What is Social Network Theory? - 2017
Blog post description.
SOCIAL NETWORKINGONLINE COMMUNITY
Shyam Rao
12/16/201710 min read
1. Background
When I recently post on wall and on my Blog about my recent meeting with Indian Prime Minister on Smart Cities... I have read quite a few comments on the wall... To mention few
"Please share the MoM"
"Looks like photo shop"
"Wow !! amazing HAND WORK"
"Isn't that photo shopped? Remember the clip at the same spot a few weeks ago!!"
"How come your hand has become so fair...."
"what an observation ! "
With due respects of my friend's family's and Colleagues observations. The funniest part is not a single person even looked or commented on the article on Smart Cities which was written just below that.
Please do not misunderstand my statements. You have really made my head rolling What promoted me to write this blog.
2. What Is Social Network Theory
The question "what is social network theory?" is a misleading one. Technically, every interaction between more than two sources becomes a sort of social network - which is why social network analysis software can be used for everything from business organizations to contagious disease control. However, in recent years, with the development of Internet phenomena such as Facebook, social network theory (or SNT, as it is abbreviated) has become more and more focused on the many ways that people interrelate and communicate via the various social networking platforms.
3. So, What is Social Network Theory for the Internet?
Basically, there are two elements in any social network, online or offline: nodes and ties. Nodes are the elements of the network that "act" - whether they are organizations, small groups, or individuals - and ties are the ways these nodes relate to each other. This could be as minor as an email correspondence or as intimate as a marriage.
The fact that these kinds of ties can vary in intensity and importance is just one of the many variables that can factor into social network theory. Often the analysis of a network will involve dots of varying sizes and colors connected by lines of differing lengths and thicknesses. A social network analyst will usually try changing variables and looking at the connections in various ways to discover hidden correlations and trends within the network itself.
3.1. The Power of Connection
One of the defining elements of social network theory that differentiates it from other sociological sciences is the weight it gives to the relationships between the nodes, as opposed to the attributes of the nodes themselves. While this is useful to explain many social phenomena, it is also criticized for making the individual seem less able to shape their own destiny - putting the emphasis on a person's place in the network as opposed to their own attributes. Some have turned this particular idea to their advantage, however. For example, Esther Dyson has posited that her success has less to do with her degree from an Ivy League university and much more to do with the network of contacts she made while she was there.
3.2. Applications of Social Network Theory
As with many aspects of the Internet, the primary focus of much social network theory, outside of academia, is on business applications. Companies are obviously social networks made up of internal social networks, and when you add in business-to-business interactions, the complicated web of connection grows exponentially. At the same time, at their smallest level these connections are made from person to person, so companies can leverage interpersonal relationships to corporate advantage. A CEO that has ignored multiple emails and sales pitches might listen to a golfing buddy, for example, and it is that very phenomenon that social network theory tries to quantify and examine. Other elements that become important for theorists include:
Expectations of privacy
Various issues of identities and anonymity
Accumulation and expenditure of social capital
Effects of social networking on teens
The study of social networks has spread beyond the academic papers produced in universities. The Journal for Computer-Mediated Communications published an entire issue dedicated to social networking theoretical studies. New terminology has also come about, such as the term "groundswell," coined by a 2006 Forrester Research Inc. study which refers to any group of people that uses web technology to form peer-to-peer support networks for the purpose of gaining something - from tangible products to the pure exchange of ideas - from others within the network.
3.3. Other Focuses of Social Network Theory
Business is not the only area affected by the rise of online social networks. There have been both positive and negative impacts on education, entertainment, and even terrorist attacks through social networking tools. A suicide by a teen was related to a false profile on MySpace, for example, and the terrorists who attacked Mumbai, India in 2008 used social networks to coordinate their violence. Just as social networks have become part of everyday life, the theory behind them is a science as interesting as it is essential.
4. Why do people use social media?
The question is an important one to anyone that is developing a social media strategy or hoping to apply the principles of social media to their organizations research process.
Uses and gratification theory provides a useful framework for categorizing the needs that social media satisfies.
A recent study by Whiting and William, interviewed a range of social media users and explored what keeps them coming back to social networks.
