Transcript Social Network Analysis - eLearningPSUcertificate2008

Social Network Analysis
The Six Degrees of Kevin Bacon
or
“It’s not what you know, it’s who you know”
or Who’s in your Network?
Debbie
Fran
Tisa
Feb 29, 2008
Defined
• Social Networks
– A system of related elements
– A map & measuring of relationships and flows between people, computers, and
other information/knowledge entities
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Most common are people networks
“Ties”: Migrate data into your network by reaching out
Sociologists
Examples:
• Business, markets, professional associations
• Social Network Analysis
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Critical observation of the the relationship elements
See how the structure of the networks influences real world results
N=150 members/network
Examples:
• Social network analysts look at disease transmission, terrorist networks,
business networks, diffusion of innovation, formation of companies, tacit
knowledge in organizations, communities, the WWW, international
• What difference does it make?
– Influence outcomes that drive your business
– Head off threats
Purpose
• Identify hubs of knowledge and reveal knowledge gaps
across an organization
• Find the “path of least resistance” when lobbying a group
• SNA can reveal
– Paths along which knowledge is shared formally or informally
– The “strength” of the sharing (how often and to what degree
context is shared)
– How central a person is to the network’s ability to transfer
knowledge across functional and organizational boundaries
– How knowledge flows across functions, departments, divisions,
business units, and geographical areas in an organization
Where Does the Knowledge Reside In Your Utility?
Denise O'Berry. American Water Works Association. Journal. Denver: Dec 2007. Vol. 99, Iss. 12; pg. 44, 3 pgs
Methodology
• Surveys ask people to describe
– Who they are connected to
– What type of knowledge they share
– How often they exchange knowledge
– How they feel about the information that is
passed through a source (influence)
Sociogram
Sociogram created after study of the diaries of Samuel Pepys,
a 17th century diarist who lived in London, England
www.pepysdiary.com/indepth/archive/2005/09/29/the_pepys_sociogram.php
Who to Know in SNA
• Theorists
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S Wassserman & K Faust
John Scott, Social Network Analysis: A Handbook
Noel Tichy, Network Analysis in Organizational Settings
Michael Tushman
Peter Carrington, Models and Methods in Social Network
Analysis
David Knooke
Wouter DeNooy (PAJEK)
ISNAE
Caroline Haythornthwaite
Linton Freeman: Development of Social Network Analysis
• Methods
• Approaches
Practice
• Understand a threat (terrorism)
– Strategic Early Warning System (SEW)
• Youth gangs
• Children’s peer relationships
• Software: PAJEK (freeware)
– Slovenian word for “spider”
SNA and Transfer of Training
• Using SNA to assess transfer climate prior to training:
– Transfer climate is critical to a trainee's ability to apply the new
knowledge, skills, behaviors, and attitudes they gain through
training back to the workplace.
– Relational barriers to transfer…
• can be traced to a nonsupportive organizational climate (lack of
peer and supervisory support)
• may cause participants to feel that skills acquired during training are
perceived by others as having little value, thereby giving participants
little to no incentive to transfer the learned skills back to the job
– Based on this analysis, measures can be taken to develop
strategies to deal with relational barriers prior to training that will
facilitate the participant's transfer of learning back to the work
environment.
Making Transfer Climate Visible: Utilizing Social Network Analysis to Facilitate the Transfer of Training
John-Paul Hatala, Pamela R Fleming. Human Resource Development Review. Thousand Oaks: Mar 2007. Vol. 6, Iss. 1; pg. 33, 31 pgs
Types of Network Analysis
1. Ego network analysis
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Focuses on a particular individual and is structured around
eliciting information about the people he or she interacts with,
and about the relationships with those people.
This form of analysis should be chosen for individuals who are
participating in a training program in isolation to their
organization, department, or coworkers.
2. Complete network analysis
1. Concerned with all the relationships among a set of
respondents (i.e., entire organization, complete work group),
which includes managers, supervisors, and individual
organizational members.
Making Transfer Climate Visible: Utilizing Social Network Analysis to Facilitate the Transfer of Training
John-Paul Hatala, Pamela R Fleming. Human Resource Development Review. Thousand Oaks: Mar 2007. Vol. 6, Iss. 1; pg. 33, 31 pgs
Properties a network
• Building blocks for developing and
conceptualizing network theory:
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Centrality (betweenness, closeness, degree)
Position (structural)
Strength of ties (strong/weak, weighted/discrete)
Cohesion (groups, cliques)
Division (structural holes, partition)
Making Transfer Climate Visible: Utilizing Social Network Analysis to Facilitate the Transfer of Training
John-Paul Hatala, Pamela R Fleming. Human Resource Development Review. Thousand Oaks: Mar 2007. Vol. 6, Iss. 1; pg. 33, 31 pgs
Social Network Analysis & Web 2.0
• User-registered knows networks
• Web-mined collaborator networks
• Face-to-face meets networks
“Web 2.0 is a knowledge-oriented environment where
human interactions generate content that is published,
managed, and used through network applications in a
service-oriented architecture.”
– Dario de Judicibus, IBM Social Networking Analyst
The semantic Web revisited - all 15 versions »
N Shadbolt, W Hall, T Berners-Lee - IEEE Intelligent Systems, 2006 - wwwbruegge.in.tum.de
Spinning Multiple Social Networks for Semantic Web - all 4 versions »
Y Matsuo, M Hamasaki, H Takeda, J Mori, D … - Proc. AAAI, 2006 - miv.tu-tokyo.ac.jp
Resources
• Websites
– Definitions
• Journals/Articles
– Hyperlink Network Analysis
– Distance Learning
• Books: On how SN analysis
• Software: PAJEK or Sociogram or FAS.at
OneSite, UCINET 6
Exercise
• List 40 contacts
– Not family
– Describe how you met them