Social Network Analysis (SNA) A tool for mapping and assessing social networks
May 14, 2015
Social Network Analysis (SNA)
A tool for mapping and assessing social networks
Social Network Analysis: What is it?
• Social networks are a set of nodes or individuals and links that connect them
• SNA has its roots in sociology, economics, physics and mathematics; took shape in 1930s with organizational theory
Social network analysis in practice
• Software used for performing SNA – UCINET, Netdraw and survey
instruments
• Can determine characteristics of connections – Shape – Type – Measures
How we analyze networks: shapes
How we analyze networks: types
Ego network
Bounded network
How we analyze networks: measures
Node level: Centrality
Network level: Density, Distances
Networks and our lives
Today, with social media tools and technology, we build these networks at a far accelerated rate
SNA can be used across sectors and industries
• Investigative work, uncovering crime rings
• Market segmentation, Research & development
• Epidemiology and patterns of disease transmission
• Social dynamics in
animal behavior
How NGOs and businesses can use SNA in Cambodia
• Improving internal operations
• Knowledge management
• Strength of an association or consortium
• Mapping beneficiaries and channels of information
• Fundraising and marketing activities
• Identifying customer segments as a startup
Case study: SNA in a small Cambodian org
1. Are there sustained and evolving
networks of Sarus alumni and
alumni groups?
2. Does attendance to alumni events
correlate with high connectivity?
3. Which communication channels are most effective for Sarus?
4. What opportunities exist for enhancing connectivity through alumni events?
Key Questions
• Is there data? If not, can I collect it?
• What question(s) am I trying to answer?
Benefits – Exposing patterns – Powerful visual tool – Allows for multiple levels of analysis
Drawbacks – Shouldn’t be a standalone tool, it complements other
assessments – Survey reliability – Only a snapshot in time
Should I use SNA?