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How Social Networks Work: Overview of Network Properties
 

How Social Networks Work: Overview of Network Properties

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A brief overview of the network theory principles behind social networking tools.

A brief overview of the network theory principles behind social networking tools.

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How Social Networks Work: Overview of Network Properties How Social Networks Work: Overview of Network Properties Presentation Transcript

  • How Social Networks Work Dr. Pamela Rutledge Director Media Psychology Research Center Email: [email_address]
  • A Knowledge Society
  • Make It Simple with a System
    • Systems have rules about how information travels
    • Understanding is essential to supporting your social media goals
  • Fundamental Properties It’s the Relationships that Matter
  • Fundamental Properties
    • emerge
    Collective Behaviors
  • Fundamental Properties Complex systems are self-organizing
  • Fundamental Properties Networks are dynamic
  • Fundamental Properties Dramatic change at thresholds
  • What’s the first thing that comes to mind when you think about social networks?
  •  
  •  
  • What is a network?
    • A set of relationships (links) that connect people or objects (nodes)
    Node Link $
  • Will the Nodes Be Connected?
  • The Small World Phenomenon Wow! What a Small World! I can’t believe you know my Aunt Betsy in Des Moines!
  • The Small World Studies
  • Who Do You Know… Omaha Boston
  • Who Do You Know Who Knows… Omaha Boston
  • What a Small World! Omaha Boston
  • Six Degrees of Separation
    • People are more likely to be connected if they have common attributes
    • Because of overlapping connections, the number of steps separating any two people in the world is six
    2 3 4 5 1 6
  • Knowing and Connecting 2 3 1 First Order Zone Kevin Bacon and Colin Firth were both in the movie: Where the Truth Lies,1995
  • A Networked World Your Social Group: Fully Connected Network The Real World: Network of networks
  • How Information Spreads Weak Tie Weak Tie Weak Connector
  • Why LinkedIn Works Weak Tie Weak Tie Weak Connector
  • Thresholds and Tipping Points Number of links Tipping Point Saturation
  • Finding Your Audience
    • Growth in a network does not follow the familiar Bell curve
    • The Bell Curve measures random events
  • Power Law Distributions
    • 80/20 Rule
    • The Pareto principle
    • The law of the few
    Number of Links Number of Web Pages
  • Preference Premium
    • Choice creates the Super Nodes
    • Tendency toward agreement
    Super Node
  • Information Facilitators or Power Law Beneficiaries? Salesmen Mavens or Enthusiasts Connectors
  • New Rules for Communication Old Model: One-to-Many New Model: Many-to-Many
  • Access is Easy, Strategy is Hard Potential Audience Your Organization
  • In a Nutshell
    • Accelerated communication
    • Continual evolution
    • Unique properties for change
    • Identifiable emergent behaviors
    • Weak connectors bridge networks
    • Super Nodes emerge as networks exhibit preferences
  • Try This
    • Identify your personal network
    • Characterize the types of connections, the demographics
    • Where do your most frequent connections happen?
    ? ? ? ?
    • Dr. Pamela Rutledge
    • Email : [email_address]
    Thanks for listening!