Social Network Analysis Social Network Analysis

North Central Kansas

Social Network Analysis Social Network Analysis
• The social network maps can be analyzed The 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 the network on how well they “connect” the network.  • “Betweenness”, “Closeness”, and “Degree” are  all measures of centrality.  ll f li

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.  • Hi h d Higher degree for a node might show that the node is  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 of interaction = link color with low to Quality 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 is a measure of centrality that Closeness 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