1.
Social Network
Theory and
Analysis
(…in 14 Easy
Slides with
The A Team)
Susan Fant
www.susanfant.com / www.castlesandsllc.com
/ www.fernweb.org
These Slides are for Educational Purposes Only – The University of Alabama Marketing Department
MKT597: Digital & Social Media Marketing Fall Semester 2013 (Image: Facebook Data Science)

2.
Social Network Theory
• Two types of network theory (we will analyze)
include: tie formation and social capital
• These theories relate to becoming an
“influencer” which is the future of marketing
and advertising’s recommendation culture
• If you understand network theory, you’ll
understand the premise behind social network
platforms (places) like Facebook, LinkedIn.

3.
Patterns & Relations: Silicon Valley
Social life is created
by relations and the
patterns formed by
these relations.
Traditional View:
Silicon Valley is
created by people
with common edu.
and expertise in a
field.
Source: www.siliconvalleyonline.org

4.
Social Network Theory’s Viewpoint
Social Network Theory’s Viewpoint of Silicon
Valley: Mobility between edu. institutions &
employers create connections between
organizations.
Employees moving from one org to another
bring expertise, knowledge, and connections to
previous coworkers  this creates diverse
sources of knowledge.

5.
Three Approaches to Networks
People in networks share common
attributes: co-members, kinship etc.
• Position Based: people located
together hold formally defined
positions (ex: Disney “cast
member”)
• Event Based: people participated
together in key events (ex:
students taking MKT597)
• Relation Based: role relations (ex:
teacher / student , parent / child)

6.
Example: The A Team
http://www.youtube.com/watch?v=_MVonyVSQoM

7.
I Pity the Fool
(who doesn’t understand social network theory)
• 1972 Commando Unit Wanted for a
Crime they Didn’t Commit
• Escaped from Military Court before Trial
• Now Work Together to Support the
Underdog and to Stay Undercover
Connected in Multiple Ways:
Position Based: Members of the Same Unit
Event Based: Robbed the Bank of Hanoi
Together Under Orders
Relation Based: Roles – work together in the
same undercover group under the direction
of Lt. Col. John “Hannibal” Smith (leader /
follower)

8.
Social Network Analysis
• Social Network Analysis requires an
understanding of how independent people
relate to each other, how people affect each
other’s views and how they interact together.
Examples: spending patterns, the economy,
perceptions, opportunities, technology, joining
clubs or organizations

9.
Granovetter’s Strength
of Weak Ties Theory

10.
Weak Ties & Strong Ties

11.
To Get a Job, Get in the Industry
• The idea around social networks and clusters is to
get a job in a field, start hanging out around
people in that field.
• People get jobs through acquaintances.
– Join institutional clubs, organizations
– Go to conferences
– Meet people both online and offline
• Individual Social Capital: people with
more weak ties are more successful 
they receive more novel information.

12.
What is Novel Information?
You’re looking for information
from people you interact with
infrequently.
Novel Information = new
ideas, highlighting new
products, and discussing
current events.
Online social network
platforms may increase the
spread of novel information.

13.
Facebook & Social Network Theory
• People are more likely to share information from
their strong ties, but because they have more weak
ties – weak tie information is shared more often.
• Information on Facebook is more diverse and novel.
If your weak tie friend shares a company’s status,
picture etc. you’re more likely to see it on your
newsfeed.
• The Bottom Line (for companies): Companies can
access a follower’s weak ties to disseminate
information to attract new followers and “likes.”

14.
Questions?