Monday, July 28, 2008
Social Network Analysis
With the rise of formal and informal networks online, it is getting harder to determine how to contact audiences. Linkedin is a perfect example. The home page claims that more than 25 million professionals now use its service to stay in contact with others.
There are networks upon networks. There is a branch of sociology and mathematics that looks at networking. It is called social network analysis, and it applies a rigor to determining formal and informal connections that doesn't exist in PR. Social network analysis has grown in importance as the internet becomes central to communications. I know little about it, but this essay introduces basic concepts for those unfamiliar with the field. The ideas behind social network analysis are strikingly close to public relations.
The problem with social network analysis is that it is difficult to do. Even simple examples turn complex quickly. However, that is the nature of formal and informal networks. They are complicated, and that is something that is too easly forgotten in PR as we look up media names or consider organizational charts.
This is the 81st essay posted to online-pr.com. As usual, comments are welcome.
There are networks upon networks. There is a branch of sociology and mathematics that looks at networking. It is called social network analysis, and it applies a rigor to determining formal and informal connections that doesn't exist in PR. Social network analysis has grown in importance as the internet becomes central to communications. I know little about it, but this essay introduces basic concepts for those unfamiliar with the field. The ideas behind social network analysis are strikingly close to public relations.
The problem with social network analysis is that it is difficult to do. Even simple examples turn complex quickly. However, that is the nature of formal and informal networks. They are complicated, and that is something that is too easly forgotten in PR as we look up media names or consider organizational charts.
This is the 81st essay posted to online-pr.com. As usual, comments are welcome.
Comments:
SNA can be taught to non-PhDs. We have taught hundreds of consultants, analysts, biz folk.
It has its complexities but it is not brain surgery.
See our blog for many easy examples of SNA in business.
It has its complexities but it is not brain surgery.
See our blog for many easy examples of SNA in business.
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