Social Network AnalysisSocial Network Analysisandand

Electronic InteractionElectronic Interaction

Wireless Technology, New Applications and Social InteractionWireless Technology, New Applications and Social Interaction

Clayton ChildressClayton ChildressSociologySociology

UCSBUCSB

Social Network Analysis: A Social Network Analysis: A BackgroundBackground

Term Coined by J.A. Barnes in 1954Term Coined by J.A. Barnes in 1954

SociometricsSociometrics

Harvard SchoolHarvard School

The Manchester SchoolThe Manchester School

Early UsesEarly Uses Small GroupsSmall Groups - The Bank Wiring Room (Warner & - The Bank Wiring Room (Warner &

Mayo)Mayo) Larger NetworksLarger Networks - The Strength of Weak Ties (Granovetter)- The Strength of Weak Ties (Granovetter) - The Rule of 150 (Dunbar)- The Rule of 150 (Dunbar) - Small World Phenomenon (Milgram)- Small World Phenomenon (Milgram)

Common UsesCommon Uses Diffusion of Ideas and DiseasesDiffusion of Ideas and Diseases

Social InfluenceSocial Influence

Social SupportSocial Support

Implicit and Explicit Organizational StructureImplicit and Explicit Organizational Structure

Marketing and ManagementMarketing and Management

Social MovementsSocial Movements

Reading a Social Networks Reading a Social Networks GraphGraph

Things to Remember When Things to Remember When Looking at Social Network Data Looking at Social Network Data

and Graphsand Graphs The structure, not the individual, is the The structure, not the individual, is the

unit of analysisunit of analysis Many network studies only provide a Many network studies only provide a

snapshot viewsnapshot view What are the limits in the breadth of What are the limits in the breadth of

the network measured?the network measured? How are nodes and ties being How are nodes and ties being

established?established? Are the measurements chosen Are the measurements chosen

sweeping anything under the rug?sweeping anything under the rug?

A Simple Network(?)A Simple Network(?)

A Social Networks Data A Social Networks Data MatrixMatrix

(face-to-face interaction in our class)(face-to-face interaction in our class)

0 1 2 3 4 5 60 1 2 3 4 5 61 2 3 4 5 6 7 8 9 1 1 1 1 1 1 11 2 3 4 5 6 7 8 9 1 1 1 1 1 1 1

- - - - - - - - - - - - - - - - - - -- - - - - - - - - - - - - - - - - - -1 - 0 0 3 0 0 0 0 0 6 0 0 0 0 0 0 01 - 0 0 3 0 0 0 0 0 6 0 0 0 0 0 0 02 - 0 0 0 6 4 0 0 0 0 0 5 0 0 0 0 02 - 0 0 0 6 4 0 0 0 0 0 5 0 0 0 0 0

3 - 5 0 0 5 3 3 0 0 6 5 0 1 0 4 1 03 - 5 0 0 5 3 3 0 0 6 5 0 1 0 4 1 0 4 - 0 6 5 0 5 3 0 0 5 4 6 2 0 0 0 34 - 0 6 5 0 5 3 0 0 5 4 6 2 0 0 0 3 5 - 0 5 5 4 0 2 0 0 1 5 5 0 5 1 0 05 - 0 5 5 4 0 2 0 0 1 5 5 0 5 1 0 0 6 - 0 0 5 5 5 0 0 0 5 0 0 0 0 3 0 06 - 0 0 5 5 5 0 0 0 5 0 0 0 0 3 0 0 7 - 0 1 0 1 0 0 0 0 0 0 0 0 0 0 1 07 - 0 1 0 1 0 0 0 0 0 0 0 0 0 0 1 0 8 - 0 0 0 0 0 0 0 0 0 3 0 0 0 0 0 08 - 0 0 0 0 0 0 0 0 0 3 0 0 0 0 0 0 9 - 5 0 6 5 4 4 0 0 0 5 0 0 0 5 0 09 - 5 0 6 5 4 4 0 0 0 5 0 0 0 5 0 0 10 - 0 0 5 5 5 0 0 6 5 0 0 2 0 0 0 010 - 0 0 5 5 5 0 0 6 5 0 0 2 0 0 0 0 11 - 0 6 3 6 4 0 0 0 0 0 0 0 0 0 0 511 - 0 6 3 6 4 0 0 0 0 0 0 0 0 0 0 5 12 - 0 0 1 1 0 0 0 0 0 1 0 0 0 0 0 012 - 0 0 1 1 0 0 0 0 0 1 0 0 0 0 0 0 13 - 0 0 1 1 4 1 0 0 0 0 0 0 0 3 0 013 - 0 0 1 1 4 1 0 0 0 0 0 0 0 3 0 0

