Social Network AnalysisDr. Vala Ali RohaniVala@um.edu.my

VRohani@gmail.com

Part 1: Introduction

What are networks?

• Networks are sets of nodes connected by edges.

“Network” ≡ “Graph”node

edge

What is the Social Network Analysis (SNA)?

• SNA is the mapping and measuring of relationships and flows between people, groups, organizations, computers, URLs, and other connected information/knowledge entities.

• The nodes in the network are the people and groups while the links show relationships or flows between the nodes.

• SNA provides both a visual and a mathematical analysis of human relationships.

Why Social Network Analysis (SNA)?

• Are nodes connected through the network?

• How far apart are they?

• Are some nodes more important due to their position in the network?

• Is the network composed of communities?

• How will be the patterns for information diffusion?

Now,

let’s see some samples …

Internet

structure of the Internet at the level of autonomous systems. Data source: Mark Newman http://www-personal.umich.edu/~mejn/netdata/.

Political Blogs

2004 United States Presidential Election Network

LiberalsConservatives

Organizations

Facebook Network

SNA in Organizations (or ONA)

SNA in Organizations (or ONA)

SNA is focused on uncovering patterns with regards to how people interact by using maps and metrics (mathematical analysis of human relationships) and evaluating the quality of a social network.

SNA in Organizations (or ONA)

The use of Social Network Analysis allows an organization to:

• Conduct ‘what if’ analysis before making organizational changes in order to identify key network connections that must not be broken in a reorganization process.

• Gain insight into how decisions are made and the effectiveness of the existing organizational structures.

• Reveal the real experts in the enterprise and best knowledge resources, and who is accessing them.

SNA in Organizations (or ONA)The results of Social Network Analyses can be used to:

• Identify teams and individuals playing central roles, such as thought leaders, key knowledge brokers, experts, etc.

• Identify isolated teams or individuals and spot opportunities for knowledge flow improvements.

• Detect information bottlenecks.

• Detect opportunities for increased innovation, productivity, and responsiveness.

• Accelerate the flow of knowledge and information across functional and organizational boundaries.

• Improve the effectiveness of formal communication channels.

• Target opportunities where increased knowledge flow will have the most impact.

• Introduce organizational changes without breaking important connections and knowledge-sharing groups.

Some Basic Definitions:

Some Basic Definitions:

Some Basic Definitions:

Some Basic Definitions:

Some Basic Definitions:

Gephi (visualization and basic network metrics)

NetLogo (modeling network dynamics)

In this workshop, you will get familiar with following softwares:

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Alice

Robin

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girls’ school dormitory dining-table partners, 1st and 2nd choices

A simple example in Gephi (Dining.gephi) :