Social Network Analysis

Social Network Analysis

North Central Kansas
 Social Network Analysis
Social Network Analysis
• The
The social network maps can be analyzed 
social network maps can be analyzed
using a number of metrics including centrality. 
• Centrality of a social network gives a rough 
Centrality of a social network gives a rough
indication of the social power of a node based 
on how well they “connect”
on how well they  connect  the network. 
the network
• “Betweenness”, “Closeness”, and “Degree” are 
all measures of centrality. 
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 Measure : Degree
Measure : Degree
• Degree is the count of the number of ties to other 
g
actors in the network i.e. the number of direct 
connections a node has. 
• Higher degree for a node might show that the node is 
Hi h d f d i ht h th t th d i
an active player in the network, is often a connector or 
hub in network, most connected does not mean most 
powerful position in network as power is depicted by 
connections of connections, may be in an advantaged 
position in the network may be less dependent on
position in the network, may be less dependent on 
other individuals and can often be identified as third 
parties or deal makers.
• Quality
Quality of interaction = link color with low to 
of interaction = link color with low to
high quality ranging from grey to black color of 
link.
link
• Size of the node increases with increasing 
degree and nodes with higher degree are
degree and nodes with higher degree are 
towards the center of the map.
 Degree 
Frequency = 1 i.e. interaction once a year or less
 Degree
Frequency = 2 i.e. interaction is quarterly
Frequency  2 i.e. interaction is quarterly
 Degree
Frequency = 3 i.e. interaction is monthly
Frequency  3 i.e. interaction is monthly
 Degree
Frequency = 4 i.e. interaction is weekly
Frequency  4 i.e. interaction is weekly
 Degree
Frequency = 5 i.e. interaction is monthly
Frequency  5 i.e. interaction is monthly
 Measure : Betweenness

• Betweenness is the measure of the extent to which a node 
lies between other nodes in the network. This measure 
takes into account the connectivity of the node’s neighbors, 
giving a higher value for nodes which bridge clusters. The 
measure reflects the number of people who a person is 
fl t th b f l h i
connecting indirectly through their direct links.
• Betweenness centrality identifies an individual’s position 
within a network in terms of its ability to make connections 
ithi t ki t f it bilit t k ti
to other pairs or groups in a network. A node with high 
betweenness centrality generally holds a favored or 
powerful position in the network; represent a single point
powerful position in the network; represent a single point 
of failure (taking the single betweenness spanner out of a 
network would sever ties between cliques), has a greater 
amount of influence over what happens in a network
amount of influence over what happens in a network.
 Betweenness 
Frequency = 1 i.e. interaction once a year or less
Frequency  1 i.e. interaction once a year or less
 Betweenness 
Frequency = 2 i.e. interaction is quarterly
 Betweenness 
Frequency = 3 i.e. interaction is monthly
Frequency  3 i.e. interaction is monthly
 Betweenness 
Frequency = 4 i.e. interaction is weekly
Frequency  4 i.e. interaction is weekly
 Betweenness 
Frequency = 5 i.e. interaction is monthly
Frequency  5 i.e. interaction is monthly
 Measure : Closeness

• Closeness
Closeness is a measure of centrality that 
is a measure of centrality that
measures how quickly an individual can access 
more individuals in a network. It reflects the 
ability to access information through the 
“grapevine” of network members. A node with 
a high closeness centrality generally has quick 
hi h l li ll h i k
access to other nodes in a network, has a 
short path to other nodes is close to other
short path to other nodes, is close to other 
nodes and has a high visibility as to what is 
happening in the network
happening in the network.
 Closeness 
Frequency = 1 i.e. interaction once a year or less
Frequency  1 i.e. interaction once a year or less
 Closeness 
Frequency = 2 i.e. interaction is quarterly
Frequency  2 i.e. interaction is quarterly
 Closeness 
Frequency = 3 i.e. interaction is monthly
Frequency  3 i.e. interaction is monthly
 Closeness 
Frequency = 4 i.e. interaction is weekly
Frequency  4 i.e. interaction is weekly
 Closeness 
Frequency = 5 i.e. interaction is monthly
Frequency  5 i.e. interaction is monthly