Session - 2

6/17/2022
Self Learning Group Assignment (Begin from Session 5; 28th June 2022)
TOPICS (GROUP WISE : G1 to G8 in the given order) 15 Marks
1. Influence in online community & social media  4 minutes each students
platform for Political and Government Sphere [S5]
Individual marks (students within the group
3. Social Media Monitoring and Customer Engagement: may not get the same marks)
Case of Facebook and Instagram Analytics [S6]
Need to refer
4. Incentivized Social Sharing & Microblogging for New  online course module like coursera etc. / youtube
Product Development [S7] video / online directories and other article and need
to put in annexure
5. The Dilemma of Control VS Creativity: Ethics, Privacy,
Data Control in the online community [S8] Need to discuss
 Context & facts , Applicability, Cases / Examples, &
6. SNA for economic development [S9] Architecture
7. Web Analytics technologies and platform: AMP and Upload the slides in the drive immediately
SESSION – 2 SNA TERMINOLOGY & others [S10]
8. Blogging & Content Management and its ranking for
after the class
2 page report (plagiarism free) & slides (9-10
APPLICATIONS Self Marking and Personal Branding [S13]
2. Search Algorithms and recommendation & its
slides) NEED TO SUBMIT
ACADEMIC YEAR 2022-23 (PREETI KHANNA) 1 implications in B2B [S15]
NETWORK IS DEFINED AS:

EXCEL SHEET FOR SELF LEARNING ASSIGNMENT TO BE UPLOADED IN THE DRIVE A network represented by nodes, and the relationships (formally called edges) between these nodes.
Nodes are sometimes referred to as vertices, edges are sometimes referred to as links, and networks are
Group No Members Title of the Links / Duration of the course Date of Uploaded in also called graphs.
detail assignment references / videos (should be discussion the drive (doc
minimum of 10-12 Hr) / ppt)
Networks can be analyzed at the group or individual level.
Individualized networks based on times series data can provide insights into a specific individual over
time (e.g. Kroeze et al., 2017).
ACADEMIC YEAR 2022-23 (PREETI KHANNA) 3 ACADEMIC YEAR 2022-23 (PREETI KHANNA) 4
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BASIC NETWORK TERMINOLOGY
Node
A node is a person, organization, or idea. (These are the dots in
red.)
Link
A line that connects two nodes. (These are the lines that show
connections.)
Cluster
A cluster is a group of nodes that are more connected to each other
than to other nodes outside the cluster. (Those are highlighted in
yellow in the clusters.)
Hub
A hub is a node at the center of a cluster.
Bridger
A bridger is a node that connects different clusters.
TYPES OF SOCIAL NETWORKS
TYPES OF SOCIAL NETWORK

1. Everybody goes to
everybody else
TYPES OF SOCIAL NETWORKS
2. highly fragmented
Social & Economic Network
3. Connected, concentration
of power Information Network
4. Connected, Ring Technological and Biological Network
5. Connected, Strong
hierarchy Undirected vs Directed Network
Weighted vs unweighted Network
Egocentric vs. Sociocentric Network
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TYPE OF NETWORK TYPE OF NETWORK

Social and economic Information networks Technological Network Biological Network
networks Designed typically for distribution of a
Connections of “information” objects. A number of biological systems can also
commodity or service.
A set of people or groups of people with be represented as networks.
some pattern of contacts or interactions
between them.  Network of citations between academic
 Infrastructure networks: e.g., Internet
papers, World Wide Web (network of Web Food web, protein interaction network,
(connections of routers or administrative
pages containing information with links from network of metabolic pathways, genetic
Facebook, friendship networks, business domains), power grid, transportation
one page to other), semantic (how words or studies
relations between companies, networks (road, rail, airline, mail)
concepts link to each other)
intermarriages between families, labor
markets
Questions: Does network structure support
Questions: Ranking, navigation could be
performance? Fragility? Cascading
Questions: Degree of connectedness explored
failures? Could be explored
Example: Relationship among people Relations among Institutions
DIRECTED VS UNDIRECTED NETWORK

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Directed Graph
In a directed graph, or
a digraph, every vertices has
a minimum of one incoming
edge & one outgoing edge—
Un - directed Graph
An undirected graph is a graph
composed of undirected edges
Directed graph example: family tree Undirected graph example: computer network
The graph is undirected because we can assume that if one

The most common directed graph is probably the device is connected to another, then the second one is also
genealogical tree, which maps the relationship connected to the first:
between off springs and their parents.
WEIGHTED VS UNWEIGHTED
NETWORK
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UNWEIGHTED VS WEIGHTED NETWORKS EXAMPLE: UNDIRECTED UNWEIGHTED GRAPH

