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How Social Networks Work: Overview of Network Properties

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Pamela Rutledge
Pamela Rutledge

Social networks have fundamental properties that emerge from relationships between nodes. Networks are dynamic and self-organizing, with dramatic changes possible at thresholds. Information spreads through weak ties that connect different networks and groups. As networks grow, they do not follow a normal distribution but rather a power law distribution where a few hubs, or "super nodes", emerge to connect many others through preferences. The new model of communication is many-to-many, with both opportunities and challenges in reaching and strategizing for potential audiences.

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How Social Networks Work Dr. Pamela Rutledge Director Media Psychology Research Center Email: [email_address]
A Knowledge Society
Make It Simple with a System ,[object Object],[object Object]
Fundamental Properties It’s the Relationships that Matter
Fundamental Properties ,[object Object],Collective Behaviors
Fundamental Properties Complex systems are self-organizing
Fundamental Properties Networks are dynamic
Fundamental Properties Dramatic change at thresholds
What’s the first thing that comes to mind when you think about social networks?
 
 
What is a network? ,[object Object],Node Link $
Will the Nodes Be Connected?
The Small World Phenomenon Wow! What a Small World! I can’t believe you know my Aunt Betsy in Des Moines!
The Small World Studies
Who Do You Know… Omaha Boston
Who Do You Know Who Knows… Omaha Boston
What a Small World! Omaha Boston
Six Degrees of Separation ,[object Object],[object Object],2 3 4 5 1 6
Knowing and Connecting 2 3 1 First Order Zone Kevin Bacon and Colin Firth were both in the movie: Where the Truth Lies,1995
A Networked World Your Social Group: Fully Connected Network The Real World: Network of networks
How Information Spreads Weak Tie Weak Tie Weak Connector
Why LinkedIn Works Weak Tie Weak Tie Weak Connector
Thresholds and Tipping Points Number of links Tipping Point Saturation
Finding Your Audience ,[object Object],[object Object]
Power Law Distributions ,[object Object],[object Object],[object Object],Number of Links Number of Web Pages
Preference Premium ,[object Object],[object Object],Super Node
Information Facilitators or Power Law Beneficiaries? Salesmen Mavens or Enthusiasts Connectors
New Rules for Communication Old Model: One-to-Many New Model: Many-to-Many
Access is Easy, Strategy is Hard Potential Audience Your Organization
In a Nutshell ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Try This ,[object Object],[object Object],[object Object],? ? ? ?
[object Object],[object Object],Thanks for listening!

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