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

2. Game Time Social Network Analysis

3. Game Time 1. Get yourself one long and one short string!

4. Game Time 2. Look for someone who share same interest, relationship, any other weird ties you have..

5. Game Time 3. Connect yourself and the other person with the string!

6. Game Time 4. Mix around and connect yourself! NOW!!

7. Game Time User Identifiers and Attributes Gender, Sign of Zodiac Contact Information Country, Mobile Phone Work Status, Industry. Position Education Faculty, Class Year, University Personal Information & Interests Hobby, Favorite Music Connection and Usage Information Online Status, Number of contacts

8. Page of Content Definitions and Concepts in SNA What is SNA good for? Visualization of the social network Network perspective in Social Life 3 case studies Social Network Analysis in Design

9. Definitions & Concepts Social Network Analysis

10. Definition What is Social Network Analysis http://www.youtube.com/watch?v=Sv94hdhLei4&feature=related

11. Definition Social Network Analysis (SNA) is a study to interpret the relationship among nodes/actors of a network. Seeks to understand the structure of the relationship Based 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. Process Research to gather information about relationships within a network. Mapped to provide baseline information To intervene in order to improve information/knowledge flow

13. Process Identification (WHAT) Background information: Needs and issues Objective and clarify the scope of the analysis Formulate hypotheses and questions. Develop the survey methodology Survey to identify the relationships and knowledge flows Use 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. Process Nodes Units within a network Edges Link and define the relationship between nodes Network Collection of nodes Egocentric and altercentric (others/whole) networks

15. Four Structures of Network Centralized structures outperform decentralized structures

16. Concept Centrality Aggregated Prominence: The ability to change human capital and resources into network access Power of a node Affected by Degree, Closeness and Betweenness

18. Closer to 2 actors.

19. A lies in between 1 pair of nodes.

21. Four Categories of Relations Similarities Same attributes; Maybe demographics, attitudes, location, etc. Social Relations Kinship Role Relations: Kith, students Affective ties Members’ feelings: Likes and dislikes Cognitive awareness: People known by a sample Interactions Behavior based ties: In the Context of Social Relations Flows Exchange of information, resources, knowledge, etc.

22. Four Network Outcomes Transmission Information pipeline/flow/distribution Adaptation Similar network positions, constraints, and opportunity Binding When network binds to act as one. Exclusion One 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 outcomes Societies 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 Security Strategies 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 encounters Preferential attachment Leveraging process through centrality/Freeman’s betweenness Strength of weak ties >> Social capital Network 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 networks Value of closing the triangle: Invites a culture of generosity

28. What is SNA good for? Social contagion and spread of ideas Structure 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 Mavens Leaders Bridges Isolates Credits 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 network For companies, this enables marketers to identify customer segments to target for retention campaigns Provides more effective one-to-one marketing efforts and enhance demand forecasts

33. YouTube As 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 & Discussion Can you think of some dark side of Social Network Analysis?

35. Visualization of Social.N Social Network Analysis

36. Visualization of Social Network

37. Visualization of Social Network

38. Network Perspectives In Social Life

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

40. 1.Types of Ties How different types of ties affects each other Creation and maintenance of weak ties Strength of weak ties theories Eg: relationships Social capital: values gain from networks Maintenance of strong ties Social, emotional and material support

43. Drug Misuse & SNA: Research Questions Case Study 1 1. Use of Social Network Analysis (SNA) to describe social interactions of street drug abusers with crime 2. Study of the qualities of the social networks of drug abusers 3. Strength of influence: residential treatment programme or social networks?

45. Share thoughts

46. Like to see

47. Network size

48. Network density

49. Equal status

50. Share birthdays

52. Drug Misuse & SNA: Findings Case Study 1 Networks 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 support Case Study 1 Stability 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 & SNA Case Study 2 Video: Searching for Saddam

55. Saddam Hussein & SNA Case Study 2 Organizational 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 & SNA Case Study 3

57. Ebay: Findings Case Study 3 A 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. Degree The most visible actor needs not necessarily be the one that has the best location in the network. Closeness Betweenness

58. Ebay: In General Case Study 3 Visualizing 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 networks User behavior analysis can help us to further understand the potential trend. Relationships of individuals provides potential for making recommendations under E-commerce context Analysts 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 & Discussion Google CEO: Change your name to escape our watchful eye In 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.html Do you know that you are been tracked online? How do you feel about this?

