A Short Introduction To Social Network Analysis Dr. Mishari Alnahedh Kuwait University College of Business Administration

Transcription

1 A Short Introduction To Social Network Analysis Dr. Kuwait University College of Business Administration

2 Introduction A network is a collection of points linked through some type of association. These points can represent any object or subject Examples of subjects: people, places and resources. Examples of relationships: route, distance and family membership So, Social Network Analysis is the process of investigating the social structures through the use of networks.

3 Introduction Social network structures are characterized in terms of: 1) Nodes: the individual actors of people 2) Edges or links: the relationships or interactions that connect the nodes. Source: mathinsight.org

4 Introduction Online Social Networks

5 Introduction Communication Networks

6 Introduction Road Networks

7 Introduction Online Reviews Network

8 Introduction Online Reviews Network Example: Qaym.com

9 Introduction So What? Any problem or solution that has a network structure can be approached through social network analysis (SNA). SNA is a unique perspective on how society functions. Instead of focusing on individuals and their attributes, SNA centers on relations between individuals, groups or institutions. In society, individuals are embedded in a network of relations and their social behavior can be explained by looking at the structures of these networks.

10 Basic Concepts Adjacency Matrix We can track users of a network and examine the underlying social network: Useful to look at network data structure Creation and diffusion of knowledge Ali Fahad Fahad Ali Omar Saad Fahad Omar Saad Ali Omar Saad

11 Basic Concepts Degree Centrality A measure of a node s degree of connectedness and hence also influence and/or popularity. Useful in assessing which nodes are central with respect to spreading information and influencing others in their immediate neighborhood.

12 Basic Concepts Paths A path between two nodes is any sequence of non-repeating nodes that connects the two nodes. The shortest path between two nodes is the path that connects the two nodes with the shortest number of edges. Shortest paths are important when the speed of communication or exchange is desired.

13 Basic Concepts Shortest Path: an example What is the shortest path between nodes 1 and 4?

14 Basic Concepts Shortest Path: an example What is the shortest path between nodes 1 and 4?

15 Basic Concepts Shortest Path: an example What is the shortest path between nodes 1 and 4?

16 Basic Concepts Network Density A network s density is the ratio of the number of edges in the network over the total number of possible edges between all pairs of nodes. It is a common measure of how well connected a network is. A perfectly connected network has density = Density = 5/6=0.83

17 Basic Concepts Small Worlds A small world is a network where nodes tend to cluster locally together. Source: pbs.org

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19 When to use SNA Use SNA whenever you wish to understand how to improve the effectiveness of a network. Or if you want to visualize the network data to uncover patterns in relationships or interactions. Or if you want to follow the path of anything that flows in social networks.

20 Applications: Examples Board Interlocks and Corporate Governance Interlock occurs when a director of one company sits on the board of directors of other companies. Conflicts of interests occurs Other possible examples of hidden connections between government bodies and businesses. Source: ucsc.edu

21 Applications: Examples Collaboration Networks How do people pick who to collaborate with? Example: scientific collaboration network and small worlds (i.e. clusters) Based on the nature of the collaboration network, how can we develop the network? Example: hiring new employees

22 Applications: Examples Network Data We can track users of a network and examine the underlying social network: Useful to look at network data structure Creation and diffusion of knowledge and information

23 Applications: Examples Social Marketing How should our company decide on where to market its products (or spread its marketing campaign s message)?

24 Software for SNA Multiple software programs are available for network data visualization: EgoNet Gephi

25 Software for SNA Multiple software programs are available for SNA: UCINET OAJEK Netdraw R packages for SNA Many more

26 END Thank you! For more resources about SNA, you can contact alnahedh@cba.edu.kw Slides are available at mishari.com/sna