Social networks: what makes them work? April 28, 2004 IS 208B

Today’s topics 1. Final Exam -- due May Social capital -- an integrating concept? 3. Class evaluation forms – who will return them to Lety in 102 S Hall at 1PM?

The Productivity Paradox Paul Resnick [57] argues that the test of any new technical system is its ability to create social capital. That is, the generation of social capital is the solution to the productivity paradox -- the finding that investment in information systems doesn’t automatically improve the productivity of information workers.

Sociotechnical capital? And, he suggests that declining participation in civic organizations and social activities (Putnam) might be reversed by social capital generated by “sociotechnical capital.” Our readings have been about these issues: 1. How do social networks create social capital? Can online social networks do so? 2. If ICT is to build social capital how must the organization of work and civil society change? What do network organizations teach us?

How SN create social capital. 1. Social capital facilitates information routing. Social networks filter for information quality; note Watts on efficiency of social network search. 2.Social capital a catalyst for exchanges by lowering transaction costs. Example: dating & mating involves valuation of one’s own exchange value and that of the potential partner = social network function to advise and mediate the exchanges.

More… 3. Social capital enables people to give emotional support to each other; trust is a catalyst for exchange of personal information, problem solving. Example: Fischer on personal networks; how well do online services like Friendster build this kind of trust?

More on social capital 4. Social capital enables coordination of independent actions in situations of interdependency. Examples: } network organizations in supply chain relations. } Professional networks -- but how well do professional networking sites work?

Enough said on this… 5. Social capital can help overcome constraints on collective action (free riders use of public goods, tragedy of the commons, social mobilization). How? The question is– what motivates people to participate?

What makes social networks work? [Resnick 62-63] 1. Communication paths established. 2. Shared knowledge -shared narratives, vocabulary, ways of interacting (genre?) 3. Shared values (doctrine?) 4. Collective identity -- sense of belonging to a group, being identified as a member. (NetOrgs) 5. Moral obligations/debts (Net Orgs) 6. Roles and norms of behavior (genre?) 7. Trust - the expectation that others will act in one’s interest, or avoid damaging one’s interest.

Does social software work? 1. Have they successfully created genres that minimize noise, optimizes information -- allowing people to create social nets & social capital? What works? 2. How & when do relationships based upon information exchange mutate into personal nets - - strong or weak ties? Does it require face to face, or strong tie social infrastructure? MeetUpMeetUp. MoveOn. MoveOn. MeetUpMoveOn.