Social Network Analysis and Electronic Interaction

1
Social Network AnalysisandElectronic Interaction

• Wireless Technology, New Applications and Social
  Interaction
• Clayton Childress
• Sociology
• UCSB

2
Social Network Analysis A Background

• Term Coined by J.A. Barnes in 1954
• Sociometrics
• Harvard School
• The Manchester School

3
Early Uses

• Small Groups
• - The Bank Wiring Room (Warner Mayo)
• Larger Networks
• - The Strength of Weak Ties (Granovetter)
• - The Rule of 150 (Dunbar)
• - Small World Phenomenon (Milgram)

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Common Uses

• Diffusion of Ideas and Diseases
• Social Influence
• Social Support
• Overt and Covert Organizational Structure
• Marketing and Management
• Social Movements

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Reading a Social Networks Graph
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Things to Remember When Looking at Social Network
Data and Graphs

• The structure, not the individual, is the unit of
  analysis
• Many network studies only provide a snapshot view
• What are the limits in the breadth of the network
  measured?
• How are nodes and ties being established?
• Are the measurements chosen sweeping anything
  under the rug?

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A Simple Network(?)
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A Social Networks Data Matrix(face-to-face
interaction in our class)

• 0 1 2 3 4 5 6
• 1 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 0
• 2 - 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 0
• 4 - 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 0
• 6 - 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 0
• 8 - 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 0
• 10 - 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 5
• 12 - 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 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 0
• 16 - 0 1 0 1 0 0 0 0 0 0 2 0 0 0 0 0

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Our Face-to-Face Class
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Our Electronic Class
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Common Network Measures Density T/(N(N-1)/2)
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Graduate Student Class Network
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Less Than 4 Years at UCSB Class Network
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Centrality Geodesic Distance
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Centrality Degree Centrality Betweeness
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Duality
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Duality
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Blockmodel Analysis
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Blockmodel Analysis
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Multidimensional Scaling (MDS)
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Electronic Networks

• Approaches
• Tools
• Wireless Communication

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Interpersonal TiesPieSpy
1
2
3
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Group/Organizational TiesUberlink
Inbound Outbound
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Personal/Group Interest NetworksNetscan
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Social Networking on the Internet

• 1997 - Sixdegrees.com
• 2002 MeetUp.com
• 2004 orkut.com

• 2002 Friendster.com
• 2003 MySpace.com
• 2004 Facebook.com

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How strong are the ties in an online network?
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Mobile Social Software(MoSoSo)
MeetingPoint
Proxpro
Urban Plexus
Mobido
Bedd
bemovil
Aware
Activematch
Proxidating
Mamjam
BuzZone
Playtxt
Crowd Surfer
VCEL
SmallPlanet
AreYouHere
Socializer
MoSoSo
ImaHima
Dodgeball
Who at
MobiLuck
Saw you
Jambo
Plazes
IcyPole
Socialight
Peepsnation
Plink mobile
Mobster
Mobile serendipity
Pocket rendezvous