SNA in a Business/Enterprise Context

 

Having found myself in a position where I am inundated with notifications about the latest, book, research article and tools related to social network analysis (SNA). I decided that it would be good to try and share some of these good resources in a constructive way. With the rapid acceleration of materials and interest in this topic I wondered if I might be able to provide some guide for people like myself learning how to use the network approaches, techniques and tools in a business context.

 

As the field of social network analysis now runs alongside the wider field of what is becoming known as the 'science of networks' it can become quickly quite confusing. The science of networks looks at applying network based analytical and modelling techniques to explore everything from the behaviour of neurons in the brain of a flea to the flow of energy through a national grid system. This branching of network thinking areas of biology, physics, economic, social policy, spread of disease, destabilising terror networks etc, while deeply enriching to the field, makes it increasingly hard to navigate for newbie.

 

Therefore this part of my web site contains a number of books, papers and online resources that I think provide a good food for thought for the application of SNA in a business context. That is the direct application of the thinking, approaches, techniques and tools from SNA to organisational problems.

 

In order to do my bit I will evaluate the all the resources for how appropriate and useful they are for people at different stages development of their networkness.

 

It is my own personal development life cycle (thought up in the five minutes before writing this document) so please do not take it as any kind of recognised classification of expertise within the field J.

 

 

The 5 Ages of Networker

 

The five ages of networker is very crude way of identifying where you current lie in the development of expertise and skills in social network analysis in a business context. It is not about how good you are at networking and making connections through your adeptness at managing interpersonal relations or self-publicity.

NB The focus here is on people wanting to develop competence in conducting their own network analysis and less on those interested in the various network based products and services that are on the market. It does however, look to provide an idea of how people will be better able to understand and evaluate the value and impact of these offerings.

 

Network Newbie: Everyone starts off as a network newbie. This person may have heard a few things about network analysis and the new science of network. Network newbies may understand the whole six-degrees of separation idea and may have read a few articles on the subject, though won't be aware of how to map and measure networks.

 

Net Aware: This is a person who has read quite a few articles on network analysis. Understand how network approaches and thinking could be applied to certain challenges within organisations. However, either through lack of technical skills or lack of opportunity has not done any social network analysis as such.

 

Net Enthusiast: This is a person who has progressed from being Net Aware. This person is able to use network analysis techniques and tools to create basic maps and measures of networks. They have been able to identify areas that network analysis can be applied and know enough about the tools to be able to perform a certain level of analysis.

 

Net Head: As this person has had the opportunity to use network analysis techniques to map and measure a number of different aspects of communication within a number of organisations. They have become comfortable with the various measures used in network analysis and able to diagnose common communication problems and issues.

 

Network Guru: This is a person whose knowledge and expertise in networks extends to a number of domains within the field of networks. They are able to effective train others on how to perform network and interpret the results from network analysis. They are able to use a variety of software tools and methodological approaches to map, measure and model any kind of network.

 

 

List of Resources

 

No.

Details

Who is it For?

Evaluation

Alt

Link

Resource

Type

Cost

Newbie

Aware

Enth

’iast

Net

 Head

Net

 Guru

1

Social Network Analysis: A Handbook , John Scott,
This book outlines both the theoretical basis of network analysis and the key techniques for using it as a research tool.

Book

~£20

 

 

 

X

X

X

X

 

 

 

Newbie: This is not really a book for those looking for an easy introduction to network analysis. If you want to jump right into the measures and methods though this is the book.
Net Aware: Contains a lot of background on the history of SNA. In a small portable book that is easy to pick up and read on the train.
Net Enthusiast: This is a book for those people who want to make the leap from understanding the analytical techniques to be able to use them. Though, doesn't give any direct business context to SNA.
Net Head: Slightly, less appropriate for a Net Head. Probably better sources of information with more application based examples to refer to.

3

 

2

Social Network Analysis : Methods and Applications; Stanley Wasserman, Katherine Faust
This is the bible of the network analyst. It provides one of the most complete guides available for the network analyst.

Book

~£30

 

 

 

 

X

X

X

X

 

 

Newbie: Not for beginners
Net Aware: Heavy on theory and mathematical notation. Will eventually become your first point of reference for all network measures, but not yet.Though, doesn't give any direct business context to SNA.
Net Enthusiast: Still heavy going, but lots of good stuff that makes it worthwhile.
Net Head: This is the best reference source for when you really get into a fix about what measures mean what and how to interpret them.

