1. The document presents a social network analysis of the presenter's work environment consisting of 4 cliques and 20 nodes. 2. The analysis finds that management and customer service have high closeness centrality, while management has the most betweenness centrality. 3. It concludes that the analysis helped identify communication gaps, such as between programming and marketing, but notes SNAs have limitations and cannot evaluate communication effectiveness.

1. Presentation on Social Network Analysis
Module: Social Media Use In Organisations
By Steffen Hastedt // 21045021

2. Definition
„(...) a specific set of linkages among a defined set of persons
with the additional property that the characteristics of these
linkages as a whole may be used to interpret the social behavior
of the persons involved.“ (Mitchell 1969:2)

3. My Social Network Analysis
o The following graph is showing my SNA (social network analysis)
o It is my working environment and consists of 4 cliques and 20 nodes
(Person/Departments)
o I am analyzing the main departments and persons from our company

5. Nodes And Cliques
1. The Management: Eike, Steffen, Accountancy
2. Programming: Eike, Martin and the other programmer
3. Marketing: Markus, Felix, the agency, Steffen and the fotostudio
4. Customer-Service: The service-team, logistic, print-office, our vendor and
the customers

6. Degree:
It is a asymmetric network because the indegree does not conform to the
outdegree.
Network-Density:
The density of network concerning the possible relations is 0,51. Out of
380 possible edges are 178 used.
Distance:
Most of the distances are one or max. 2 steps. Only a few irrelevant
relations need more than 2 steps. For example are the programmer not
directly connected to all nodes of the marketing.
Boundaries:
I toke all nodes and cliques into the network which we have influence on.
For example the customers of our customers (when we are acting as a
wholesaler, are not considered)

7. Sociometric Status
The following table shows sociometric status of the nodes:
Customers: 19.89
Managment Steffen: 17.58
Marketing: from 7.26 to 16.21
Management Eike: 14.16
Customer-Service: from 7.47 to14.10
IT-Department: from 4.79 to 8.94
Vendor: 7.11
Logistics: 6.95
Accountancy: 5.89
Stock: from 3.15 to 5.79

8. Betweenness And Closeness Centrality
o Regarding the closeness centrality shows that the customer-service is
the clique which is clothes to the centre. The management is following
the customer-service. The clique that has the most central single node
is the management.
o The betweeness centrality points out that the whole management is
the most important clique, followed by the customer-service. Markus
from marketing plays a central role aswell and is following the three
nodes of the management when you analyse the single notes and not
the complete clique.

9. Comment And Conclusion
o A network analysis is the right method to analyze the social structure of
an interacting group and to recognize how the single actors are embedded.
o In this SNA I found out that the communication between the programmer
clique and the marketing is a third degree connection and should be a
direct communication between them.
o The limitation of SNAs is that you can not evaluate the effectiveness of the
communication between the nodes.
o Mostly only the quantity of communication is regarded in the SNA
o The SNA does not point out where more communication in general should
take place (ie more communication between the management and the
customer-service is necessary)
o The type of communication is not reviewed (ie are personal meetings more
effective than the correspondence via email?)

10. Bibliography
• Wassermann, Stanley and Faust, K. (1994) Social Network Analysis:
Methods and Applications.
• Scott, John (1991) Social Network Analysis: A Handbook.
• Mitchell, J. Clyde (1969) Social Networks in urban situations.
• Jimoyiannis, A. & Angelaina (2012) Towards an analysis framework for
investigating students’ engagement and learning in educational blogs.