Social interaction – social media, not surprisingly, allows people to be social. They meet new people and keep in touch with friends, acquaintances and family.
Information seeking – this refers to the process of finding information about products/services, keeping up to date with real-world social events, and learning new things.
Passing time – social media is a great time killer and can cure boredom whether at home, at school, or in the work place.
Entertainment – games, music and videos are all accessed through social media. Watching the stream of updates from people is also a form of entertainment – whether intentionally humorous or not.
Relaxation – whilst people find others updates humorous, they also find them relaxing. Social media is a way to alleviate stress and escape from reality.
Expression of opinions – expressing thoughts and opinions, criticizing others and blowing off steam (either anonymously or named) is regularly undertaken through social media.
Things to talk about – like the daily newspaper, social media provide subject matter for people to talk and gossip about with others.
Convenience – social media is readily accessible, even more so as mobile devices become ubiquitous. Furthermore, people can talk to several people at the same time.
Sharing information – people can use social media to broadcast things about themselves. By publishing updates, videos and pictures, people market their own personal brand or business.
Knowing about others – social media allows a window into the lives of others. By checking out other profiles, they can be nosey or ‘keep up with the Jones’’.
These elements are a great launch pad for thinking about any activity that involves using social media tools. By designing a platform or strategy that works to gratify the needs above then you will significantly increase engagement in your project.
5. 19 Things Successful People Do On Social Media
They believe.
They share what they had for lunch.
They don’t try to dominate every single social network.
They don’t focus on one social media network.
Social media leaders still use email.
They still believe in SEO.
They are genuine.
They do not send auto DM to all their new followers.
They use hashtags judiciously.
Successful social media users (clearly) don’t believe the hype that prospects aren’t using social media.
They publish more quality, not just quantity.
They understand that one message does not fit all networks
Social media leaders don’t let friends outsource.
They hire interns, but they use them wisely.
Success in social media demands that you get personal.
They know that social media is not free, but earned.
They measure social media.
They know that fan/follower growth is secondary to getting paid.
They believe in their network and leverage it.
6. Five Advantages of Social Networking
6.1. Worldwide Connectivity
No matter if you are searching for that former college roommate, your first grade teacher, or an international friend, there is no easier or faster way to make a connection than via the social network. Although Facebook, Twitter, LinkedIn and MySpace are probably the most well known social networking communities, there are new websites popping up regularly that are dedicated to allowing people to connect and to interact via the Internet. Through such sites, individuals make new friends or business connections or extend their personal base by connecting and interacting with friends of friends and so forth. These connections can help one with a variety of things such as:
Finding romance
Seeking a new job
Locating assistance
Getting and giving product and service referrals
Receiving support from like-minded individuals
Making or receiving advice on career or personal issues
In many ways, social communities are the virtual equivalent of meeting at the general store or at church socials to exchange news and get updated on friends and families. Snail mail pen pals have been replaced by virtual avatars and private messages sent via the social network.
6.2. Commonality of Interest
When you opt to participate in a social network community, you can pick and choose those individuals whose likes and dislikes are similar to yours and build your network around those commonalities. For instance, if you are a chess aficionado or a book lover, you can find and interact with those who share your interest. Because you are connecting digitally instead of having to physically attend meetings, you have the luxury of joining many more groups and communities. You can meet with your friends anytime you have an Internet connection and whenever you find them online.
6.3. Real-Time Information Sharing
Many social networking sites incorporate an instant messaging feature, which means you can exchange information in real-time via a chat. This is a great feature for teachers to use to facilitate classroom discussions. A study by the John D. and Catherine T. MacArthur Foundation shows these networks can be used as effective vehicles for students to pursue self-paced online learning. In addition, the Internet is the ultimate online textbook. Students no longer need to take out six library books at a time. Much of what they need to know they can find online.
School is not the only setting where this type of real-time information sharing can be beneficial. Social networking can provide a tool for managers to utilize in team meetings, for conference organizers to use to update attendees and for business people to use as a means of interacting with clients or prospects.
6.4. Free Advertising
Whether you are non-profit organization who needs to get the word out about your upcoming fundraiser or a business owner marketing a new product or service, there's no better way to get your message in front of millions of people 24/7. The best part is it that you can spread the word through social networking profiles for free. You can promote one product, service or idea or many because you are limited only by the amount of time you wish to invest in the endeavor.