3

 

3

Introduction to Social Network Analysis; Robert A. Hanneman:
This is the free alternative to books to SNA: A Handbook and SNA: Methods and Application.

PDF

Free

 

 

 

X

X

X

 

 

 

 

Newbie: If your dedicated, well it is free
Net Aware: This is about putting SNA into practice so only if prepared to get into the tools
Net Enthusiast: Great resource, its free download evaluation version of UCINET at the same time and start playing
Net Head: Probably too instructional for a more experienced Net Head.

 

LINK

4

Six Myths About Informal Networks — and How To Overcome Them, Rob Cross, Nitin Nohria and Andrew Parker:
This is one of the best introductions to practical uses of SNA. However, a better investment, if you have to pay for this paper, would be to buy the Book by Cross and Parker

PDF

~$15

X

X

X

X

X

X

 

 

 

 

Newbie: Brilliant for newbies, very well presented view of network thinking
Net Aware: In order to be net aware need to have read either this or Rob Cross and Andrew Parker's book
Net Enthusiast: Makes good arguments for using SNA that you can re-use
Net Head: Might want to go straight to some of the later work by Cross and Parker, or simply pick up there book

7

LINK

5

Making Invisible Work Visible: Using Social Network Analysis to Support Strategic Collaboration (2002), Rob Cross, Steve Boragtti and Andrew Parker:
Good , always quoted but read the free IBM paper instead is my advise. Note now available for free on Steve Borgatti’s website.

PDF

~$7

or

Free

X

X

X

X

X

 

 

 

 

 

Newbie: Simply a Good Read
Net Aware: It is an introduction, most of what you will already know
Net Enthusiast: Nothing here in way of method that you can pinch
Net Head: Likely to be  a bit too basic

7

LINK

 

Free

6

The People Who Make Organizations Go--or Stop (2002), Rob Cross & Larry Prusak:
Brilliant Article helps make networks real for people. This is because it puts role names on to the little dots that appear on the graphs.

PDF

~$7

X

X

X

X

X

X

 

 

 

 

Newbie: Brilliant for newbies, very well presented view of network thinking
Net Aware: In order to be net aware need to have read either this or Rob Cross and Andrew Parker's book
Net Enthusiast: Makes good arguments for using SNA that you can re-use
Net Head: Might want to go straight to some of the later work by Cross and Parker, or simply pick up there book

7

LINK

7

A bird's-eye view: Using social network analysis to improve knowledge creation and sharing(2002) , Rob Cross, Andrew Parker and Steve Borgatti: Read this before you pay any money for any article or book  by Rob Cross. If you don't like then don't buy the book. FYI :I have will be reviewing it shortly

PDF

FREE

X

X

X

X

X

 

 

 

 

 

Newbie: It is the free version of the other Rob Cross articles sponsored by IBM's IKO.
Net Aware: As it is free no argument for anyone not having read this who consider themselves Net Aware
Net Enthusiast: Again makes good arguments but obviously there is a hidden sales pitch.
Net Head: Shame on you if you haven't already read it. If you have Cross & Parker book don't bother though

 

LINK

8

UCINET VI: The number one analytic application for analysts. This application comes with NetDraw visualisation tool, and Pajek and other useful tools. Months free evaluation

Tool

~$250

 

 

 

X

X

X

X

X

X

 

Newbie: Don't go straight for the analysis tools, it will take time to pick up how to use
Net Aware: When ready to make the jump to doing some network analysis for yourself. This will probabley be the tool you use.
Net Enthusiast: At least take the time to try out the evaluation version before buyinig a mor expensive tool.
Net Head: Great tool, good explanations of the procedures. Pajek may offer more power when become more experienced though.
Net Guru : The application keeps getting better and wil always been part of the serious analysts tool kit

 

LINK

9

The Hidden Power of Social Networks: Understanding How Work Really Gets Done in Organizations(2004)
by Rob Cross, Andrew Parker :
A collection of case studies and practical examples for the use of social network analysis as part of understanding business change.

Book

£15

X

X

X

X

X

X

X

 

 

 

Newbie: A really good read for someone new to the use of SNA within business contexts
Net Aware: Although a collection of what can be found elsewhere, borders on being a toolkit for starting network analysis
Net Enthusiast: Bridges a gap understanding and practice
Net Head: Good base material for your own work
Net Guru: Nothing new in hear, ,but nice to have it all in one place for easy reference

 

Link

 

 

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