SMA Exp 6

PRAMOD BANDGAR(02)
OMKAR BOLKE(03)
RAVI CHAUDHARY(06)
TANMAY GONJI (15)
 Importance in Business
1. Understanding Relationships: Businesses operate within complex networks of relationships.
SNA helps to map and understand these relationships between individuals, teams,
departments, customers, suppliers, and other stakeholders.

2. Improving Collaboration: By analyzing social networks, businesses can identify collaboration

gaps and opportunities. SNA can reveal clusters of individuals or teams that are highly
connected internally but less connected with other parts of the organization.
 Social Network Structure
Social network structure refers to the pattern of connections or relationships among individuals
or entities within a social network. Understanding the structure of a social network is crucial for
analyzing its dynamics, identifying key players, and predicting how information, resources, or
influence flow through the network.

Types of structures

• Centralized: A few nodes have a disproportionate number of connections.

• Decentralized: Nodes are relatively evenly distributed, lacking a single central authority.

• Hybrid: Combination of centralized and decentralized elements.

 Centrality
Centrality in social network analysis refers to the importance or prominence of a node within a
network. It quantifies the extent to which a node is positioned centrally and plays a crucial role
in communication, information flow, or influence diffusion within the network. Centrality
measures help identify key nodes that are influential, well-connected, or strategically located,
thus providing insights into the structure and dynamics of social networks.
 Degree Centrality
Degree centrality is the simplest and most straightforward centrality measure. It is defined as the
number of connections or edges that a node has in the network. Nodes with high degree centrality are
highly connected to other nodes and often serve as hubs in the network. Degree centrality is useful for
identifying popular or well-connected nodes but may not capture the importance of nodes beyond
their immediate connections.
 Betweenness Centrality
Betweenness centrality measures the extent to which a node lies on the shortest paths between other pairs
of nodes in the network. It quantifies the node's role as a mediator or bridge between different parts of the
network. Nodes with high betweenness centrality act as brokers or gatekeepers, controlling the flow of
information between different groups or clusters in the network. Betweenness centrality is useful for
identifying nodes that play crucial roles in connecting otherwise disconnected parts of the network.
 Closeness Centrality
Closeness centrality measures how close a node is to all other nodes in the network. It is calculated as
the inverse of the sum of the shortest path lengths from the node to all other nodes in the network.
Nodes with high closeness centrality are well-positioned to quickly interact with other nodes in the
network and can efficiently spread information or influence. Closeness centrality is particularly useful
for identifying nodes that can rapidly disseminate information or exert influence across the network.
 Eigenvector Centrality
Eigenvector centrality measures the influence of a node based on the connections of its neighbors. It
assigns higher centrality scores to nodes connected to other nodes with high centrality scores. Nodes
with high eigenvector centrality are not only well-connected but are also connected to other highly
influential nodes. Eigenvector centrality captures the idea that a node's importance depends not only
on its direct connections but also on the importance of its neighbors.
 Tools Used
➢Netlytic: Netlytic is a web-based platform for automated text and social network analysis. It allows
users to analyze online conversations, such as social media data, discussion forums, and surveys,
to uncover patterns, trends, and insights.

➢Majestic: Majestic is an SEO (Search Engine Optimization) tool that provides insights into website
link profiles and backlink data. It offers a comprehensive database of backlinks, allowing users to
analyze link popularity, anchor text usage, and domain authority.

➢Python: Python is a high-level programming language known for its simplicity, readability, and
versatility. It is widely used for various applications, including web development, data analysis,
machine learning, and automation.
Majestic
Majestic
Majestic
Majestic
Majestic
Majestic
Netlytic
Netlytic: Text Analysis
Netlytic: Total Degree
Netlytic: Links
Netlytic: Indegree
Netlytic: Outdegree
Python