1. SOCIAL NETWORK Important
Concepts and
ANALYSIS: BASICS Measures
 Presentation based on Hansen, D., Shneiderman, B., & Smith, M. A. (2011).
Analyzing Social Media Networks with NodeXl: Insights from a Connected
World. New York, NY: Morgan Kaufmann
 Please provide acknowledgement for use as follows:
Kwon, H. (2013). “Social Network Analysis :Basics.” Lecture Presentation.
Arizona State University.

2. For the rest
of the
weeks, go
back to
chapter 3
CHAPTER 3 IS whenever
you have a
IMPORTANT!!! conceptual
question.
Most of
times, this
chapter will
give you an
answer.

3. WHAT IS A SOCIAL NETWORK?
Network: A collection of people (or human
organizations) and their relationships to one
another
Instead of focusing on internal attributes,
social network analysis concerns about the
locations of people in relation to other people.
(E.G. factors determining happiness?)

4. VERTICES AND EDGES
 Vertices (Vertex): nodes, agents, entities, items, etc.
 Attributes: characteristics of each vertex.
 Edges: links, ties, connections, relationships, etc.
(represents relationships such as friendship,
membership, closeness, trade partnership, etc.)
- A Directed Network is based on Directed Edges
(with origin and destination), also called Asymmetric
Network
- A Undirected Network is based on only mutual
relationships (no clear origin and destination), also
called Symmetric Network

5. DATA REPRESENTATION: E.G. WHO IS
YOUR GOOD FRIEND?
Matrix Edge List
Ann Bob Carol Vertex 1 Vertex 2
Ann 0 1 1 Ann Bob
Bob 0 0 0 Ann Carol
Carol 1 0 0 Carol Ann
Which Relationship is Directed (Asymmetric)?
Which Relationship is Undirected (Symmetric)?

6. ISOMORPHISM

7. “NETVIZ NIRVANA”(PAGE 47)
Every vertex is visible.
Every vertex’s degree is countable (i.e. the
number of connections that vertex has with
others)
Every edge can be followed from source to
destination
Clusters and outliers are identifiable.
A bad example is here!