Social network theory

Social network theory
See also
Organizational design models Social network analysis Social capital theory Shared mental models Upper echelons theory Ontological and epistemological Organizational knowledge Burke-Litwin model Case study approach

Social network theory is a branch of sociology which studies the relationships between individuals and groups, and their influence on the behaviour of those individuals. It looks at the way in which individuals are connected to each other and how those connections affect communication, interaction, and the flow of information within a network. It also considers how these relationships can impact the ability of a network to achieve its goals, such as the efficient and effective completion of tasks and the successful implementation of strategies. In the context of management, social network theory can be used to understand the relationships between members of an organization, as well as how these relationships can be leveraged to enhance team performance.

Example of social network theory

• Social network theory can be used to study the relationships between members of an organization. For example, managers can use the theory to identify how their team works together and how their connections can be used to strengthen the team's performance. For instance, managers can use the theory to identify informal networks within the organization that can be used to facilitate communication between different departments or to develop a better understanding of how tasks are completed.
• Social network theory can also be used to understand how different networks of individuals interact with each other. For instance, the theory can be used to study how different communities interact with each other, such as how the members of a certain political party interact with members of other political parties. It can also be used to analyze how different groups of people influence each other, such as how different cultural groups interact with each other and how each group's beliefs and values affect the others.
• Social network theory can also be used to analyze the structure of networks and how they influence the spread of information and influence. For example, it can be used to identify which individuals are most influential in a given network and how the network structure affects who is heard and who is not. This can help organizations better understand how to spread their message or influence others within a network.

When to use social network theory

Social network theory can be used in a variety of ways. It can help to explain the structure and dynamics of an organization, identify key members of the network, identify potential areas of improvement, and inform decision-making. Specifically, social network theory can be used to:

• Identify influential members of a network and how they influence behaviour.
• Analyze the structure and dynamics of a network to identify the flow of information, resources and power within the organization.
• Understand the impact of external factors, such as competition, on the internal networks of an organization.
• Identify potential areas of improvement within a network and identify strategies to address them.
• Analyze how changes in the network structure or dynamics can impact the performance of the organization.
• Inform decision-making by providing a better understanding of the relationships between members of a network.
• Predict the likely outcomes of various strategies and plans.

Types of social network theory concepts

Social network theory encompasses a variety of different concepts, including:

• Social network analysis: This is the use of network analysis to study the structure of social relationships, looking at how they form, the strength of the connections, and the influence of such relationships on individual behaviour.
• Social capital: This is the type of resources that exist within a network, such as access to information, contacts, resources, and influence, which can be used to advance the goals of the network.
• Social influence: This is the ability of individuals to influence the behaviour of others within the network.
• Social contagion: This is the transmission of ideas, beliefs, and behaviours between individuals within a network.
• Network structure: This refers to the overall architecture of the network, including its size, shape, and composition.
• Network dynamics: This is the study of how relationships between individuals within the network can change over time.
• Network resilience: This is the ability of a network to remain operational and effectively respond to changes in its environment.
• Network governance: This is the process of managing the resources and relationships within a network in order to ensure its efficiency and effectiveness.

Steps of building social network

Social network theory can be broken down into four main steps:

• Identifying the network: This initially involves mapping the network by understanding the relationships between its members and how they are connected. It is important to understand how the network is structured, how individuals communicate with each other, and how information flows within the network.
• Analyzing the network: This step involves examining the links between individuals to determine the strength and frequency of interactions, and the type of relationships that exist. It can also involve identifying influential individuals or central members of the network.
• Modeling the network: This involves using mathematical models and algorithms to assess the structure of the network, the efficiency of information flow, and the influence of certain members.
• Optimizing the network: This step entails making improvements to the network structure and connections by, for example, introducing new members or strengthening or weakening existing relationships. This can help to improve the effectiveness of the network.

Advantages of social network theory

Social network theory has a number of advantages that make it an appealing tool for organizational analysis. These include:

• Improved Understanding: Social network theory can help organizations understand their teams, processes, and dynamics better. It can identify relationships between individuals, as well as how those relationships can be leveraged to increase team performance.
• Increased Efficiency: Social network theory can help organizations identify inefficiencies in their processes and workflows, as well as develop strategies to address them. It can also identify opportunities for collaboration and resource-sharing that can help teams work more efficiently.
• Improved Communication: Social network theory can help organizations identify the best paths for communication within a team or organization. It can also help identify and address problems in communication, such as lack of clarity or failure to share information.
• Enhanced Performance: Social network theory can help organizations identify the most effective strategies for achieving their goals. It can also help identify team members who may be struggling and provide support to help them improve their performance.

Limitations of social network theory

Social network theory has several limitations. These include:

• The assumption of homophily, which assumes that individuals within a network are more likely to form connections with those who are similar to them. This limits the ability to explore the impact of diversity and other differences between individuals.
• The tendency to focus on the structure of a network rather than the content or meaning of the relationships within it. This can lead to a lack of understanding of how the network influences the behaviour of its participants.
• The assumption that the relationships within a network are static, when in fact they can be dynamic and changing over time.
• The tendency to view networks as isolated entities, without considering how they are embedded within larger social systems.
• The lack of consideration of power dynamics and politics between individuals, which can significantly impact the flow of information and the ability of a network to achieve its goals.

Other approaches related to social network theory

The list of other approaches related to social network theory includes:

• Network analysis: Network analysis is a method of exploring how people and organizations interact with each other. It seeks to understand how the relationships between members of a network can influence the flow of information, resources, and power within the network.
• Network dynamics: Network dynamics looks at the ways in which networks evolve over time. It explores how changes in the structure of a network can affect how information, resources, and power flow within a network.
• Network visualization: Network visualization is a technique used to visualize the structure of a network. It can be used to identify patterns and trends in the network and to uncover new insights into how the network functions.
• Social network analysis: Social network analysis is a tool used to understand the structure and dynamics of a network. It can be used to identify the most influential members of a network and to identify patterns of communication and interaction between members.

In summary, social network theory is a branch of sociology which studies the relationships between individuals and groups, and their influence on the behaviour of those individuals. Other approaches related to social network theory include network analysis, network dynamics, network visualization, and social network analysis. These approaches can be used to gain insights into the structure and dynamics of a network, and to identify patterns of communication and interaction between members of a network.

Suggested literature

• Liu, W., Sidhu, A., Beacom, A. M., & Valente, T. W. (2017). Social network theory. The international encyclopedia of media effects, 1-12.