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A Short Introduction To Social Network Analysis Dr. Mishari Alnahedh
Kuwait University – College of Business Administration
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.
Mishari Alnahedh
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.
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Source: mathinsight.org
Introduction
Online Social Networks
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Introduction
Communication Networks
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Introduction
Road Networks
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Introduction
Online Reviews Network
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Introduction
Online Reviews Network
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Example: Qaym.com
Introduction
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.
So What ?
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Basic Concepts
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
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Adjacency Matrix
Fahad Ali Omar Saad
Fahad - 0 1 1
Ali 0 - 0 1
Omar 1 0 - 1
Saad 1 1 1 -
Fahad
Omar
Saad
Ali
Basic Concepts
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”.
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Degree Centrality
Basic Concepts
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.
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Paths
Basic Concepts
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Shortest Path: an example
1
4
3
2
5
What is the shortest path between nodes 1 and 4 ?
Basic Concepts
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Shortest Path: an example
1
4
3
2
5
What is the shortest path between nodes 1 and 4 ?
Basic Concepts
Mishari Alnahedh
Shortest Path: an example
1
4
3
2
5
What is the shortest path between nodes 1 and 4 ?
Basic Concepts
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 = 1.
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Network Density
1 2
3 4 Density = 5/6=0.83
Basic Concepts
A small world is a network where nodes tend to cluster
locally together.
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Small Worlds
Source: pbs.org
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.
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Applications: Examples
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.
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Board Interlocks and Corporate Governance
Source: ucsc.edu
Applications: Examples
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
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Collaboration Networks
Applications: Examples
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
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Network Data
Applications: Examples
How should our company decide on where to market its
products (or spread its marketing campaign’s message)?
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Social Marketing
Software for SNA
Multiple software programs are available for network
data visualization:
EgoNet
Gephi
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Software for SNA
Multiple software programs are available for SNA:
UCINET
OAJEK
Netdraw
R packages for SNA
Many more
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END
Thank you !
For more resources about SNA, you can contact me
Slides are available at mishari.com/sna
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