How Social Networks Work: Overview of Network Properties

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

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How Social Networks Work: Overview of Network Properties

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

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