60. SNA in Design Social Network Analysis

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

62. Question & Discussion Visualisation of Social Network App.

63. Conclusion

65. Conclusion Social Network Analysis can be used to understand many phenomenon Given the understanding of the SNA, it can offer insights and solutions Maps and measures the paths of information, ideas and influence in the community. Reveals the emergent patterns in communities and allows us to track their changes over time. Company: Find hidden opportunities in business listhttp://screenr.com/nus

66. Conclusion Business SectorFind hidden opportunities in business listhttp://screenr.com/nusKnowledge ManagementA Bird’s-eye view Health SectorPerform contact tracing to map the spread of the infection and manage its diffusion.A Study of Taiwan SARS Data, Center for Disease Control Paper Political SectorPolitical effects of the social networks of business executives and the directors of large corporationsObama in The Media

67. Conclusion Arts Sectorvisual complexity Computer ScienceData Mining Anthropology Education Medicine Public Health Psychology Your Job Opportunity Credits to: http://mkweb.bcgsc.ca/circos/

68. Tools Google Analyticshttp://www.google.com/Analytics NodeXLhttp://nodexl.codeplex.com/ Twitter Collections of toolshttp://oneforty.com/applegirl/visualizing-your-twitter-account Twitalyzerhttp://www.twitalyzer.com/

69. References Borgatti, S. P., Mehra, A., Brass, D. J., & Labianca G. (2009). Network Analysis in the Social Sciences. Science, 323, 892 – 895. doi: 10.1126/science.1165821 Carrington, p. J., Scott, J., Wasserman, S. (2005). Models and methods in social network analysis. Cambridge University Press. P153 Ehrlich, K. & Carboni, I. (n.a.). InsidesocialnetworkanalysisRetrievedSeot 09, 2010 fromhttp://domino.watson.ibm.com/cambridge/research.nsf/0/3f23b2d424be0da6852570a500709975/$FILE/TR_2005%E2%80%9310.pdf Ehrlich, K. & Carboni, I. (n.a.). InsidesocialnetworkanalysisRetrievedSeot 09, 2010 fromhttp://domino.watson.ibm.com/cambridge/research.nsf/0/3f23b2d424be0da6852570a500709975/$FILE/TR_2005%E2%80%9310.pdf Fraser, M., & Hawkins, J. D. (1984). Social Network Analysis and Drug Misuse. The Social Service Review, 58 (1), 81 – 97. Retrieved Sept 09, 2010 from http://www.jstor.org/stable/30011710 Hanneman, R. A. & Riddle, M. (n.a.). Centrality and Power. Introduction to social network methods. Retrieved Sept 09, 2010 from http://www.faculty.ucr.edu/~hanneman/nettext/C10_Centrality.html Ibarra, H. (1992). Homophily and Differential Returns: Sex Difference in Network Structure and Access in an Advertising Firm. Administrative Science Quarterly 37, p422-447 Jack. (2009). The Power of Network Weaving. Retrieved 15 September, 2010 from http://networkweaver.blogspot.com/2009/08/power-of-network-weaving.html Klienberg, J. (2008). The Convergence of Social and Technological Networks. Communication of the ACM, 51 (11), 66 – 72. doi: 10.1145/1400214.1400232

70. References Marin, A. & Wellman, B. (2009). Social Network Analysis: An Introduction. Handbook of Social Network Analysis. London: Sage, 2010 Perry, B. L. (2006). Understanding Social Network Disruption: The Case of Youth in Foster Care. Social Problems, 53(3), p371-391 SAS Institute. (2010). Customer Link and Social Network Analysis. Retrieved 14 September, 2010 from http://www.sas.com/solutions/customer-link-analytics/index.html Serrat, O. (2009). Social Network Analysis. Asian Development Bank. p1-4 The Network Thinkers. (2010). Spread of Influence in a Network. Retrieved 14 September, 2010 from http://www.thenetworkthinkers.com/ Valdis Krebs. (2010). Social Network Analysis. Retrieved 14 September, 2010 from http://orgnet.com/sna.html Wei, W. (2010). Meet The YouTube Stars Making $100,000 Plus Per Year. Retrieved 14 September, 2010 from http://finance.yahoo.com/tech-ticker/meet-the-youtube-stars-making-100000-plus-per-year-535349.html?tickers=goog,^ixic,qqqq.