Social Network Analysis

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Social Network Analysis (SNA)
including a tutorial on concepts and methods
Social Media – Dr. Giorgos Cheliotis (gchelioti...

Background: Network Analysis
SNA has its origins in both social science and in the
broader fields of network analysis and ...

Background: Social Science
Studying society from a network perspective is to
study individuals as embedded in a network of...

More examples from social science
These visualizations depict the flow of communications in
an organization before and aft...

Background: Other Domains
(Social) Network Analysis has found
applications in many domains beyond social
science, although...

Practical applications
Businesses use SNA to analyze and improve
communication flow in their organization, or with
their n...

Why and when to use SNA




Whenever you are studying a social network, either offline or online, or when
you wish to...

Basic Concepts




8
Networks
Tie Strength
Key Players
Cohesion
How to represent various social networks
How to id...

Representing relations as networks
Anne
Anne
1
Jim
Jim
Mary
Mary
2
John
John
3
Can we study their
interactions as a...

Entering data on a directed graph
Edge list
Graph (directed)
1
2
3
10
Adjacency matrix
4
CNM Social Media Module – G...

Representing an undirected graph
Directed
(who contacts whom)
1
Edge list remains the same
But interpretation
is differen...

Ego networks and ‘whole’ networks
1
‘whole’ network*
2
ego
1
2
3
go
’s e
3
3
wo
net
rk
5
4
6
alter
7
3 ’s
eg...

Basic Concepts

13
Networks
Tie Strength
Key Players
Cohesion
How to represent various social networks
How to identif...

Adding weights to edges
Edge list: add column of weights
30
1
(directed or undirected)
2
22
5
3
37
2
4
Weights co...

Edge weights as relationship strength


Edges can represent interactions, flows of
information or goods,
similarities/...

Homophily, transitivity, and bridging

Homophily is the tendency to relate to people with
similar characteristics (statu...

Basic Concepts

17
Networks
Tie Strength
Key Players
Cohesion
How to represent various social networks
How to identif...

Note on computational examples


Results may vary across different software packages (e.g. when you
use NodeXL or UCIN...

Degree centrality

A node’s (in-) or (out-)degree is the
number of links that lead into or
out of the node

Often use...

Paths and shortest paths





A path between two nodes is any
sequence of non-repeating nodes that
connects the ...

Betweenness centrality





For a given node v, calculate the
number of shortest paths between
nodes i and j that...

Closeness centrality



Calculate the mean length of all
shortest paths from a node to all
other nodes in the networ...

Eigenvector centrality




A node’s eigenvector centrality is
proportional to the sum of the
eigenvector centralit...

Interpretation of measures (1)
Centrality measure
Interpretation in social networks

Degree
How many people can this ...

Interpretation of measures (2)
Centrality measure
Other possible interpretations…

Degree
In network of music collabo...

Identifying sets of key players





In the network to the right, node 10
is the most central according to
degre...

Basic Concepts

27
Networks
Tie Strength
Key Players
Cohesion
How to represent various social networks
How to identif...

Reciprocity (degree of)

The ratio of the number of relations
which are reciprocated (i.e. there is an
edge in both dire...

Density





Edge present in network
Possible but not present
A network’s density is the ratio of the number of...

Clustering



Cluster A
A node’s clustering coefficient is the number of
closed triplets in the node’s neighborhood...

Average and longest distance




The longest shortest path (distance)
between any two nodes in a
network is called...

Small Worlds
local cluster



A small world is a network that
looks almost random but exhibits a
significantly high...

Preferential Attachment
A property of some networks, where, during their evolution and growth in
time, a the great majorit...

Reasons for preferential attachment
Popularity
We want to be
associated with popular
people, ideas, items, thus
further i...

Core-Periphery Structures

A useful and relatively simple metric of the degree
to which a social network is centralized ...

Thoughts on Design
How can an online social media platform (and its
administrators) leverage the methods and insights of s...

Analyzing your own ego-network
• Use the steps outlined in the following pages
to visualize and analyze your own network
...

Visualizing Facebook ego-network online

Launch the TouchGraph Facebook Browser

You should see a visualization of you...

Exporting data for offline analysis

Data is more useful when you can extract it from an online platform and analyze
wit...

Using NodeXL for visualization & analysis

Download and install NodeXL
Windows 7/Vista/XP, requires Excel 2007
(installa...

Exporting Facebook ego-network data
This will explain how to export your Facebook data for analysis with a tool like NodeX...

More options

Many more tools are used for SNA, although they generally require more
expert knowledge. Some of these are...

Credits and licensing

Front page network graph by ilamont (license: CC BY)

Bridge routing illustrations in Newman e...

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