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Social Networks
Abhimanyu Dhamija
Munish Minia
Abhishek Kumar
Priyank Sharma
Outline
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Introduction
Origin of Social Networks
Social Network Analysis
Types of Social Networks
References
What is social
network?
• Wikipedia definition-A social network is a social
structure made of individuals (or organizations)
called "nodes," which are tied (connected) by one or
more specific types of interdependency, such as
friendship, kinship, financial exchange, dislike or
relationships of beliefs, knowledge or prestige.
• Social networking is the grouping of individuals into
specific groups, like small rural communities or a
neighborhood subdivision, if you will.
Social Networks
• Not a new concept, (6 degrees of separation)
• Ramsey theorem-At any party with at least six
people, there are three people who are all either
mutual acquaintances or mutual strangers
• People typically maintain 10-20 close relationships
among thousands of acquaintances
• Metcalf’s Law – value of a network increases n2 to #
of participants
– Not exactly, but in theory.
– Dependent upon interaction model
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• Social networking is away to connect on your
friends online.
• The sites are non-restricted so anyone can
gain access to it.
• Once gained access to asocial networking
site, you can begin to socialize.
• Most popular social networking sites:
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Twitter:
One of the fastest-growing network
Follow people with whom you’re interested in.
Great for asking questions.
Face book:
Uploaded pictures, videos and play games.
Chatting in private or an open discussion.
Online social
networking
• Social sites commonly used.
• Online community of internet users
• Common interests in hobbies, religion, or
politics.
• Socialize on sites by reading the profile
pages of other members and possibly even
contacting them.
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Flickr:
• Less socializing on this site.
• Upload and share any pictures for others to
see.
Linked In:
• contacting and
colleagues.
keeping
in
touch
with
your
• Contact people who are a friend of afriend,or
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• a friend of afriend of afriend of afriend of
afriend of afriend of afriend of afriend of
afriend ,and so .
Google+:
• Separate your friends from your colleagues.
• You can post something that your friend can
see, but your colleagues cannot.
Origin of social
sites
• Social network sites (SNSs) such Friendster,
CyWorld, and MySpace allow individuals to present
themselves, articulate their social networks, and
establish or maintain connections with others.
• These sites can be oriented towards work-related
contexts (e.g., LinkedIn.com), romantic relationship
initiation (the original goal of Friendster.com),
connecting those with shared interests such as
music or politics (e.g., MySpace.com), or the college
student population (the original incarnation of
Facebook.com).
Popular social
networking sites
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Personal sites-Myspace,orkut,Cyworld
Professional/work related-LinkedIn
Romantic relationship initiation-friendster
Microblogging-Twitter
Music-last.fm
Movies-flickster
Photos/pictures-flickr
Social Network
Analysis
We measure Social Network in 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. Betweenness Centrality: A node with high betweenness
has great influence over what flows in the network
indicating important links and single point of failure.
3. Closeness CentralityThe degree an individual is near
all other individuals in a network (directly or
indirectly). It reflects the ability to access
information through the network .
Why internet is
popular mean for
social networking
• The Internet is powerful because it bridges distance
at a low cost
• When people first meet online they tend to “like”
each other more
• Less stressful than face-to-face meeting
• Superficialities aside people focus on
communicating their “selves”
Social network
as a graph
• Nodes: A Unit That Possibly is Connected
• Individuals, Households, Workgroups ,
Organizations, States
• Relationships (A Specific Type of
Connection)
• A “Role Relationship”
• Gives Emotional Support
• Links Web Page
Social network
as a graph(conti.)
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Ties (Contain One or More Relationships)
Friendship (with possibly many relationships)
Affiliations (Person – Organization)
Works for IBM; ACM Member; Football Team
One-Mode, Two-Mode Networks
An example of a social
Network diagram. The
node with the highest
Betweenness centrality
is marked in yellow.
A Network is
More Than The
Sum of Its Ties
• A Network Consists of One or More Nodes Could be
Persons, Organizations, Groups, Nations, Web Connected
by One or More Ties
• Could be One or More Relationships That Form Distinct,
Analyzable Patterns
• Can Study Patterns of Relationships OR Ties
• Emergent Properties
Types of social
networkers
• Alpha Socialites – (a minority) people who
used sites in intense short bursts to flirt, meet
new people, and be entertained.
