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SunBelt XXX Social Networks Conference
                    June 29 - July 04, 2010

The structure of business social network sites:
             the case of Milan IN
                       – preliminary results –



         Ivana Pais – University of Brescia (pais@jus.unibs.it)
    Riccardo De Vita – University of Greenwich (r.devita@gre.ac.uk)
                 Roberto Marmo – University of Pavia



                                             Teaching excellence for over a hundred years
Agenda

   Social network sites: does one structure fit all?


   Empirical setting: the case of Milan In


   Methodology: exploring the data


   Preliminary findings: different levels of analysis


   Discussion and conclusion: the next steps

                                        Teaching excellence for over a hundred years
Theoretical background

   ‘Appropriable social organisations’ vs intentional
    organizations (Coleman, 1990)
   Technological development


   Different forms of Social Network Sites (O’Murchu, Breslin,
    Decker, 2004)
        o Registration-Based vs. Connection Based
        o Social vs. Professional
        o Online vs. Offline
        o …

                                       Teaching excellence for over a hundred years
Research question

   The majority of the studies focused on the understanding
    of the effects of social networks; while the factors that
    generate, sustain and reproduce them partly remain to be
    explored (Smith-Doerr & Powell, 2005).


   Little is known about the specific structure of online
    business social network services.


RQ:     Are different social network sites associated with
        different network structures?

                                        Teaching excellence for over a hundred years
Milan In

   A non-profit association set up in 2005 to allow members
    of LinkedIn living in Milan to physically meet up with each
    other.
   Comparative study:
      o same organization & same actors
      o Linkedin Group Vs Facebook Group



                       4311    505   1357




                                       Teaching excellence for over a hundred years
Method

   Structural Variables: connection on Facebook and
    Linkedin groups  symmetric networks
   Composition variable: gender, education, job title, number
    of connections,...
   Exploratory analysis of several network properties at the
    global and local level
   Software: UCINET 6 (Borgatti, Everett and Freeman,
    2002) and helper applications




                                      Teaching excellence for over a hundred years
Linkedin Group – Members since 2005
…adding the members since 2006
…adding the members since 2007
…adding the members since 2008
…adding the members since 2009
Linkedin Group – Today
Facebook Group
                                                                 Man; Woman




N     Components   Isolates    Density   Centralization      Avg Degree
505       35          33       0.019**      79.0 %              9.43
                   (+1 dyad)
Linkedin Group
                                                               Man; Woman




N     Components   Isolates   Density   Centralization     Avg Degree
505       6           5       0.027**      83.4 %             13.5
Multiplexity




% of ties in the    % of ties in the
Linkedin Group     Facebook Group
    2.00%               2.86%
Clique size




            Overall Clustering Coefficient
Facebook Group             0.584
Linkedin Group             0.494
Identifying relevant actors

       Degree Centrality                         Degree Centrality
Top 5 actors in Linkedin Group            Top 5 actors in Facebook Group
  ID      Facebook     Linkedin              ID        Facebook   Linkedin
 344               0         432             19             406              3
 347               7         260             886            139              7
 276               2         101             620             87              3
 1031              5            91           696             75              2
  16              25            90           497             74          40

                             5 Key Players
                          KPP 2 – Using nodes
                     Facebook Group   Linkedin Group
                          714              344
                           19              16
                          394              321
                          482             1101
                          1236             530
Discussion

   Different network structures are associated with online
    groups built for the same purpose but on different
    platforms
        o Specialization and different behaviour


   Implications for academic debate and for organization
    management


   Need to take a process perspective in analyzing network
    evolution

                                      Teaching excellence for over a hundred years
The next steps…

   Data:
       o Relations  recommendations, physical interaction
       o Attribute data  questionnaire and deeper analysis
   Methodological approach:
       o Longitudinal analysis
   Theoretical perspective:
       o Network structure and organizational development
   Empirical setting:
      o Comparison with other online social networks


                                   Teaching excellence for over a hundred years
The structure of business social network sites:
             the case of Milan IN
                       – preliminary results –



