Download Overview What is social network analysis (SNA)?

Harnessing the Potential of
Social Networks
The ABCs of using
social network
approaches to
design and
evaluate health &
development
programs
Overview
1. What is social network analysis (SNA)?
2. SNA and intervention design
3. SNA-based intervention planning
4. SNA and monitoring & evaluation
Social network analysis: What is it?
A theoretical perspective applied to research and
programs
• Recognizes that individuals interact with, learn from,
and get information from other people
• Focuses on relationships, not individuals
“Who delivers the message, and in what
interpersonal context, may be just as, if no
more important, than the message itself,
and may result in better, more relevant, and
perhaps more effective programs.”
- Valente & Fosados, 2006
Social Network Analysis: Theory and
Methods
•
Views world as nodes and
connectors
•
Key technique in sociology,
anthropology, biology,
communications,
information science
Network grid
For women, probe on: husband, mother, mother-in-law, cowives
For men, probe on: co-wives, father, male relatives
Entire social network in one village in Bandiagara: Influence
Womens
Mens
Nominated
Size = Influence
Distinguishing characteristics of SNA
Network Analysis
Unit of
analysis
Structure of ties affects
individuals and their
relationships
Determinants Structure and
of behavior
composition of ties
Metrics
Betweeness, centrality,
cohesion, density
Presentation/ Visual representation
analysis
Traditional Analysis
Individuals and their
attributes
Socialization into norms
Characteristics, attitudes,
behaviors
Tables/graphs
Why a social network focus?
• Women and men make
decisions not as individuals but
as actors in a social system.
• Social structures are resources
to diffuse and support
innovations
SOCIETY
COMMUNITY
RELATIONSHIPS
INDIVIDUAL
How do networks support diffusion?
Single
innovator
Social
Support
Social
Learning
Social
Influence
More innovators
Social networks influence diffusion
through….
Social learning
Network members
exchange ideas and
information; and
evaluate the relative
benefits of innovation
Social influence
Network members
follow norms of
gatekeepers to gain
approval and avoid
conflict.
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Networks and Adoption
Adoption is higher when an
individual is:
- Highly interconnected
- Centrally located in their
network
- In a network with others
who support and
practice the innovation
- In an open network that
supports exposure to
new ideas
Overview
1. What is social network analysis (SNA)?
2. SNA and intervention design
3. SNA-based intervention planning
4. SNA and monitoring & evaluation
How do SN interventions differ from
conventional outreach approaches?
•
Focused on changing flow of information and
social influence, rather than on individual
behavior
•
Address social norms rather than practices
•
Work through informal as well as formal leaders
to diffuse change through networks
•
Use influencers/connectors to inform, facilitate
comparison, filter conflicting information and
model attitudes/behaviors
Using social networks for learning and
influence
1. Opinion Leaders / Leaders Influents
2. Strategically Targeted Groups / Groupes
Stratégiquement Ciblé
3. Leaders of Established Groups / Leaders des
groupes établis
4. Snowball Approach / Chacun invite trois
5. Bridges and Connectors / Liaison &
connecteurs
6. Rewiring linkages, ties / Reconfiguration de
liens
1. Engaging Opinion Leaders
1. Engaging Opinion Leaders
What it is:
• Working with individuals who have formal
power (religious leaders, clan leaders,
elected officials)
• Work with supporters or transform negative
opinions into positive ones
Considerations:
• Legitimizes innovation
• Role models
• Addressing norms leads to sustainable
change
2. Working with strategically
selected groups
2. Strategically Targeted Groups
What it is:
• Designing an intervention to be implemented
by or within the group
• Example: Field workers lead FP discussions
during water and sanitation committee
meetings
Considerations:
• Information travels easily throughout group
• Builds on existing connections
• Reinforce/support new behaviors
• Changing group norms reduces individual risk
3. Working with Leaders of Established
Groups
3. Leaders of Established Groups
What it is:
• Work with leader of group, who in turn,
coordinates/leads the group intervention
• Example: Leaders of women’s savings and
loans associations trained in FP and asked to
discuss during group meetings
Considerations:
• Depends on leader’s persuasiveness
• Leader may not wish to be “positive deviant”
4. Snowball Approach
4. Snowball Approach
What it is:
• One individual informs/influences/invites
two friends. Those two individuals reach
their friends and so on.
