The document outlines the expertise of Ian McCulloh, Ph.D., focusing on social network analysis (SNA) and its applications in sociology, organizational behavior, and public health. It discusses the need for empirical grounding in network science and methods for creating efficient and agile networks, emphasizing the importance of knowledge exchange and cognitive diversity. Additionally, it highlights various analytical tools and methodologies for social network research, including community detection and centrality measures.

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11100 Johns Hopkins Road
Laurel, MD 20723-6099
Social Network Analysis (SNA)
15 May 2018
Ian McCulloh, Ph.D.
Parson Fellow, Bloomberg School of Public Health
Senior Lecturer, Whiting School of Engineering
Senior Scientist, Applied Physics Laboratory
imccull4@jhu.edu
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1. PhD Computer Science/Social Networks, Carnegie Mellon University.
2. 50+ peer reviewed papers.
3. Author of Wiley’s textbook on Social Network Analysis.
4. Current research: social media and the neuroscience of persuasion.
5. 20 years in the US Army – Network targeting.
6. Organizing the North American Social Network (NASN) Conference
in DC 27-30 NOV 2018
Background

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Getting Started
https://www.rstudio.com
https://ep.jhu.edu/programs-and-courses
•605.633—Social Media Analytics
•605.634—Crowdsourcing and
Human Computation
•605.632—Graph Analytics

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• Study of sociology
• Organizational behavior (leadership, management)
• Influencing groups (public health, propaganda, marketing)
• Increasing engagement with social media (computer science)
• Cool algorithms/heuristics (math, computer science)
Why Social Networks?

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• Study of sociology
• Organizational behavior (leadership, management)
• Influencing groups (public health, propaganda, marketing)
• Increasing engagement with social media (computer science)
• Cool algorithms/heuristics (math, computer science)
Why Social Networks?

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Study of Sociology
Moreno (1934) Sociometry
• 2nd grade classroom in the US
• Social physics
• The birth of social networks
Network Science
• 1999 Albert-Barabasi Scale-free networks
• 2004 NRC Report, Army interest
• Often lacks empirically grounded social theory that has been
developed over 65years – communities are merging

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• Study of sociology
• Organizational behavior (leadership, management)
• Influencing groups (public health, propaganda, marketing)
• Increasing engagement with social media (computer science)
• Cool algorithms/heuristics (math, computer science)
Why Social Networks?

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Organizational Behavior
• Who is the most powerful person in this network?

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Organizational Behavior

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Organizational Spectrum
23 May 1
Agility Efficiency
• Well-defined task/purpose
• High repetition
• Standards/quality control
• Reduce waste/minimize costs
• Hierarchy/supervision
• Unity of leadership
• Social interaction = distraction
• Pioneering/no defined task
• High novelty/not done before
• Creative/diversity of ideas
• Innovation/maximize new ideas
• Organic/collaboration
• Flat structure/many bosses
• Social interaction = value

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Measuring Organizational Efficiency
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Four Properties:
1. Connected
2. Hierarchic (no reciprocity)
3. Efficient (no cross-talk)
4. Least Upper Bound
1 −
𝑉
𝑛 𝑛 − 1 /2
1 −
𝑉
max 𝑉
1 −
𝐿
max 𝐿
1 −
𝑈
max 𝑈
V = reciprocal link
L = #links above nk-1
U = #pairs without LUB

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What do we seek in an agile network
1
AGILE
• Knowledge Exchange
• Resource Exchange
• Reduced Management Overhead
• Innovation
• Cognitive Diversity
• Inclusion
• Time (social opportunity)
EFFICIENT
• Connected
• Efficient
• Hierarchic
• Least Upper Bound
It is not clear that Agile is the opposite of Efficient.
We wish to maximize connectivity and minimize efficiency and hierarchy.

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What are we missing?
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Network “horizons” suggest the likelihood of knowledge/resource
exchange between actors approaches 0, as distance >3
Relationships take time and resources
How many meaningful conversations?
• Software developers 5-6/day
• Managers 15-20/day
500-2000 Facebook friends!!!

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How to Create Truly Agile Networks
• Minimize the diameter of the network
• Minimize the average degree of actors (a.k.a. density)
• Maximize cognitive diversity
Diameter = 2
Density = 0.4
Diameter = 1
Density = 1.0
Diameter = 2
Density = 0.5
Need to explore tradeoffs in diameter and density

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• Study of sociology
• Organizational behavior (leadership, management)
• Influencing groups (public health, propaganda, marketing)
• Increasing engagement with social media (computer science)
• Cool algorithms/heuristics (math, computer science)
Why Social Networks?

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Reasoned Action Theory
𝐵 = 𝑤1 𝐴 + 𝑤2 𝐼𝑁 + 𝑤3 𝐷𝑁 ∗ 𝑤4 𝑃𝐵𝐶
• B = Behavior
• A = Salient Attitudes
• IN = Injunctive Norms
• DN = Descriptive Norms
• PBC = Perceived Behavioral Control
• wi = Weight applied to factor

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Where do you get the data?
𝐵 = 𝑤1 𝐴 + 𝑤2 𝐼𝑁 + 𝑤3 𝐷𝑁 ∗ 𝑤4 𝑃𝐵𝐶
Opinion Leader
Key Influencer
Key
Communic
ator
Alters
Informational
Conformity
Normative Conformity
Network Conformity
Social
Network
Analysis

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Community Detection
• Cohesive clustering – community detection
- Newman grouping
- Louvain grouping
- Truss grouping
• Intuitively satisfying clusters
• Allows identification of distinct social groups

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“When is a tourniquet applied to a
neck wound?”
• When it is a vein or artery.
• If it is spurting blood.
• Never
McCulloh, I. (2013). Social Conformity in Networks. Official Journal of the International Network for Social Network Analysts
Network Conformity Experiment

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Centrality

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Degree
Keyplayers-Pos.Between
Closeness

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Different Leaders for Different Stages
0
20
40
60
80
100
1 2 3 4 5 6 7 8 9 10
PercentAdopters
Time
Degree
Betweenness
Closeness

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• Study of sociology
• Organizational behavior (leadership, management)
• Influencing groups (public health, propaganda, marketing)
• Increasing engagement with social media (computer science)
• Cool algorithms/heuristics (math, computer science)
Why Social Networks?

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Social Media Analysis: Structure-Based Analytics
Social network construction using relational algebra
Let X be an association matrix of screen names by tweetID/image
Let Y be an association matrix of tweetID/image by MD5 hash
Then, YTXTXY is a hash network of images posted by the same people
Pro-ISIS
Anti-Assad
Shi’a
No Confidence
7,887 different hash values
3,583 hash shared by 2+ people

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Time for the Workshop!
0
500
1000
1500
2013
2014
2015
2016
DailyDownloads
Package
igraph
sna
tnet
Daily Downloads (RStudio mirror) for
igraph, sna, and tnet
igraph (also in python)
• Social media, cluster, speed
statnet
• Statistics, longitudinal, egonet
Not compatible

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• Centrality measures
• Diameter & density
• Clustering
• Social media context
• Network statistics (ERGM, SAOM)
What are the most common analytics?
It’s the social theory that gives life to analysis!
Let’s go to Rstudio!
We will use the igraph package
Python uses igraph

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