EXAMPLE: FACEBOOK NETWORK
Undirected Directed
unweighted graphs, where there is no weight associated with the
edges of the graphs.
Unweighted
Social network (example
facebook) map where each
vertices represent a person and
the edge between them denotes if
they are friends or not.
Since relationship cannot be

measured , like Ross and Joey are
Weighted 50% friends or 60%friends , hence
edges cannot be associated with
any weight.
EXAMPLE: DIRECTED UNWEIGHTED GRAPH

unweighted graphs, where there is no weight associated with the
edges of the graphs.
A Site Map or Page

navigation map.
Imagine a graph where

vertices represent
webpages and an edge
from Page1.html to
Page2.html denotes
whether a hyperlink from
Page1 to Page2 is ECO-CENTRIC VS SOCIO-CENTRIC
present or not.
NETWORK
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1. EGO-CENTRIC NETWORKS
Egocentric or “Personal” Networks
Who do you know? , How well do you know them?
Egocentric = Personal networks ! Do those people know each other? , How well do
Creates many stand alone networks they know each other?
Egocentric: “If your research question is about phenomena of or affecting individual entities Everyone knows you, i.e the ego
across different settings”
From a graph viewpoint:

 One node called ego is at center, surrounded by
Sociocentric = Whole networks ! other nodes called alter.
Creates one network !
“If your research question is about different patterns of interaction within defined groups” !  By ”surrounded” we mean all alters surrounding the
ego have links to the ego.
EGO-CENTRIC NETWORKS : PURPOSE & EXAMPLES

This approach is useful when the researcher wants to understand attributes of network members and an
individual actor’s engagement with the local network members (structure of the network) (Marquez
et al. 2018;)
Egocentric SNA is concerned with how people’s patterns of interaction shape their individual-level
outcomes (e.g. health, voting behavior, employment opportunities).
Friend networks: You are at center, surrounded by your friends.

Commonly-seen real world examples:
 Facebook or LINE friend list,
 Twitter following list and so on.
each alter in an ego network has his/her own ego network, and
Egocentric networks are ideal for studying people’s social support networks.
all ego networks interlock to form The human social network.
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2. SOCIO CENTRIC NETWORKS SOCIO CENTRIC NETWORKS: PURPOSE & EXAMPLES

Sociocentric or “Whole” Networks PURPOSE:
Researchers may draw network boundaries based on any number of characteristics,
such as group membership, geography, task-orientation, or shared identity
Sociocentric SNA often focuses on (Carrington, Scott, and Wasserman 2005).
network structures of groups as
predictors of group-level outcomes
For example:
(e.g. concentration of power, resource
distribution, information diffusion)  Everyone on Facebook, Twitter, etc.
 Everyone in your department
 Everyone attending workshop
Questions:
Do all these people know each other? Network boundaries often clear !
How well do they know each other?  Everyone working at a particular company !
 Everyone in one classroom of a school
EXAMPLE OF
TWITTER
COMPLETE GRAPH
FOLLOWERS ACADEMIC YEAR 2022-23 (PREETI KHANNA) 27 ACADEMIC YEAR 2022-23 (PREETI KHANNA) 28
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COMPLETE GRAPH WALK IN A GRAPH

Consider a complete graph with n nodes.
 Each node is connected to other n-1 nodes & undirected Walk –
graph A walk is a sequence of vertices and edges of a graph
 No. of edges = n(n-1)/2.

1: begin; 3 : end
Here 1->2->3->4->2->1->3 is a walk
Consider the given graph, Walk can be open or closed.
Edges on node A = (A,B),(A,C),(A,E),(A,C).

Edges on node B = (B,C),(B,D),(B,E). Open walk-A walk is said to be an open walk if the starting and ending vertices are
Edges on node C = (C,D),(C,E). different i.e. the origin vertex and terminal vertex are different.
Edges on node D = (D,E).
Edges on node E = EMPTY.
Closed walk-A walk is said to be a closed walk if the starting and ending vertices are
Total edges = 4+3+2+1+0=10 edges. identical i.e. if a walk starts and ends at the same vertex, then it is said to be a closed
walk.
Number of node = 5. 1->2->3->4->5->3-> is an open walk.
Thus n(n-1)/2=10 edges. 1->2->3->4->5->3->1-> is a closed walk.
STRONG VS. WEAK TIES PURPOSE OF NETWORKS:

Tie strength refers to a general sense of closeness with another person: STRONG AND WEAK TIES
Strong Tie: You can recognize the strength of ties between people by counting the frequency of ties. The more
Connection between friends interactions people have, the stronger the ties those individuals have with each other.
Generally requires some degree of regular interaction and active participation in the
relationship Strong ties often indicate emotional support, not just informational support between people. Ties that
are reciprocated tend to be stronger as well.
Weak Tie: Weak ties are characterized by less frequent interaction and often do not have as much emotional
Connection between acquaintances attachment, but they are also easier to maintain, and therefore people can have more of them.
Infrequent and/or passive interaction
Weak ties are particularly useful for innovation, because people who are good friends tend to see the
Mark Granovetter, American sociologist and professor at Stanford University same information, whereas people who are merely acquaintances are likely to be exposed to different
information.
”It is the distant acquaintances who are actually to thank for crucial information leading
to your new job, rather than your close friends!”
Social networks serve to promote collaboration, improve new product development, and respond to
emergencies or unusual circumstances quickly (Cross, Liedtka, & Weiss, 2005).
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DIFFERENT LEVEL OF ANALYSIS
PURPOSE AND APPLICATIONS OF

