Network Analysis Diffusion Networks

Social Network Philosophy Social structure is visible in an anthill Movements & contacts one sees are not random but patterned The structure is visible if we had a sufficiently remote vantage point If one could get far enough away from it human life would become pure pattern

Network analysis Is based on intuitive notion that patterns are important features of lives of individuals who display them Analysts believe that how an individual lives depends in large part on how that individual is tied into the larger web of social connections Success or failure of societies and organizations often depends on the patterning of their internal structure

Network approach (1) is guided by formal theory organized in mathematical terms, and (2) is grounded in systematic analysis of empirical data With use of graph theory in 70s and availability of powerful computers study of social networks took off as an interdisciplinary specialty Applications in organizational behavior, inter- organizational relations, spread of contagious diseases, mental health, social support, diffusion of information and animal social organization

Network Maps-As is Picture Provide a revealing snapshot of a ecosystem at a particular point in time R. Qs What are the right connected people? Who are playing leadership roles ? Who is not, but should be? Who are experts in planning & practice? Who are innovators? Are ideas shared and acted upon?

Nodes and Links Nodes can be people, groups or organizations Links can show relationships, flows, or transactions and can be directional Excellent tool for visually tracking your ties and designing strategies to create new connections

What does a vibrant, effective network look like? Examples: People in organizations, routers on the Internet, cells in a nervous system, molecules in protein interactions, animals in an ecosystem, and pages on the WWW All organized in efficient network structures that have similar properties

Patterns of effective networks 1. Birds of a feather flock together - nodes link together because of common attributes, goals 2. Diversity is important. Though clusters form around common attributes and goals, vibrant networks maintain connections to diverse nodes and clusters Diversity of connections is required to maximize innovation in the network

Robust networks 3. Have several paths between any two nodes. If some nodes or links are damaged or removed, other pathways exist for uninterrupted information flow 4. Some nodes are more prominent than others – they are hubs, brokers, or boundary spanners

Connections 5. Most nodes in the network are connected by an indirect link in the network e.g., A-B-C-D shows a direct link between A and B, but indirect links between A and C and A and D.

Scattered Fragments

Network Weaver The weaver has vision, energy, and social skills to connect to diverse individuals and groups and start information flowing to and from them Weavers have external links outside of community to bring in information and ideas

Network weaver

Weaver’s work Initially a network weaver forms relationships with each of the small clusters During this phase a weaver is learning about each individual or small cluster – discovering what they know and what they need If the weaver fails or leaves then it is fragmented

Clusters Are networked connections that connect various individuals, organizations and hubs loosely

Strength of Weak Ties Weak ties are connections that are not as frequent, intense, as strong network ties that form the backbone of a network Strong ties are usually found within a network cluster, while weak ties are found between clusters As clusters begin to connect to each other, the first bridging links are usually weak ties Over time weak ties may bridge more clusters

Multi-hub network

Core/periphery Network