WHAT IS A NETWORK ?

Its a specific set of linkages among a defined set of persons with the additional property that the characteristics of these linkages as a whole may be used to interpret the social behavior of the persons involved.

Its also a set of nodes, points or locations connected by means of data, voice and video communication for the purpose of exchange.

Book connected. To read

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 betweeness has 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.

Thank You