SNA
SOCIAL NETWORK SOCIAL NETWORK AS A SOCIAL STRUCTURE
A dedicated web app or site, which

validates end users to exchange ideas
and information with each other on
Internet by means of sharing mixed
types of information and data. The data
includes images, videos, blogs, files,
comments, etcetera.
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Other Network GENETIC INTERACTION NETWORK

Examples :
Internet
ROAD AND AIRLINES NETWORK
9-11 Terrorist Network
Social Network Analysis is a mathematical

methodology for connecting the dots -- using
science to fight terrorism.
Connecting multiple pairs of dots soon reveals

an emergent network of organization.
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APPLICATIONS OF GRAPH: SNA PURPOSE:

W HAT CAN W E MEASURE THROUGH ANY NETW ORK ?
Graph is a data structure which is used extensively in our real-life.
Social Network: Each user is represented as a node and all their activities, suggestion and
friend list are represented as an edge between the nodes.
Google Maps: Various locations are represented as vertices or nodes and the roads are
represented as edges and graph theory is used to find shortest path between two nodes.
Recommendations on e-commerce websites: The “Recommendations for you” section on

various e-commerce websites uses graph theory to recommend items of similar type to user’s
choice.
Graph theory is also used to study molecules in chemistry and physics.
SNA: MONEY LAUNDERING

SNA can also be used to deny access to potential hacking networks, identify a fraud
ring, and series of money transactions that could be linked to Money Laundering
activities.
Source: https://www.cgi.com/sites/default/files/white-papers/Implementing-social-network-analysis-for-fraud-prevention.pdf
Source: https://www2.deloitte.com/us/en/pages/human-
capital/articles/organizational-network-analysis.html ACADEMIC YEAR 2022-23 (PREETI KHANNA) 43 ACADEMIC YEAR 2022-23 (PREETI KHANNA) 44
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SOCIAL NETWORK BENEFITS: CUSTOMERS & EMPLOYEES BELOW IS A THE GROWTH OF A DISCONNECTED
NETWORK INTO A HEALTHY NETWORK. IT STARTS WITH
SCATTERED CLUSTERS AND THEN BECOMES A STRONG
Sharing Knowledge WEB OF INTERCONNECTIVITY.
Social networking helps form business strategies and strategic alliances.
Enhancing Communication
Making Connections, Cultivating Relationships
Engaging Employees
Facilitating Talent Management
Imp Functionalities
 Microblogging and micro-sharing
 Expert directories
Who are the real influencers?
https://www.nbrii.com/employee-survey-white-papers/social-networks-benefit-employees-and-customers/
12

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6/17/2022

ACADEMIC YEAR 2022-23 (PREETI KHANNA) 1 implications in B2B [S15]

NETWORK IS DEFINED AS:

BASIC NETWORK TERMINOLOGY

TYPES OF SOCIAL NETWORK

TYPE OF NETWORK TYPE OF NETWORK

Example: Relationship among people Relations among Institutions

DIRECTED VS UNDIRECTED NETWORK

The graph is undirected because we can assume that if one

UNWEIGHTED VS WEIGHTED NETWORKS EXAMPLE: UNDIRECTED UNWEIGHTED GRAPH

Since relationship cannot be

EXAMPLE: DIRECTED UNWEIGHTED GRAPH

A Site Map or Page

Imagine a graph where

From a graph viewpoint:

EGO-CENTRIC NETWORKS : PURPOSE & EXAMPLES

Friend networks: You are at center, surrounded by your friends.

2. SOCIO CENTRIC NETWORKS SOCIO CENTRIC NETWORKS: PURPOSE & EXAMPLES

COMPLETE GRAPH WALK IN A GRAPH

 No. of edges = n(n-1)/2.

Edges on node A = (A,B),(A,C),(A,E),(A,C).

STRONG VS. WEAK TIES PURPOSE OF NETWORKS:

DIFFERENT LEVEL OF ANALYSIS

PURPOSE AND APPLICATIONS OF

SOCIAL NETWORK SOCIAL NETWORK AS A SOCIAL STRUCTURE

A dedicated web app or site, which

Other Network GENETIC INTERACTION NETWORK

ROAD AND AIRLINES NETWORK

9-11 Terrorist Network

Social Network Analysis is a mathematical

Connecting multiple pairs of dots soon reveals

APPLICATIONS OF GRAPH: SNA PURPOSE:

Graph is a data structure which is used extensively in our real-life.

Recommendations on e-commerce websites: The “Recommendations for you” section on

Graph theory is also used to study molecules in chemistry and physics.

SNA: MONEY LAUNDERING

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