14 - 0 0 4 0 0 2 0 0 4 1 0 0 3 0 0 0 14 - 0 0 4 0 0 2 0 0 4 1 0 0 3 0 0 0 15 - 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 015 - 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 16 - 0 1 0 1 0 0 0 0 0 0 2 0 0 0 0 016 - 0 1 0 1 0 0 0 0 0 0 2 0 0 0 0 0

Our Face-to-Face ClassOur Face-to-Face Class

Our Electronic ClassOur Electronic Class

Common Network Measures: Common Network Measures: DensityDensity

T/(T/(N(N-1)/2)N(N-1)/2)

Graduate Student Class Graduate Student Class NetworkNetwork

Less Than 4 Years at UCSB Class Less Than 4 Years at UCSB Class NetworkNetwork

Centrality: Geodesic Centrality: Geodesic DistanceDistance

Centrality: Degree Centrality & Centrality: Degree Centrality & BetweenessBetweeness

DualityDuality

DualityDuality

Blockmodel AnalysisBlockmodel Analysis

Blockmodel AnalysisBlockmodel Analysis

Multidimensional Scaling Multidimensional Scaling (MDS)(MDS)

Electronic NetworksElectronic Networks

ApproachesApproaches

ToolsTools

Wireless CommunicationWireless Communication

Interpersonal TiesInterpersonal TiesPieSpyPieSpy

1 2

3

Group/Organizational TiesGroup/Organizational TiesUberlinkUberlink

Inbound Inbound OutboundOutbound

Personal/Group Interest Personal/Group Interest NetworksNetworksNetscanNetscan

Social Networking on the Social Networking on the InternetInternet

1997 - Sixdegrees.com1997 - Sixdegrees.com

2002 – MeetUp.com2002 – MeetUp.com

2004 – orkut.com2004 – orkut.com

2002 – Friendster.com 2002 – Friendster.com

2003 – MySpace.com2003 – MySpace.com

2004 – Facebook.com2004 – Facebook.com

How strong are the ties in an How strong are the ties in an online network?online network?

Mobile Social Mobile Social SoftwareSoftware(MoSoSo)(MoSoSo)

MoSoSoMoSoSoMoSoSoMoSoSo

DodgeballDodgeballDodgeballDodgeball

VCELVCELVCELVCELSmallPlanetSmallPlanetSmallPlanetSmallPlanet

MobiLuckMobiLuckMobiLuckMobiLuck

PlaytxtPlaytxtPlaytxtPlaytxt

JamboJamboJamboJambo PlazesPlazesPlazesPlazes

AreYouHereAreYouHereAreYouHereAreYouHere

IcyPoleIcyPoleIcyPoleIcyPole

Crowd SurferCrowd SurferCrowd SurferCrowd Surfer

SocializerSocializerSocializerSocializer

SocialightSocialightSocialightSocialight

ImaHimaImaHimaImaHimaImaHima

Who atWho atWho atWho at

Saw youSaw youSaw youSaw you

ProxidatingProxidatingProxidatingProxidating

PeepsnationPeepsnationPeepsnationPeepsnation

MamjamMamjamMamjamMamjam BuzZoneBuzZoneBuzZoneBuzZone

Plink mobilePlink mobilePlink mobilePlink mobileMobsterMobsterMobsterMobsterMobile serendipityMobile serendipityMobile serendipityMobile serendipity

AwareAwareAwareAware

Pocket rendezvousPocket rendezvousPocket rendezvousPocket rendezvous

ActivematchActivematchActivematchActivematch

Urban PlexusUrban PlexusUrban PlexusUrban Plexus

MeetingPointMeetingPointMeetingPointMeetingPoint

MobidoMobidoMobidoMobido

ProxproProxproProxproProxpro

BeddBeddBeddBeddbemovilbemovilbemovilbemovil