• Attention Seekers – (some) people who
craved attention and comments from others,
often by posting photos and customizing their
profiles.
• Followers – (many) people who joined sites to
keep up with what their peers were doing.
Types of social
networkers(conti.)
Faithfuls – (many) people who typically used
social networking sites to rekindle old
friendships, often from school or university.
• Functionals – (a minority) people who tended
to be single-minded in using sites for a
particular purpose.
Source: Ofcom Social Networking Sites
research, September-October 2007
Privacy concerns
• Social networking sites provide privacy options but
users are generally unaware or tend to ignore such
concerns
• Stalkers, terrorists, ill-doers, con-artists could
benefit from such issues
• Recent scandals-England :MI-6’s director’s wife
puts up photos of family on facebook.
• Facebook’s controversial decision to make visible
relationship actions to entire social group
Advantage and
Disadvantage
• Social networking is the grouping of individuals
into specific groups.
• Is the practice of expanding the number of
one’s business and/or social contacts by
making connections through individuals?.
Advantages:
• Social media is instant:
Once upon a time announcements and press
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releases took several days to get the
word(out there).now one can share business
announcements in minutes with the simple
click of button-and things can go viral within
hours .
• One can meet new people:
Social networking site are the perfect spot to
meet new people online. with the help of
advanced search tools on can find users who
have the same interests he/she do and that
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can be the starting point a great friendship
and/or relationship. Many people meet online
and then establish a relationship in real life.
• Friends:
It has never been easier to make friends than
it is right now, mainly thanks to social
networking sites, it has become easier to
make friends ,building new/ old friendships.
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• Speedy communication:
Our time is being stretched thinner and
thinner by work, but social networking sites
offer a chance to communicate in speedy
and efficient manner. Writing an update for
Twitter takes all of 20 seconds and that
update reaches everyone we want it to reach
in an instants.
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• Get feedback:
One can use social networking to get
feedback on ideas immediately, or to ask
questions and get answers quickly.
If one is developing a product, one can
bounce it off your friends and social
networking contacts and find out what they
think about it.
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• Get answers in real time:
Once can easily ask questions and receive
answers in near-real-times, if once contacts
know the answer or if one is a student in
touch with teachers. This can prove useful for
many of us.
• It can increase sales:
Not just because one is getting company
name out there – research shows two thirds
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of people under 40 consult social media to
check out testimonials, trustworthiness and
reviews. Social networking can generate
some great testimonials for your business.
Social network is also a good place for
advertisement.
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– Share your experients (music, video etc.)
– - Keeping contact with family, friends and
colleagues
– - Sharing interests and hobbies
– Exchange with people around the world
– Employees are searched by companies
(good profile)
– Can play games
Disadvantages
– Photos, comments etc. that we post will be
forever on the Internet
– Private is suddenly no longer private
– Will be accessible to the general public
- We spend a lot of time on PCs
- Cases of online mobbing (Cybermobbing) and
stalking
- Poorly regulated
- Name, location, age etc. can be used to commit
online crimes
• Gives People a License to be Hurtful
“I do think it has gotten to an extreme point where you
can say things you can’t say or get away with in
person.”
• Reduces Family Closeness
“Texting, Facebook, Twitter, and Gmail alienate us
from our families more than we actually think it
does…. When my family is spending family time
together and watching a movie, in reality my brother
and I are on our phones rather than actually
watching the movie with our parents
Risks of a social
networks
– Cybercriminals can easily get
– private data
– Targeted attacks against the users
– For example: personalized spam and
phishing attacks
– Hacker infect the computers of users with
viruses
– try to lure recipients with newsletters etc. to
websites
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– viruses and trojans are deposited on
websites
– potential employers might find information
about you that is not appropiate (photos
etc.)
Thank You for your Patience
References
• www.ischool.utexas.edu/~i385q/archive/shar
ma_social_networks.ppt
• http://www.pr.com/pressrelease/214190cs.nyu.edu/~jchen/socialnetw
orks.ppt
• http://en.wikipedia.org/wiki/Social_network
• http://www.forrester.com
References
• http://en.wikipedia.org/wiki/List_of_social_netw
orking_websites
• https://tribeca.db.toronto.edu/seminar/social/att
achment/wiki/Schedule/social-networks-forcs.pdf?format=raw
• http://en.wikipedia.org/wiki/List_of_social_netw
orking_websites