An interactive presentation on social network theory and analysis. Content includes information on tie formation and social capital. Network relations are explained by using the example of The A Team. Granovetter's Strength of Weak Ties Theory (1973) is also covered and weak ties and strong ties are explained. Appropriate application of social network theory to individuals understanding how to best take advantage of social networking platforms to find jobs as well as companies taking advantage of social media platforms to find followers are introduced.

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?