This document discusses social networks and social network analysis. It defines social networks as connections between individuals or organizations, and social network analysis as mapping and measuring relationships between connected entities. The document outlines how social network analysis is used to measure networks in terms of degree centrality, betweenness centrality, and closeness centrality. It provides examples of how social network analysis has been applied and discusses how technologies like LinkedIn and blogs help create social networks. The future of social networks and social network analysis is discussed in terms of reducing complexity through simulation analysis and geographic information modeling.

1. SOCIALSOCIAL
NETWORKSNETWORKS
Amit SharmaAmit Sharma
INF -38FQINF -38FQ
School of InformationSchool of Information
University of Texas at AustinUniversity of Texas at Austin

2. IndexIndex
Introduction to Social NetworkIntroduction to Social Network
Social Network and KMSSocial Network and KMS
Social Network AnalysisSocial Network Analysis
Application of Social Network AnalysisApplication of Social Network Analysis
Technology – LinkedInTechnology – LinkedIn
Future of Social Networks.Future of Social Networks.
ReferencesReferences

3. Everybody talks about Networks?Everybody talks about Networks?
Networked
Economy
Immigrant
Networks
National
Innovation
Networks
Networking
Entrepreneurial
Networks
Ego
Networks Regional
Networks
Infrastructure
Networks
Social
Networks

4. Social NetworksSocial Networks
How do you explain to say somebodyHow do you explain to say somebody
what Social Network is? What Socialwhat Social Network is? What Social
Network Analysis is?Network Analysis is?
Network Analysis is the keyword
For the 21st
Century
Researchers , Politicians , People talk
about Networks around you.
How do you explain what network is?

5. What is a Network?What is a Network?
node
node
node node
node
node
node
node
node node
node
node
node
node
node
node
node
Web Definition : A set of nodes, points, or locations connected by means of
data, voice, and video communications for the purpose of
exchange.
Link

6. Social NetworksSocial Networks
A social network is a description
of the social structure between
actors, mostly individuals or
organizations. It indicates the
ways in which they are connected
through various social familiarities
ranging from casual acquaintance
to close familiar bonds.

7. Social networks and KMSSocial networks and KMS
Why Social NetworksWhy Social Networks
in KMS?in KMS?
People
Technology
Organization
Processes
KM
Knowledge Management involves people, technology, and processes in
Overlapping parts.

8. Social Networks and KMSSocial Networks and KMS
Why are we studyingWhy are we studying
Social Networks ?Social Networks ?
What ties Information Architecture,
Knowledge Management and
Social Network Analysis more
closely together is the reciprocal
relationship between people and
content.
Information
Architecture
Knowledge
Management
Systems
Social
Networks

9. Social Network AnalysisSocial Network Analysis
Social network analysis [SNA] is the mapping and measuring ofSocial network analysis [SNA] is the mapping and measuring of
relationships and flows between people, groups, organizations,relationships and flows between people, groups, organizations,
computers or other information/knowledge processing entities.computers or other information/knowledge processing entities.
The nodes in the network are the people and groups while theThe nodes in the network are the people and groups while the
links show relationships or flows between the nodes.links show relationships or flows between the nodes.

10. Social Network AnalysisSocial Network Analysis
We measure Social Network in terms of:We measure Social Network in terms of:
1. Degree Centrality:1. Degree Centrality:
The number of direct connections a node has. What really matters is whereThe number of direct connections a node has. What really matters is where
those connections lead to and how they connect the otherwisethose connections lead to and how they connect the otherwise
unconnected.unconnected.
2. Betweenness Centrality:2. Betweenness Centrality:
A node with high betweenness has great influence over what flows in theA node with high betweenness has great influence over what flows in the
network indicating important links and single point of failure.network indicating important links and single point of failure.
3. Closeness Centrality:3. Closeness Centrality:
The measure of closeness of a node which are close to everyone else.The measure of closeness of a node which are close to everyone else.
The pattern of the direct and indirect ties allows the nodes any other node inThe pattern of the direct and indirect ties allows the nodes any other node in
the network more quickly than anyone else. They have thethe network more quickly than anyone else. They have the
shortest paths toshortest paths to all others.all others.

11. Exercise on SNA: Kite NetworkExercise on SNA: Kite Network
By David Krackhardt

12. Exercise on SNA: Kite NetworkExercise on SNA: Kite Network
Who is the Connecter or Hub in theWho is the Connecter or Hub in the
Network?Network?
Who has control over what flows in theWho has control over what flows in the
Network?Network?
Who has best visibility of what isWho has best visibility of what is
happening in the Network?happening in the Network?
Who are peripheral players? Are theyWho are peripheral players? Are they
Important?Important?

