sites• Development of new relations• Internet privacy concerns• Information sharing• Trust in other members of social networking site 6
  7. 7. Benefits• Bridging online and offline social networks. Ellison, Steinfield, and Lampe (2007) cited in Donelan, Kear & Ramage (2009) suggest that Facebook is used to maintain exiting offline relationships or solidify offline connections, as opposed to meeting new people.• By using social network analysis, we can get more information about who are the leaders, connectors, lurkers or isolates.• Link between a pair of nodes represent the type of interaction, and the amount of information exchanged between them.• The number of people in each clique determines if the scope of communication among participants is wide. 7
  8. 8. Limitations• This network analysis only focus on selected number of people and can only analyse the role and communication activities between the 10 nodes.• The network diagram does not reflect the account holder’s ‘true’ nature of relationship and the role within the network. The account holder may have the highest degree of centrality but is not necessary the most connected entity in the network.• The boundaries between ‘nodes’ are inevitable and the amount of interaction and communication between them can only be measured based on activities such as chats, message postings and photo sharing. 8
  9. 9. ConclusionSocial network analysis is based on an assumption of theimportance of relationships among interacting units. By usingsocial network analysis we can access more information aboutthe group involved. Although it provides insight and ideas tothe group structures in a network, it is not without limitations. 9
  10. 10. Bibliography• JIMOYIANNIS, A. & ANGELAINA, S. (2012) Towards an analysis framework for investigating students engagement and learning in educational blogs. Journal of Computer Assisted Learning• SAFKO, Lon and BRAKE, David K. (2009). The social media bible: Tactics, tools, and strategies for business success. Hoboken, N.J Wiley• DONELAN, Helen, KEAR, Karen and RAMAGE, Margaret (eds) (2009). Online communication and collaboration: a reader. New York, Routledge 10

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