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Social Network Theory • A social network is a description of the social structure between actors, mostly individuals or organizations. It indicates the ways in which they are connected through various social familiarities ranging from casual acquaintance to close familiar bonds. • It is based on an assumption of the importance of relationships among interacting units • It encompasses theories, models, and applications that are expressed in terms of relational concepts or processes • The unit of analysis in network analysis is not the individual, but an entity consisting of a collection of individuals and the linkages among them Network methods focus on: • Dyads (two actors and their ties) • Triads (three actors and their ties) • Larger systems (subgroups of individuals, or entire networks)
Principles of Social Network Theory • Actors and their actions are viewed as interdependent rather than independent, autonomous units • Relational ties (linkages) between actors are channels for transfer or “flow” of resources (either material or nonmaterial) • Network models focusing on individuals view the network structure environment as providing opportunities for or constraints on individual action • Network models conceptualize structure (social, economic, political, and so forth) as lasting patterns of relations among actors
Paradigm It’s a positivist theory i.e • Associated with quantitative research • Follows scientific method, objectivity, deductive methods to make research models upon which decisions are made • It makes assumptions in constructing models about reality
Example of a research Article on Social Network theory. • MODEL OF ACCEPTANCE WITH PEER SUPPORT: A SOCIALNETWORK PERSPECTIVE TO UNDERSTAND EMPLOYEES SYSTEM USERS • Individual Adoption and Use of Information Systems(Achievements)
Example of a research Article on Social Network theory. By: • Tracy Ann Sykes-University of Arkansas • Viswanath Venkatesh- University of Arkansas • Sanjay Gosain-The Capital Group Companies They argue that : An individual's coworkers can be important sources of help in overcoming knowledge barriers constraining use of a complex system, and such interactions with others can determine an employee's ability to influence eventual system configuration and features.
Social Network Analysis Social Network is measured terms of: 1. Degree Centrality: The number of direct connections a node has. What really matters is where those connections lead to and how they connect the otherwise unconnected. 2. Betweeness Centrality: A node with high betweenesshas great influence over what flows in the network indicating important links and single point of failure. 3. Closeness Centrality: The measure of closeness of a node which are close to everyone else. The pattern of the direct and indirect ties allows the nodes any other node in the network more quickly than anyone else. They have the shortest paths to all others.
Social Network Theory Analysis SNA helps in analyzing the following facts ; • Bottlenecks - Central nodes that provide the only connection between different parts of the network. • Number of links - Insufficient or excessive links between departments that must coordinate effectively. • Average distance - Degrees of separation connecting all pairs of nodes in the group. From Secondary Reading - IBM Institute for Business Value Publication
Social Network Theory Analysis • Short distances transmit information accurately and in a timely way, while long distances transmit slowly and can distort the information. • Isolation - People that are not integrated well into a group and therefore, represent both untapped skills and a high likelihood of turnover. • Highly expert people - Not being utilized appropriately. • Organizational subgroups or cliques - Can develop their own subcultures and negative attitudes toward other groups.
Application of SNA: • Realizing 9/11 Al- Qaeda Network. • Build a grass roots political campaign. • Map executive's personal network based on email flows. • Discover the network of Innovators in a regional economy. • Analyze book selling patterns to position a new book. • Egypt revolution.
Social Network - Business applications Consumers in Kenya suffer from lack of information on product that organization offers. This is on: • Availability • Cost/Affordability. • Brand • Accessibility A good example is a banking Sector where customers have little knowledge on products and Services. The analysis of social networks proves that this problems can be addressed.
Business applications Customer relationship management tool can be created on Social Network to address this problems. • brand networking-Brand networking is a new way to capitalize on social trends as a marketing tool. • Collaboration, file sharing and knowledge transfer. • It can also help the bank to easily know its customers(Know your customer). Social networking sites have extended toward businesses and brands are creating their own, high functioning sites.