• Example: Chacun invite trois , peer educators
Considerations:
• Effective in reaching “hard-to-reach” groups
• Participants “own” intervention
• Model positive “deviant” behavior
5. Activating & Supporting Bridges
and Connectors
What it is:
• Intervene through individuals who interact
with two or more unconnected groups
• Create or break bridge ties to strengthen or
weaken information diffusion
• Example: CBD workers bridges clinics and
clients, mothers-in-law bridge FP information
to daughter-in-law
Considerations:
• Can diffuse information between groups
• Bridge persons can be bottlenecks
6. Rewiring Linkages or Ties
6. Rewiring Linkages or Ties
What it is:
• Purposely connecting individuals who would
otherwise not interact with each other
• Example: creating elder learning groups to
connect women elders; connecting MOH staff
in different technical areas by rearranging
office space
Considerations:
• Strengthens communication flow
• Difficult to purposively change current
network
Application of SNA: Study and Plan
Assess
Program design:
Who
Program design:
What
Program
Monitoring
 Determine who has most risk
 Learn who is marginalized and how to reach them
 Identify leaders, alternative role models.
advocates
 Identify who people feel comfortable talking with
 Identify cliques





Identify information sources and flow
Assess quality of communication
Assess how information flows
Map community changes
Track coverage
Application of SNA: Act
Strengthen relationships and
communication
• Map networks and create
linkages to services
• Develop referral systems
Build community support
•
Build support for and
incorporate marginalized
Social Networks in Action: Youth Peer
Program
Provide multiple role models and ensure
diffusion throughout the network
Selection of peer leaders
− with highest # of nomination
− who represent cliques
− who are bridges
Social Networks in Action:
NGO/AIDS and Youth Networks
Map NGOs
•
who they reach, services, activities
Assessment
•
•
•
Reliance on central coordinating bodies
Need to decentralize to smaller sub-networks
Few youth/minority serving organizations
Strategy:
•
•
Build networks of youth organizations beyond NGO/AIDS
Pull from periphery to greater influence
Overview
1. What is social network analysis (SNA)?
2. SNA and intervention design
3. SNA-based intervention planning
4. SNA and monitoring & evaluation
Project TJ Example:
Process for designing SN interventions
1. Formative research
identifies structure of
social networks and FP
attitudes of network
members
2. Visioning exercise
3.
Define intervention
goals and objectives
How will the community be
different as a result of this
program?
What will you see and hear
as you walk through the
community in five years?
Design Process (cont.)
4. Develop criteria for selecting SN intervention
•
Example: scalable, build on existing networks,
gender perspective, potential for sustained change
5. Brainstorm interventions (using resources such as
research results, selection criteria, taxonomy of SN
approaches)
• Identify problem to address (e.g. male opposition)
• Brainstorm SN intervention approaches
• Prioritize/select intervention(s)
6. Obtain input from broader group of stakeholders
Tool: Social Network Design Grid
Problem: FP use among newly married couples considered
unacceptable
Who will
influence?
Mothers-inlaw
Who will be
influenced?
What activities?
• Daughters-in- Teas with mothers-in-laws
law
• Sons
Activity-based discussions
facilitated by animators
SN
approach(es)
Snowball
MILs talk with others
Grin
members via
social leader
MOH
supervisors
and CHWs
• Grin
members
• Their wives
• Other male
friends
Animators catalyze reflective
dialogs with grin leaders
Informal leaders
of groups
Request to talk with others
Snowball
• Male social
groups
CHWs visit grins and give
clinic tour
Reconfiguring
networks
Overview
1. What is social network analysis (SNA)?
2. SNA and intervention design
3. SNA-based intervention planning
4. SNA and monitoring & evaluation
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Theoretical considerations for
measuring innovation diffusion
• Need to monitor implementation
and change at multiple levels
• Theory of change draws from:
• Individual behavior change models
(Health Belief Model, Transtheoretical)
• Ecological models
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Social network approaches to
monitoring and evaluation
Monitoring
Methods
 Include process
indicators related to
networks
•
Ego-centric mapping
conducted with a
representative sample
generalizable to entire
population
•
Measure changes in
network structure and
member attitudes
Socio-centric network mapping
1. Explains how
information and
influence diffuse
through entire
network
2. Guides development
of interventions to
harness social learning
and influence
Ego-centered network mapping
1. Measures the effect
of interventions on
individual
knowledge, attitudes
and practices
2. Identifies changes in
the way information
and influence diffuse
3. representative
sample generalizable
to entire population
Illustrative Outcome Indicators
Network
properties
Social factors
Community
catalyzing
capacity
Individual
changes
Flow of
fertility/FP info
through network
partners
Perception that
husband and
network partners
support FP
Ownership/
participation
among members
to interventions
Use of FP
services
Mean/% of
network
Couple
communication
(index score)
% of members
with favorable
attitudes
Men/women with
unmet need
Size and
composition of
women’s
network
Woman/couple
efficacy for FP
use
Cohesive social
network
supporting FP
use
Proportion of
segments p/year
with met need
for effective FP
% who report
network partners
use FP
Method
continuation
http://tinyurl.com/terikunda-jekulu
Rebecka Lundgren: [email protected]
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