Social Network Analysis

(CSE 4074)
Module -1
CHAPTER 1- INTRODUCTION

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What is Social Network

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What is Social Network

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 What is Social Network Analysis
➢ Social network analysis provides a rich and systematic
means of assessing informal networks by mapping and
analyzing relationships among people, teams or even
entire organizations.

➢ Social network analysis examines the structure of social

relationships in a group to uncover the informal
connections between people.

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 What is Social Network Analysis
The advantage of social network analysis is that, unlike
many other methods, it focuses on interaction (rather
than on individual behavior).

Network analysis allows us to examine how the

configuration of networks influences how individuals and
groups, organizations, or systems function.

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 Why Social Networks?
▪Analysis of these social connections and interactions can help us understand,
- who the important people are in a network,
- what roles a person plays,
- what subgroups of users are highly interconnected,
- how things like news or rumors will spread through a network,
- and how users participate.
▪ A good social network analyst working with social media needs to know how to
analyse the structure of networks, apply sociological principles to understand user
behaviour, and deal with the size, scope, and application of the networks.
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 Why Social Networks?

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Brief History of Social Web
➢ Social network analysis has its theoretical roots in the work of early
sociologists such as Georg Simmel and Émile Durkheim, who
wrote about the importance of studying patterns of relationships
that connect social actors.
➢ In the 1930s Jacob Moreno and Helen Jennings introduced basic
analytical methods. In 1954, John Arundel Barnes started using
the term systematically to denote patterns of ties.

➢ Starting in the 1970s, scholars such as Ronald Burt, Kathleen

Carley, and Harrison White expanded the use of systematic social
network analysis.
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Brief History of Social Web
➢ Since the late 1990s, social network analysis has seen a revival,
driven by sociologists, political scientists, economists, and
researchers like Matthew Jackson, Jon Kleinberg,. This resurgence
was fueled by new data on online and face-to-face networks.

➢ since early in the 20th century to connote complex sets of

relationships between members of social systems at all scales,
from interpersonal to international.

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 Analyzing the social web

➢ Classic social network analysis

studies a network’s structure.
➢ In a social network, a person is
considered a node or vertex, and a
relationship between people
is a link or edge.
➢ When all the people and
relationships are identified, there
are many statistics that can
provide insight into the network.

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 Figure 1: A Sample Network
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 Analyzing the social web

➢ Quantitative measures : This will include measures of a person’s importance, how well connected
the people in the network are, and which people form communities or clusters together.

➢ Qualitative attributes: Tie-Strength, trust, visualization

➢ Network phenomena

➢ A combination of quantitative and qualitative features inform our understanding of propagation, and
another set of analysis techniques is available to study the spread of things through networks.

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 Tools used

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 Tools used

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Four major analysis tools

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Four major analysis tools

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Comparison between tools

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 Websites discussed
➢ Facebook- style social networks to blogging, and including offline social networks drawn from people’s
➢ behavior and even from literature.
➢ Twitter is another dominant website in the social media space, with 200 million active users in 2012. Twitter
is called a microblog. Users post messages that are limited to 140 characters.
➢ Photo-sharing sites are popular, and one is Flickr.
➢ YouTube, which is owned and run by Google, is the most popular video-sharing website. Like Flickr does with
photos, YouTube lets users upload, share, and comment on videos. They can also become friends with other
users.
➢ Social bookmarking sites allow users to share interesting links. They support tagging links, voting them up or
down to indicate interest.
➢ Pinterest is another social bookmarking site growing in popularity. It is visual, where users share photos that
often link back to an originat- ing article.
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 L2- SNA
NODES, EDGES AND NETWORK MEASURES

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 Basics of network Structure

A directed graph is defined as a type of graph where the edges have a direction associated with them.

An undirected graph is a type of graph where the edges have no specified

direction assigned to the them.
 Basics of network Structure Ways of representing directed
graph
Types of graph

Examples
▪ Undirected networks:
coauthorship network, actor network, Facebook friendship
network
▪ Directed networks:
URLs on the www, phone calls, Retweet network

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Representing
Networks(Exercise)
Adjacency List
An adjacency list, also called an edge list, is one of the most basic and frequently used representations of
a network. Each edge in the network is indicated by listing the pair of nodes that are connected.
Representing Networks
Adjacency List
An adjacency list, also called an edge list, is one of the most basic and frequently used representations of
a network. Each edge in the network is indicated by listing the pair of nodes that are connected.
Representing Networks
Adjacency Matrix

