social network analysis (sna) made easy
DESCRIPTION
More than ever, we need to learn how to harness the power of networks to tackle the complex issues we're facing as a society. Here's a quick guide to the basics of social network analysis. Interested? Sign up at http://kumu.ioTRANSCRIPT
SOCIAL NETWORK ANALYSIS( made easy )
happiness is best predicted by the breadth & depth of one’s social connections. - Robert Putnam
WHY NETWORK ANALYSIS?
reason #1The challenges we face are so complex they can’t be solved by any one organization.
The urgency and scale of social problems, coupled with the limited results to date, cry out for new approaches.- Jane Wei-Skillern, Nora Silver and Eric Heitz “Cracking the Network Code”
over 1.5 million
non-profits in the US
Organizations have been the lever through which we try to create social change for far too long. !
We have to bring people together across sectors, from within and outside government, and from all walks of life.
Reason #2Even within organizations, hierarchies aren’t accurate representations of how work actually gets done.
Reason #2Even within organizations, hierarchies aren’t accurate representations of how work actually gets done.
org charts lie!
Information doesn’t flow along organizational hierarchies. !
Networks are a far more accurate picture of how work gets done.
org charts lie!
Reason #3We must understand the
status quo to overcome it.
The status quo is a result of the web of relationships and incentives among stakeholders (including us). !
It’s not that we’re “stuck” — it’s that competing interests provide a balancing effect that resists change.
hi there!Jeff Mohr
Cofounder & CEO of Kumu
Jeff MohrCofounder & CEO of Kumu
my background systems networks social change
So… WHERE can SNA help?
• Identifying change leaders • Breaking down silos • Evaluating progress • Driving innovation
social impactincreasing
• Weaving stronger connections • Bridging across silos • Reducing crime • Improving resilience
stronger communitiesbuilding
ORGANIZATION PERFORMANCE• Promoting effective collaboration • Avoiding burn out • Selecting new leaders • Uncovering informal structures
improving
Great! How do i start?
3 STEPScollect + interpret + act
Step 1COLLECT THE DATA
Data can be collected via survey, pulled from existing data sources or populated via personal knowledge.
surveys Data KnowledgePull from spreadsheets,
CRMs, public data, email traffic, social networks and
more
Surveys ask participants both relational and demographic questions
Use the wisdom in the room to identify stakeholders and
key relationships
• Who do you work with? • Who do you turn to for new ideas? • Who do you turn to for advice? • How does working with this person affect your
energy levels?
Examples of Relational Survey Questions
Examples of DEMOGRAPHIC Survey Questions• What is your age? • What sector do you work in? • What is your job title? • How many years experience do you have?
GREAT RESULTS ARE DRIVEN FROM GReAT QUESTIONs.
GREAT RESULTS ARE DRIVEN FROM GReAT QUESTIONs. !
CHoose WISELY.
And Don’t be afraid to simulate holes in the data.
And Don’t be afraid to simulate holes in the data.just because they didn’t respond doesn’t mean they aren’t part of the network.
Step 2INTERPRET
Metrics provide an unbiased way to interpret relationships. You’ve got a few to choose from…
degree INdegree OUTdegree ties pairs CLOSENESS farness reach betweenness eigenvector katz pagerank percolation cross-clique
Metrics provide an unbiased way to interpret relationships. You’ve got a few to choose from… but we’ll focus on these three for now.
degree INdegree OUTdegree ties pairs CLOSENESS farness reach betweenness eigenvector katz pagerank percolation cross-clique
Understanding the Core Metrics
degree + closeness + betweenness
DegreeIdentifies local connectors and hubs
DegreeIdentifies local connectors and hubs
by counting the number of connections for a given element
DegreeWARNING
Not necessarily the most influential or best connected to the wider network
ClosenessIdentifies those with high visibility about
what’s happening across the network
ClosenessIdentifies those with high visibility about
what’s happening across the network by measuring the distance from one
element to all other elements
These people can quickly spread information (good or bad)
across the network
ClosenessWARNING
Identifies key bridges and those who control the flow of information
Betweenness
Identifies key bridges and those who control the flow of information
by counting the number of times an element lies on the shortest path
between two other elements
Betweenness
These people may be bottlenecks or single points of failure
BetweennessWARNING
Metrics are people too
Metrics are people tooEach one reveals its own personality
let’s Focus on the extremes
two types of overly
CENTRAL people
bottlenecksPlay central role
to maintain information or power advantage
OR people whose jobs have
grown too big
UNSUNG HEROES
Engage selflessly to help the group in ways that
often go unnoticed
people at the
Borders of the network
Share different types of expertise, broker information and connect across geographies
bridges
OUTSIDERSStuck on the periphery
with no idea how to work their way inside
intentionally peripheral
OR
Metrics only get You Started
Use them to identify potential influencers and then validate with common sense
WARNING
Step 3DO SOMETHING
This guy was obsessed with pretty pictures.
This guy was obsessed with pretty pictures. !
You’re better than that.
go beyond the pretty picture and get shit done.
Use strong visualizations, compelling narrative, and convincing arguments
to make your impact.
Use strong visualizations, compelling narrative, and convincing arguments
to make your impact.
Kumu helps you do all threeshameless plug
a few caveats to Network Analysis
• be data-informed, not data-driven • take results with a grain of salt • validate using common sense
let’s recap1. SNA helps tackle complex social problems. 2. Use surveys, data, and local knowledge to build the network. 3. Calculate metrics to identify key players within the network. 4. Apply what you’ve learned to make a difference. 5. Don’t forget to use common sense!
If you want to go quickly, go alone. If you want to go far, go together. - African Proverb
join us at Kumu.io
Jeff Mohr is the cofounder & CEO of Kumu, a web-based platform that gives influencers the tools to track, visualize and leverage relationships to overcome their toughest obstacles. !
Learn more at kumu.io or say hi @kumupowered
Thanks!