6.5. Increased News Cycle Speed
Social networking has revolutionized the speed of the news cycle. Many news organizations now partner with social networking sites like Twitter, YouTube, and Facebook in order to both collect and share information. One can get a sense of what is going on in the world just by watching trending topics from many of these sites. This has led to the development of a near instantaneous news cycle as millions of social networking updates rapidly spread news and information.
7. Five Disadvantages of Online Social Communities
7.1. Face to Face Connections is Endangered
A huge advantage of these social communities has a reverse side effect that is also a big disadvantage of social networking: they reduce or eliminate face-to-face socialization. Because of the autonomy afforded by the virtual world, individuals are free to create a fantasy persona and can pretend to be someone else.
It is hard to say no, be rude, or ignore someone when you are looking them in the eye. It's incredibly easy and quick to unfriend or unfollow someone or simply block their efforts to make a connection. Just one click of the mouse and your problems are over. Unfortunately, this feature of online socialization cheats people of the opportunity to learn how to resolve conflicts in the world outside the Internet and it could retard or cripple one's social skills developments.
Tweens and teens are at higher risk because those years are when they are learning to interact with others or build and maintain relationships. A report from the National School Boards Association shows that of the children in these age groups that use a social network, 41 percent spend their time posting messages. They are not spending this time in face-to-face interactions with their peers or others nor are they developing the necessary social skills for future success.
7.2. Cyberbullying and Crimes Against Children
Use of social networks can expose individuals to harassment or inappropriate contact from others. Unless parents are diligent to filter the Internet content to which their families are exposed, children could be exposed to pornography or other inappropriate content.
Cyberbullying 2010 report, states that 93 percent of teens aged 12 to 17 use the Internet. Of that 93 percent, 63 percent of them use the Internet daily. Such high usage increases the risk of their being victims of cyberbullying or other cyber-crimes.
7.3. Risks of Fraud or Identity Theft
Whether you like it or not, the information you post on the Internet is available to almost anyone who is clever enough to access it. Most thieves need just a few vital pieces of personal information to make your life a nightmare and if they successfully steal your identity, it could cost you dearly. A report on CNET reveals over 24 million Americans put their personal information at risk by posting it on public sites such as social communities.
7.4. Time Waster
A Nielsen report explains that social networking can be a big waste of time that sucks 17 percent of our Internet time down the non-productivity drain. While it is true that some of that time is likely spent in making and maintaining important business, social or professional connections, it is also true that it is easy to become distracted and end up spending valuable time on games, chats or other non-related activities. Dorie Clark of the Huffington Post reports Facebook users spend about six hours each month on the site, while social networkers spend three times as much time on those communities as they do on other online activities like email.
7.5. Corporate Invasion of Privacy
Social networking invites major corporations to invade your privacy and sell your personal information. Have you ever posted a comment on Facebook, only to notice an advertisement appear with content related to your post? Facebook projects it will earn $3.8 billion in revenue in 2011. That's not bad for a free site. If Facebook and other social networking sites don't charge their members, however, how do they make so much money? They do it by selling the ability to specifically target advertisements. On social networking sites, the website isn't the product, its users are. These sites run algorithms that search for keywords, web browsing habits, and other data stored on your computer or social networking profile and provide you with advertisements targeted specifically to you. At the same time, you may be giving the site permission to share your information with outside sources unless you specifically generate settings that disallow them to do so. Participating in applications like Farmville may also allow outside vendors access to your private information.
8. Are Social Networks Harmful to Society or Not?
Because networking in online social communities is still a relatively young online trend, whether social networking is harmful is still unknown. Like any other type of networking or social club with which individuals become involved, it is a good idea to do your homework and make sure that you know what you are getting into. Understand the terms of use, the rules and regulations, and be clear on issues like security and privacy.
Take responsibility for your own safety and integrity and never join something just because it is trendy or all your friends are doing it. In evaluating the advantages and disadvantages of social networking, it's best to err on the side of caution and information. After all, the lack of both can have a devastating effect.