Social Network Analysis

Open Elective IV

Presented by : Ms. Drashti S.

 Syllabus

Lecture No. Content Duration(Hrs) Self-Study (Hrs)

1 Introduction to Semantic Web 1 1

2 The Social Web- Social Network analysis 1 1

3 Development of Social Network Analysis 1 1

4 The concepts and measures in network analysis 2 2

5 Blogs and online communities 1 1

6 Web-based networks 1 1

7 Applications of Social Network Analysis 1 1

8 Advantages and disadvantages in social networks. 1 1

 Lecture 1 - Semantic Web

- Introduction
- Need
- Technologies
 Introduction to Semantic Web
• The Semantic Web is a vision about an extension of the existing World Wide Web,
which provides software programs with machine-interpretable metadata of the
published information and data.
• In other words, we add further data descriptors to otherwise existing content and data
on the Web.
• As a result, computers are able to make meaningful interpretations similar to the way
humans process information to achieve their goals.
 Introduction to Semantic Web
• The ultimate ambition of the Semantic Web, as its founder Tim Berners-Lee sees it,
is to enable computers to better manipulate information on our behalf.
• He further explains that, in the context of the Semantic Web, the word “semantic”
indicates machine-processable or what a machine is able to do with the data.
Whereas “web” conveys the idea of a navigable space of interconnected objects with
mappings from URIs to resources.
 Semantic Web - Need
• The Semantic Web leads to smarter, more effortless customer experiences by giving
content the ability to understand and present itself in the most useful forms matched
to a customer’s need.
• Semantic standards unlock a crucial evolution of the web towards intelligence that
allows the content we post online to be presented in a way that can be understood,
connected, and remixed by machines.
 Semantic Web - Technologies
1. Resource Description Framework

• Resource Description Framework is a model of statements made about resources and

associated URI. Its statements have a uniform structure of three parts: subject,
predicate, and object.
• Using RDF, the statements can be formulated in a structured manner. This allows
software agents to read as well as act on such statements. The set of statements can
be expressed as a graph or a series of (subject, predicate, object)
Semantic Web - Technologies
 Semantic Web - Technologies
2. Web Ontology Language [OWL]
• This language is a vocabulary extension of RDF and is currently evolving into the
semantic markup language for publishing and sharing ontologies on the World Wide
Web.
• Web Ontology Language facilitates greater machine readability of Web content than
that supported by XML, RDF, and RDFS by providing additional vocabulary along
with formal semantics.
• OWL can be expressed in three sub-languages: OWL Lite, OWL DL, and OWL Full.
 Lecture 1 : Takeaway
Q.1Discuss the important technologies used to develop semantic web.
Q.2 Why it is important to know semantic web analysis?
Q.3 Explain Semantic web in brief.
 Lecture 2 - SNA
- SNA plot
- Introduction
- Need
- A criminal Case study
- An Illustrated example
 SNA - The Plot
• In today’s world of limitless connectivity, multiple devices, unlimited choices,
several individual personas, there is something sublime unifying all of the above.
There is an invisible thread connecting all the dots despite the digital growth
happening every day.
• In other words, we are a part of a network in all stages of our lives, be it a social
network like friends or family, an organization network like an educational
institution or workplace. The networks we are a part of also include a social media
network where we connect with people across the world or even a consumer network
as users of various brands. Thus, networks are all around us.
• The concept of networks and extracting information has untapped potential, be it a
social setting, consumer behavior, health management, education, politics. This can
be summarized as how SNA serves our needs.
 SNA - Introduction
• The aim of social network analysis is to understand a community by mapping the
relationships that connect them as a network, and then trying to draw out key
individuals, groups within the network (‘components’), and/or associations between
the individuals.
• A network is simply a number of points (or ‘nodes’) that are connected by links.
Generally in social network analysis, the nodes are people and the links are any
social connection between them – for example, friendship, marital/family ties, or
financial ties.
 SNA - Need
• Social network analysis can provide information about the reach of gangs, the impact
of gangs, and gang activity. The approach may also allow you to identify those who
may be at risk of gang-association and/or being exploited by gangs.
• The science of SNA is not just making its way into the corporate world. It has been
utilised to help experts understand how school students learn, what patterns diseases
follow as they spread, the interactions that lead to romantic relationships, and the
likelihood of an individual becoming a criminal or falling victim to crime.
 A Criminal Social Network Analysis Case study
• The Community Oriented Policing Services division of the US Department of Justice
released a report called Policing the Connected World: Using Social Network
Analysis in Police-Community Partnerships to illustrate the ways that various police
departments are using SNA in their everyday work.
• In one project, the report states that “a focused deterrence framework” was applied to
address group and gang violence.
 A Criminal Social Network Analysis Case study
• “In cooperation with the New Haven Police Department, the US Attorney’s Office,
and local service providers and community members, the research team 1) gathered
group-level information on location, membership, illegal activities, and the
relationships between street groups, and 2) mapped the relationships between these
groups to identify the most violent groups in New Haven, and guide the
implementation of the violence reduction strategy.”

• The mapping of relationships is what SNA is all about. It clearly identifies patterns
that were previously invisible, and in the workplace this can be of great value.
 Illustration of SNA
Consider an example of a project who’s
Manager is William.
William is a great manager, he is best in his
work, he is excellent in his communication
skills and manages all his team mates with
amazing effiency.
 Illustration of SNA

• Suddenly, william realises that his team

mates behave wierdly when he is around.
• He notices that a group of people always
are together while working and few
people remain solo and alone.
• He gets worried, since sub groupism in his
team can lead to adverse effects.

• So he decides to perform a social network

analysis on his team.
 Illustration of SNA
• This is his team. Here he is going
to perform a small analysis based
on their social behavior in the
team.
• Lets go ahead and see what are
the results.
 Illustration of SNA
• Here, william starts collecting the
following data from each of his team
member.
• There is a demo survey sheet
mentioned here.

• The answers are bold marked.

• From the form filled he can create a

socio diagram, mentioned in next
slide.
 Illustration of SNA
• William will create the diagram as
mentioned.
• For all the various parameters like
trust, respect, talk and work he uses
separate colors to create edges.

• Lets see the further diagram ahead.

 Illustration of SNA
• As you see in the graph, Steven is the
one who has got the most incoming
arrows for all the parameters. (Star
team player)
• John and shirly, might have an
informal group called Cliques.
• Samatha is someone whi has got the
most arrows for trust.
• Boris is the one who has just one
arrow that too from only steven. He is
the isolated one.
 Illustration of SNA
• Thus he can conclude as mentioned
from the social network analysis that
he performed.
 Lecture 2 : Takeaway
Q.1 What are Social networks?
Q.2 Why is SNA important?
Q.3 Give any 3 practical uses of SNA.