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 Basic network structure and properties
• Subnetworks
• Singletons, Dyad, triad
• Cliques
• Clusters
• Egocentric networks
• Paths & Connectedness
• Bridges and hubs

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we could consider the relationship between 2 nodes Even
though they are not connected, that pair of nodes could also
be called a dyad.
 ▪When we are considering a subset of the nodes
and edges in a graph,It is called a subnetwork.
▪Some of the simplest subnetworks are singletons. These
are nodes that have no edges.
▪We also are interested in small groups of nodes. When
looking at two nodes and their relationship, it is called a
dyad,and a group of three nodes is called a triad.
▪Figure2.6 shows a connected dyad between B and C,
and a fully connected triad between D,E, and F.
▪However, we could consider the relationship between A
and B. Eventhough they are not connected, that pair of
nodes could also be called a dyad.

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clique in a social network as a cohesive group of people that are
tightly connected to each other (and not tightly connected to
people outside the group)
 Clique
▪ A group of people who are all strongly connected and tend to talk mostly to one another.
▪ For a graph or subgraph to be a clique, every node must be connected to every other.

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Where is the clique?
LinkedIn is a good example of a social network that uses paths
and path lengths to show how you might connect to other people.
When you look at someone’s profile page, it will calculate the
shortest path from you to them and show you the first person in
that path who might be able to introduce you.
 Egocentric Networks

▪ 1-Degree egocentric network, only shows us the nodes D is connected to. More frequently, we want
to know about the connections between D’s neighbors.
▪ If we want to see only D’s neighbors and their connections, it is called a 1.5-degree egocentric network.
we are not going two full steps away from D in the network. We are going only one step, but then looking
at the connections between those nodes. Often, the central node and its edges are
excluded and only the node’s neighbors and there connections are considered, which helps to make the
graph more readable.
▪ 2-degree egocentric network, includes all of D’s neighbors, their connections to one another,
and all of their neighbors.
▪ Egocentric networks are used to understand nodes and their role in the network.
▪ Egocentric networks are an important tool for network analysis

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 Paths and connectedness
• A path is a walk without passing through the same link more than once (e.g. 1, 2, 5, 4, 3).
• The connections between nodes and measures of their closeness are important network characteristics
▪ A path is a series of nodes that can be traversed following edges between them .
▪ To determine the length of a path, we count the number of edges in it. The path from M to C (Fig.2.7) has a length of 4.
▪ Shortest paths -an important measure in network analysis and are sometimes called geodesic distances.

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 Connectedness
➢ Paths are used to determine a graph property called connectedness.
➢ Two nodes are connected if there is a path between them in the network.
➢ Any path will work and need not be direct edge.
➢ Two nodes in a graph are called connected if there is a path between them in the network.

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 Connected Component or Component
▪ If a graph is not connected,it may have subgraphs that are connected. These are called connected components.
▪ For example, Figure 2.6 includes a three-node connected component,a two-node connected component, and a
singleton.

Singleton,2-node connected component and 3-node

component

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Strongly Connected and Weakly Connected
[Link] directed graphs

▪ A directed graph is strongly

connected if there is a path from
any node to each other node,
and vice versa.

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 Bridges and Hubs
1. Two basic concepts that we can use to identify particularly important
edges and nodes.
2. The first is a bridge- bridge is an edge that connects two otherwise
separate groups of nodes in the network.
3. Formally, a bridge is an edge that, if removed, will increase the
number of connected components in a graph. Fig. 2.7 - the
edge between nodes P and F is a bridge.
4. Hubs are important nodes rather than edges. but the term is
used to refer to the most connected nodes in the network. Fig.
2.7 - node P would be a hub because it has many connections to
other nodes.

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Bridges and Hub

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 Exercise :1

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 Exercise :2

A) How many singletons are there in the network? List

them.
B) What is the largest connected component?
C) Are there any bridges in the network? If so, where are
they?
D) Create an adjacency list for the network.
E) Create an adjacency matrix for the network.

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Exercise 3
1. Identify and draw the 1 degree,1.5 degree and 2 degree egocentric networks with respect to node
H in the subnetwork given below.
2. Identify the bridge and hub(most connected node) in the given subnetwork

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Exercise 4
1. Are there any hubs or bridges in the fig. ? If yes
specify.
2. Is there a singleton?
3. Do you find any Clique in the network? if yes,
mention all of them and identify the largest
clique
4. Draw the 1,1.5, 2-degree egocentric network
for the graph(Consider node “F” )
5. Are they strongly connected? (Y/N)

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