13. SNA and KMS:SNA and KMS:
SNA helps in analyzing the following facts in a KMS:
Bottlenecks - Central nodes that provide the only
connection between different parts of the network.
Number of links - Insufficient or excessive links between
departments that must coordinate effectively.
Average distance - Degrees of separation connecting all
pairs of nodes in the group.
From Secondary Reading - IBM Institute for Business Value Publication

14. SNA and KMS (2)SNA and KMS (2)
Short distances transmit information accurately and in a
timely way, while long distances transmit slowly and can
distort the information.
Isolation - People that are not integrated well into a
group and therefore, represent both untapped skills and
a high likelihood of turnover.
Highly expert people - Not being utilized appropriately.
Organizational subgroups or cliques - Can develop their
own subcultures and negative attitudes toward other
groups.

15. Application of SNA:Application of SNA:
Realizing 9/11Realizing 9/11 Al- Qaeda NetworkAl- Qaeda Network..
Build a grass roots political campaign.Build a grass roots political campaign.
Determine influential journalists and analysts inDetermine influential journalists and analysts in
the IT industry.the IT industry.
Map executive's personal network based onMap executive's personal network based on
email flows.email flows.
Discover the network of Innovators in a regionalDiscover the network of Innovators in a regional
economy.economy.
Analyze book selling patterns to position a newAnalyze book selling patterns to position a new
book and many more……book and many more……

16. TechnologyTechnology
Various technologies that help in creatingVarious technologies that help in creating
Social Networks are:Social Networks are:
1)1) EmailEmail
2)2) BlogsBlogs
3)3) Social Networking Software like Orkut,Social Networking Software like Orkut,
LinkedIn etc.LinkedIn etc.

17. Technology : LinkedInTechnology : LinkedIn
What is Your Network?What is Your Network?
When your connections inviteWhen your connections invite theirtheir connections, your Networkconnections, your Network
starts to grow.starts to grow.
Your Network is your connections, their connections, and so on outYour Network is your connections, their connections, and so on out
from you at the center.from you at the center.
How do you classify users?How do you classify users?
Your Network contains professionals out to “three degrees” — thatYour Network contains professionals out to “three degrees” — that
is, friends-of-friends-of-friends. If each person had 10 connectionsis, friends-of-friends-of-friends. If each person had 10 connections
(and some have many more) then your network would contain(and some have many more) then your network would contain
10,000 professionals.10,000 professionals.
How do you see who is in your Network?How do you see who is in your Network?
LinkedIn lets you see your network as one large group ofLinkedIn lets you see your network as one large group of
searchable professional profiles.searchable professional profiles.

18. Technology: LinkedIn (1)Technology: LinkedIn (1)

19. Technology: LinkedIn (2)Technology: LinkedIn (2)
How to find people you need ?

20. Technology : LinkedIn (3)Technology : LinkedIn (3)
Finding Jobs

21. Technology: LinkedIn (4)Technology: LinkedIn (4)
ENDORSEMENTS: A New and Useful Feature

22. Future of SNAFuture of SNA
SNA could help us in following ways inSNA could help us in following ways in
future:future:
1) Reducing Complexity1) Reducing Complexity
2) Visualizing using Geographic2) Visualizing using Geographic
Information ModelingInformation Modeling

23. Reducing ComplexityReducing Complexity
Organization on Web
Reduced Complexity through
Simulation Analysis and Complex
Theory for solving graphs
Our Social Networks can be understood at one glance

24. Geographic InformationGeographic Information
ModelingModeling
Key Players
A
B
C
D
E
X
Y
Z
Q

25. ReferencesReferences
““How to do Social Network Analysis?”-Retrieved fromHow to do Social Network Analysis?”-Retrieved from
-http://www.orgnet.com/sna.html-http://www.orgnet.com/sna.html
Cross, R., Parker, A. and Borgatti, S.Cross, R., Parker, A. and Borgatti, S.
A bird's eye view: Using Social Network Analysis to Improve Knowledge CA bird's eye view: Using Social Network Analysis to Improve Knowledge C
. IBM Institute for Business Value Publication.. IBM Institute for Business Value Publication.
J.C.Thomas, W.A Kellogg, T. Erickson, “The KnowledgeJ.C.Thomas, W.A Kellogg, T. Erickson, “The Knowledge
Management Puzzle: Human and social factors in KnowledgeManagement Puzzle: Human and social factors in Knowledge
Management”. IBM Systems Journal. Volume 40. Number 4.2001Management”. IBM Systems Journal. Volume 40. Number 4.2001
Wellman, B. (1996)Wellman, B. (1996)
For a Social Network Analysis of Computer Networks: A Sociological PersFor a Social Network Analysis of Computer Networks: A Sociological Pers
Proceedings of SIGCPR/SIGMIS. Denver, CO. ACM Press.Proceedings of SIGCPR/SIGMIS. Denver, CO. ACM Press.

26. Questions??Questions??