Social Network Analysis is a study of relationships and ties between nodes/actors in a network. It seeks to understand the structure of relationships and how an individual's position in a network affects opportunities and constraints. SNA can be used to map and analyze networks in fields like public health, national security, and design. It provides insights into topics like information diffusion, social influence, and identifying important actors. SNA tools help visualize networks and analyze metrics like centrality, density, and connectivity.

1. Social Network AnalysisGohKuanHoong, Leong Victoria, Pan Jiahao, SeahCai Ping Jasmine Credits to: http://www.felixheinen.de/#277125/Data-visualisation-of-a-social-network

2. Game TimeSocial Network Analysis

3. Game Time1. Get yourself one long and one short string!

4. Game Time2. Look for someone who share same interest, relationship, any other weird ties you have..

5. Game Time3. Connect yourself and the other person with the string!

6. Game Time4. Mix around and connect yourself! NOW!!

7. Game TimeUser Identifiers and AttributesGender, Sign of ZodiacContact InformationCountry, Mobile PhoneWorkStatus, Industry. PositionEducationFaculty, Class Year, UniversityPersonal Information & InterestsHobby, Favorite MusicConnection and Usage InformationOnline Status, Number of contacts

8. Page of ContentDefinitions and Concepts in SNAWhat is SNA good for?Visualization of the social networkNetwork perspective in Social Life3 case studiesSocial Network Analysis in Design

9. Definitions & ConceptsSocial Network Analysis

10. DefinitionWhat is Social Network Analysishttp://www.youtube.com/watch?v=Sv94hdhLei4&feature=related

11. DefinitionSocial Network Analysis (SNA) is a study to interpret the relationship among nodes/actors of a network.Seeks to understand the structure of the relationshipBased on the knowledge that were uncovered, SNA, in return, will benefit people in a society or any other organizations. To optimize and exploit these new-found relationship/roles in a network.

12. ProcessResearch to gather information about relationships within a network.Mapped to provide baseline informationTo intervene in order to improve information/knowledge flow

13. ProcessIdentification (WHAT)Background information: Needs and issuesObjective and clarify the scope of the analysisFormulate hypotheses and questions.Develop the survey methodologySurvey to identify the relationships and knowledge flowsUse a social network analysis tool to visually map out the network.Review the map for problems and opportunities Design and implement actions to bring about desired changes.Retest or Evaluation

14. ProcessNodesUnits within a network Edges Link and define the relationship between nodesNetworkCollection of nodesEgocentric and altercentric (others/whole) networks

15. Four Structures of Network Centralized structures outperform decentralized structures

16. ConceptCentralityAggregated Prominence: The ability to change human capital and resources into network accessPower of a nodeAffected by Degree, Closeness and Betweenness

17. ConceptVSA’s Centrality Degree = 4Closer to 4 actors. A lies in between 2 pairs of nodes.Not separated by other nodes.A’s Centrality Degree = 2

18. Closer to 2 actors.

19. A lies in between 1 pair of nodes.

20. Separated by B & C ConceptDensityHow closely a cluster or a sub-cluster are linked CohesionAverage number for a person to “reach” another person in a groupHomogeneityIsomorphic configuration of nodesHomophilyTendency to link to similar nodes

21. Four Categories of RelationsSimilaritiesSame attributes; Maybe demographics, attitudes, location, etc. Social RelationsKinshipRole Relations: Kith, studentsAffective tiesMembers’ feelings: Likes and dislikesCognitive awareness: People known by a sample InteractionsBehavior based ties: In the Context of Social Relations FlowsExchange of information, resources, knowledge, etc.

22. Four Network OutcomesTransmissionInformation pipeline/flow/distributionAdaptationSimilar network positions, constraints, and opportunityBindingWhen network binds to act as one. ExclusionOne tie precludes the existence of another ties, which in turn affects the excluded node’s relations with other nodes

23. What is SNA good for?Social Network Analysis

24. What is SNA good for?Study of relationships and ties to account for a range of outcomesSocieties as a “pattern or network (or ‘system’) of relationships obtaining between actors in their capacity of playing roles relative to one another”Used in a lot of other fields and disciplines other than communication E.g. Public Health, National SecurityStrategies to understand and remedy situations E.g. Depression, Drug abuse

25. What is SNA good for?“Small-world phenomenon”“Six degrees of separation”World is highly clustered, consisting of acquaintances who tend to be geographically and socially similar to one another

26. What is SNA good for?A node’s position in the network determines in part the opportunities and constraints that it encountersPreferential attachment Leveraging process through centrality/Freeman’s betweennessStrength of weak ties >> Social capitalNetwork Weaving

27. Network Weaving Network weavers are people who intentionally and informally make new and richer connections between and among people, groups, and entities in networksValue of closing the triangle: Invites a culture of generosity

28. What is SNA good for? Social contagion and spread of ideasStructure of cascading behavior“0-1-2 effect”

29. What is SNA good for?“Diffusion of innovations”Much of the information that flows through a social network radiates outward in many directions at once“A rumor, a political message, or a link to an online video – these are all examples of information that can spread from person to person, contagiously, in the style of an epidemic”