         Ivana Pais – University of Brescia (pais@jus.unibs.it)
    Riccardo De Vita – University of Greenwich (r.devita@gre.ac.uk)
                 Roberto Marmo – University of Pavia



                                             Teaching excellence for over a hundred years

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The structure of business social network sites: the case of MilanIN

  • 1. SunBelt XXX Social Networks Conference June 29 - July 04, 2010 The structure of business social network sites: the case of Milan IN – preliminary results – Ivana Pais – University of Brescia (pais@jus.unibs.it) Riccardo De Vita – University of Greenwich (r.devita@gre.ac.uk) Roberto Marmo – University of Pavia Teaching excellence for over a hundred years
  • 2. Agenda  Social network sites: does one structure fit all?  Empirical setting: the case of Milan In  Methodology: exploring the data  Preliminary findings: different levels of analysis  Discussion and conclusion: the next steps Teaching excellence for over a hundred years
  • 3. Theoretical background  ‘Appropriable social organisations’ vs intentional organizations (Coleman, 1990)  Technological development  Different forms of Social Network Sites (O’Murchu, Breslin, Decker, 2004) o Registration-Based vs. Connection Based o Social vs. Professional o Online vs. Offline o … Teaching excellence for over a hundred years
  • 4. Research question  The majority of the studies focused on the understanding of the effects of social networks; while the factors that generate, sustain and reproduce them partly remain to be explored (Smith-Doerr & Powell, 2005).  Little is known about the specific structure of online business social network services. RQ: Are different social network sites associated with different network structures? Teaching excellence for over a hundred years
  • 5. Milan In  A non-profit association set up in 2005 to allow members of LinkedIn living in Milan to physically meet up with each other.  Comparative study: o same organization & same actors o Linkedin Group Vs Facebook Group 4311 505 1357 Teaching excellence for over a hundred years
  • 6. Method  Structural Variables: connection on Facebook and Linkedin groups  symmetric networks  Composition variable: gender, education, job title, number of connections,...  Exploratory analysis of several network properties at the global and local level  Software: UCINET 6 (Borgatti, Everett and Freeman, 2002) and helper applications Teaching excellence for over a hundred years
  • 7. Linkedin Group – Members since 2005
  • 10. …adding the members since 2008
  • 11. …adding the members since 2009
  • 13. Facebook Group Man; Woman N Components Isolates Density Centralization Avg Degree 505 35 33 0.019** 79.0 % 9.43 (+1 dyad)
  • 14. Linkedin Group Man; Woman N Components Isolates Density Centralization Avg Degree 505 6 5 0.027** 83.4 % 13.5
  • 15. Multiplexity % of ties in the % of ties in the Linkedin Group Facebook Group 2.00% 2.86%
  • 16. Clique size Overall Clustering Coefficient Facebook Group 0.584 Linkedin Group 0.494
  • 17. Identifying relevant actors Degree Centrality Degree Centrality Top 5 actors in Linkedin Group Top 5 actors in Facebook Group ID Facebook Linkedin ID Facebook Linkedin 344 0 432 19 406 3 347 7 260 886 139 7 276 2 101 620 87 3 1031 5 91 696 75 2 16 25 90 497 74 40 5 Key Players KPP 2 – Using nodes Facebook Group Linkedin Group 714 344 19 16 394 321 482 1101 1236 530
  • 18. Discussion  Different network structures are associated with online groups built for the same purpose but on different platforms o Specialization and different behaviour  Implications for academic debate and for organization management  Need to take a process perspective in analyzing network evolution Teaching excellence for over a hundred years
  • 19. The next steps…  Data: o Relations  recommendations, physical interaction o Attribute data  questionnaire and deeper analysis  Methodological approach: o Longitudinal analysis  Theoretical perspective: o Network structure and organizational development  Empirical setting: o Comparison with other online social networks Teaching excellence for over a hundred years
  • 20.
  • 21. The structure of business social network sites: the case of Milan IN – preliminary results – Ivana Pais – University of Brescia (pais@jus.unibs.it) Riccardo De Vita – University of Greenwich (r.devita@gre.ac.uk) Roberto Marmo – University of Pavia Teaching excellence for over a hundred years