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Social Network Analysis

MKTG 6226 Social Media Marketing
by

Joseph Kurtz

on 29 October 2012

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Transcript of Social Network Analysis

Social Network Analysis “A network of friends, colleagues and other personal contacts”
Dictionary.com Definition of Social Networks “Web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system.”
Boyd and Ellison Definition of Social Network Sites Social Networks are a system within which people?
Communicate?
Socialize?
Gather?
Meet One Another?
Discover Interests?
Share Common Interests?
Publicize their lives?
Bully?
Stalk?
Follow? So what are Social Networks? Why Use Social Networks? “Social Network Analysis is the mapping and measuring of relationships and flows between people, groups, organizations, computers, URLs, and other connected information/knowledge entity.”
Valdis Krebs Definition of Social Network Analysis Gives us insight on social groups. Tells us who in the group is a
Connector
Maven
Leader
Bridge
Isolate
Also tells us
Where are the clusters of people
Who is in these clusters
Who is in the core of the network
Who is on the periphery Why Study Social Network Analysis? “Humans have the capacity to maintain empathetic relationships with 150 people; Facebook extends that”
Mark Zuckerberg The Virtualization of Our Social Lives Traditional Social Networks Modern Social Networks Virtualizing our Social Networks gives us the capacity to be connected to many more people than before. We can find similar people and share common interests. While online social networks may not replace traditional social models- they work to enhance them. Six Degrees of separation is now closer than ever. Evolution of Social Networking The Many Different Faces of Social Networks Mass Appeal
User Friendly
General Sharing/Communication Generic Social Networks More specialized appeal

People find others with specific common interests

People share ideas with like minded people Specialized Social Network By Invitation only
Promotes exclusivity
People communicate with selected individuals deemed worthy Exclusive Social Networks Essentially we have taken our social lives online
We have created an “online social class system”
We have developed niches
Social Networks are not new- they are the newest extension of how we communicate What Does This Mean? “Humans have the capacity to maintain empathetic relationships with 150 people; Facebook extends that”
Mark Zuckerberg
Is this really true? Or are our relationships simply diluted?
Can we have empathetic relationships without our physical senses? Are We More Connected Than Before? “Humans have the capacity to maintain empathetic relationships with 150 people; Facebook extends that”
Mark Zuckerberg
Is this really true? Or are our relationships simply diluted?
Can we have empathetic relationships without our physical senses? Are We More Connected Than Before? Like everything good in life, we must understand the limitations and dangers of this technology Amanda Todd
The Craigslist Killer
Facebook Sex Offenders Dangers of Social Networks “Social Network Analysis” Hutchinson and Associates- 2006
“Social Network Analysis- A Brief Introduction” Valdis Krebs-2011, Orgnet.com
“Social Network Sites: Definition, History and Scholarship” Boyd and Ellsion, Journal of Computer Mediated Communication 13(1) -2007
“Social Networking in Education” 2007, Technology Twitter Report References By: Joseph Kurtz
and Giulia Tagliaferri “Social Networking is, at it’s heart, fueled by long-existing psychological tendencies” 1) People use social networking sites to paint a portrait of themselves to potential partners. If this is not the case people drastically change their social networking habits

2) The level of activity on social networking sites is directly correlated to the level of narcissism a person possesses

3) Shy people tend to spend more time on social networking sites So…What Does It All Mean? Studying the psychology of who the users of social networking are can give us insight as to why things go viral and how they affect different brands Boosted Brand Reputation
Fantastic PR
Extremely Successful Destroyed Brand
Lost Hundreds of Millions
Gained Bad Reputation VS. Virality Within Social Networks
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