30. Where would you plant yourmessage in this network? Why?

31. What is SNA good for?Understanding the role that each person plays and the various groupings in a network Connectors MavensLeadersBridgesIsolatesCredits to: http://d3b9cwalzc5eko.cloudfront.net/cute-green-person-holding-usb-connector.jpg

32. What is SNA good for?Nodes indicate the influence of individuals in a networkFor companies, this enables marketers to identify customer segments to target for retention campaignsProvides more effective one-to-one marketing efforts and enhance demand forecasts

33. YouTubeAs of August 19 2010, 10 independent YouTube stars have made over $100,000 in the past year, according to a study done by analytics and advertising company TubeMogul.Revenue only comes from banner ads served near content

34. Question & DiscussionCan you think of some dark side of Social Network Analysis?

35. Visualization of Social.NSocial Network Analysis

36. Visualization of Social Network

37. Visualization of Social Network

38. Network PerspectivesIn Social Life

39. Network Perspective on Social LifeAwareness of SNA may alter the way people create, maintain and leverage on their social network

40. 1.Types of TiesHow different types of ties affects each other Creation and maintenance of weak tiesStrength of weak ties theoriesEg: relationships Social capital: values gain from networks Maintenance of strong ties Social, emotional and material support

41. 2.Leverage on the structure of social networkCentrality in network vs. hierarchy Nodes rather than individuals Position in a social network affects opportunities or constrains of node’s characteristics and outcome3.Leverage on connection to a variety of network vs a single networkAccessto information and opportunities

42. Connection betweenclusters and within clustersCase StudiesSocial Network Analysis

43. Drug Misuse & SNA: Research QuestionsCase Study 11. Use of Social Network Analysis (SNA) to describe social interactions of street drug abusers with crime2. Study of the qualities of the social networks of drug abusers 3. Strength of influence: residential treatment programme or social networks?

44. Drug Misuse & SNA: Measure of respondent’s social networkCase Study 1Proportion of alters Length of acquaintances Use of hard drugs by altersUser of any drugs by altersUse of alcohol only by alters Use of alcohol, marijuana, or hashish only by alters Sanctions favouring the use of hard drugs Desire to imitate Closeness

45. Share thoughts

46. Like to see

47. Network size

48. Network density

49. Equal status

50. Share birthdays

51. Instrumental reciprocityDrug Misuse & SNA: Case Study 1

52. Drug Misuse & SNA: FindingsCase Study 1Networks with a high proportion of members who participate in hard drug abuse and street crime appear more dense and sustain a greater capacity to exchange goods and services Street addicts do not appear isolated or lonely, they reported close, sharing, intimate relationship with people they like to see from within their network or variety of sources Drug abusers who have social service alters in their networks are less likely to sustain relationship with street people who sanctions and use hard drugs

53. Drug Misuse & SNA: Pattern of social supportCase Study 1Stability and network influence: strong influence to use hard drugs endured Why?Loss of contact with social workers = treatment terminated, no guidance, cutting of from support GAPS filled by network members less committed to treatment services

54. Saddam Hussein & SNACase Study 2Video: Searching for Saddam

55. Saddam Hussein & SNACase Study 2Organizational Chart vs Social Network Diagram (Hierarchy vs Ego-centrial)“The shape of his social network, just like your own Facebook page, didn’t have Hussein at the top with everyone beneath him. Rather, he was at the center with all sorts of connections having been created around him.”http://news.cnet.com/8301-17852_3-10457528-71.html

56. Ebay & SNACase Study 3

57. Ebay: FindingsCase Study 3A buyer of a product can reside in a geographical location completely different from the seller of the product, yet can be closely connected through the social network.DegreeThe most visible actor needs not necessarily be the one that has the best location in the network.ClosenessBetweenness

58. Ebay: In GeneralCase Study 3Visualizing and analyzing the behaviors of onlinecustomers through social networks.Leverage social networks to draw insights and inferences on user preferences as well as user participation in networksUser behavior analysis can help us to further understand the potential trend. Relationships of individuals provides potential for making recommendations under E-commerce contextAnalysts can explore questions such as:Who are the members to watch?What are they saying?Where do they interact?Strength of interactions?Emergence of sub-groups?

59. Question & DiscussionGoogle CEO: Change your name to escape our watchful eyeIn an interview with the Wall Street Journal, Schmidt dropped an interesting -- and frightening -- tidbit: perhaps people should change their names upon reaching adulthood to eradicate the potentially reputation-damaging search records Google keeps.http://www.pcworld.com/article/203450/google_ceo_change_your_name_to_escape_our_watchful_eye.htmlDo you know that you are been tracked online? How do you feel about this?

60. SNA in DesignSocial Network Analysis

61. Question & DiscussionHow do you think Social Network Analysis can be incorporated into design?

62. Question & DiscussionVisualisation of Social Network App.