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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. 10 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 35 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 36 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] 40