More about Social Network Mapping
In order to understand social network mapping, we must first understand social networks. A social network is a platform in the physical or digital world where individuals are connected to each other as friends, family, colleagues, people who share common interests or dislikes, belief, faith, social status, or any other such interdependencies. These individuals or actors are termed as nodes and the connections or relationships between the actors are termed as ties.
Social network map also helps researchers spot patterns in different interactions within the network. The influential actors or groups can help facilitate product adoption, information dissemination, information collection, and can provide other valuable support during the lifecycle of a design project. This is possible because social networks operate in a certain way. Whether we zoom in on a household or zoom out to observe the world, social network maps can give a great deal of idea of how conflicts are resolved, decisions are made, and objectives are achieved in the area of focus.
How to create/ analyze a Social network map?
A social network comprises of several nodes and ties. The network can also be used to gauge the value that an individual gets from the social network. In a social network diagram, nodes are represented as dots or points and ties as lines. The shape, size, number of nodes and ties in the social network map can give an idea of how connections are structured within the network. For example, an actor within a small network with fewer nodes and ties is less influential than the one in a larger network. Similarly, a closed network doesn’t facilitate dissemination of information as well as an open network does.
Essentially, the influence that an individual node enjoys depends on how well connected the node is within one network or multiple networks. Another aspect that has come to be used widely in social network mapping is the accurate representation of the nature of relationships or connections between the nodes. For example, a positive relationship can be shown as a plus sign whereas a negative one with a minus.
Additionally, if the product of all the ties in a network is positive, then the network is termed balanced and where the product is negative then it is termed as unbalanced. This is because where the product of relationships is positive, it means that the actors are connected to each other through positive ties and are highly unlikely to change the nature of relationship among each other. Whereas, in the case of an unbalanced network, one negative relationship can influence another relatively weaker tie, and the relationship of different nodes within the network could vary over time.
Researchers use social network theory to examine families, social groups, companies, organizations, and even countries. In the online world, it is possible to take a broader view of the many ways people meet and connect on the Internet.
Stanley Milgram’s experiment and ‘Six degrees of separation’
In 1967, a psychologist by the name of Stanley Milgram conducted a ‘small world’ experiment. In this experiment, a sample group of individuals were asked to pass a message through acquaintances to someone specific. When the results of the experiments were evaluated, it was discovered that the average number of nodes or acquaintances through which the message reached the target someone didn’t exceed six. And, thus, was born the phrase ‘Six Degrees of Separation’.
Advantages of Social network mapping
1. Gather Information
Social network mapping is used by organizations to gather information about different organizations or even from competitors to make a more informed decision in business.
2. Applications
Social network mapping can help organizations, individuals and even countries in gathering information, gauging competition, launching successful campaigns, product launches, enabling user acceptance within an organization as well as online through influencers, and many other applications.
3. Predictive
The success of a strategy or a campaign can be gauged from the balanced or unbalanced nature of social networks. Similarly, a more suitable route to enable success can also be determined to improve the chances of success for a strategy by evaluating the sign of the ties between different nodes on the route.
Disadvantages of Social network mapping
1. The authenticity of actors/ nodes in unbalanced networks
The information gathered from actors in unbalanced nodes can be questionable and it could get difficult for a researcher to separate gossip from authentic data. A psychologist may also be required sometimes in these kinds of research depending on the area of study.
2. Complex
Social network mapping is complex to study and map and requires an experienced researcher.