1Social Network Analysis presents an approach to analyzing different characteristics of a social network; that is, a network consisting of human beings and the connections between them. 2The analysis combines different fields, such as psychology, sociology, and mathematics, by introducing statistical tools to analyze the nature of social structures and phenomena. 3Social Network Analysis requires gathering data from the studied social network via both quantitative and qualitative methods. 4Social Network Analysis has become increasingly important to many organizations, since it introduces a comprehensive method for analyzing and developing the organization based on human relations.
Social Network Analysis is applied in several fields ranging from academic research to enterprise development. In academic research, the analysis has focused on studying universal network characteristics, e.g., patterns, structures, and distances. In enterprises, however, Social Network Analysis is mostly applied to organizational development projects, where a corporation aims to improve its organization by leveraging the strengths of social networks. Social Network Analysis requires theoretical and practical knowledge. It is, therefore, conducted only by experienced professionals, such as university researchers and management consultants.
Social Network Analysis includes its strengths and weaknesses. The analysis provides accurate results, if the inserted raw data is of adequate quality. However, if interviews and questionnaires are not performed professionally, Social Network Analysis can produce misleading results. In addition, the analysis includes assumptions and generalizations concerning social networks, which makes it difficult to respond to the varying needs of different organizations.
Adapted from Talsi, A. (2016). Social Network Analysis. Aalto University. Unpublished document. This work is licensed under a Attribution-NonCommercial-NoDerivatives 4.0 International.