Understanding

social networks

Cennydd BowlesSenior Information Architect

uSwitch.com

Introduction

Social Graph

Social networking sites

Social networking sites

Social networking sitesPeople, not features

Nothing newPeople, not features

The role of

social networks

Historically:Defined by circumstance

Now:Cultural product choice?

Cultural product choice

Cultural signs

Cultural signs

Cultural signs = identity

Group association = identity

(Lack of identity = bad)

Strong tiesWeak ties

Strong tiesWeak ties

isFriend == 1;

Strong : Emotional

Weak : Informational

Social networks = support

Roles within

social networks

Theory doesn’t work

Measures

Degree centrality

Betweenness

Closeness

Periphery

Network centrality

Interaction in

social networks

1. Communication

2. Identity

3… Monkeys?

3. Social grooming

“Ambient intimacy”

20% communication40% identity formation40% social grooming

How this

affects everyone

Cennydd BowlesSenior Information Architect

uSwitch.com

The network is always there.

“Social Objects”

CommunicationIdentity formationSocial grooming

Consumer

OwnerOwner

Owner

Owner

Owner

Owner

Owner

Owner

Owner

Owner

Thank you!www.cennydd.co.uk

www.twitter.com/cennydd