(Deone Zell, CSUN school of business. )

Network principles underlie many concepts. The ability to network is unprecedented.  The transition from the "Organization man" (White, 1956) with the "network Person (Economist, 2006).

Consider the relationship between nodes and links. Every time you add a node you increase to the square of the number of links. (Metcalf's law) Now, add in the six degrees phenomenon and you have a radical skyrocketing in the number of possible connections.

Social Capital - the idea that relationships are more important that the number of nodes.  The value of all social networks and the inclinations that arise from these networks to do things for each other.

Swarm theory/Complexity theory a collection of relatively dumb agents and exhibit behavior that appears adaptive and intentioned.

Wisdom of crowds: A crowd is smarter than an individual when there is
1. Diversity of opinion
2. Independence
3. Decentralization
4. Aggregation

So, it's about Nodes and linkages

What is Social Network Analysis?

Nodes: People, organizations, countries, computers, etc.
Links: relationships and flows between the nodes

Consider an Org chart. It shows work relationships as they are intended to be.

What Social Network Analysis provides is a picture of how work really gets done.

From SNA (sociograms) we can readily identify problems and opportunities to increase knowledge flows between customers, company, vendors, providers, etc.

We can see which people are communicators and connectors and their impact on the organization.

Innovation is inherently social. We can use knowledge gained from these sociograms to organize offices to increase innovations.

Different types of knowledge networks (see slides)


Network Density - actual numbers o connections divided by total possible connections.

Sparse networks:
Dense Networks:
(see slides)

UCINET is the software she is using

Centrality - who is connected to whom?

Betweenness - "Joe is a necessary route" powerful influence. Information broker/mediator or bottleneck

Kite Diagram - helps identify most central person (has most connections) (Palette software used to model)

Importance of asking different types of questions in order to analyze flows

Graphs can have nodes sized based on centrality and betweenness.


Having connections is great, BUT they are only as great as the relationships that bind them.

Trust is multidimensional

Competence - Being an expert in the subject matter I seek

Benevolence - how nice you are

Integrity - can I trust

Slide: Eight profiles of trust

Sorry, she's got great slides but racing at 3 slides per minute....

SNA Question: "Who do you go to for help, to get work done and to advance your careers?"

Key Takeaways

1. SNA is a powerful tool to map the flow of knowledge
2. Density shows us social capital and the potential for innovation
3. Structural position reveals key people and potential blockages
4. trust is key; integrity is essential

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