SOCIAL NETWORK ANALYSIS

Analysis of Centrality -Finding Most Influential Person in a Social Network

Submitted By -
Ashutosh Kumar Tiwari (1BM15IS012)
Himanshu Ranjan (1BM15IS025)
PROBLEM STATEMENT
If we want to know who is most central in a network, that seems like an easy
question, just count how many people they are linked to, right? But what if they
are only linked to people who are disconnected themselves?

We are addressing this problem of identifying the most influential person in a

Social Network (Facebook Data Here) .
MOTIVATION AND APPLICATIONS

The edges described in the Solution to the problem statement could be of

any form: friendship, collaboration, following or mutual interests. Here,
we specifically study and build our model over Facebook's social network,
with the following areas of motivation:
● General application of friends recommendation to a particular
famous user.
● Predicting hidden links in a social network group formed by terrorists
along with identification of their leaders/ key influencers.
● Targeted marketing of products: Marketing through highly influential
individuals and also identifying plausible customers.
● Suggesting promising interactions or collaborations that have not yet
been identified within an organization.
MEASURES OF CENTRALITY
● Closeness Centrality :
a. Core idea: A central node is one that is close, on average, to
other nodes.
b. Input: Graph and a node
c. Output: value [0,1] after standardization (1 being highly central)
● Betweenness Centrality :
a. Core Idea: A central actor is one that acts as a bridge, broker or
gatekeeper.
b. Input: Graph and a node
c. Output: value [0,1] after normalization (1 being highly central)
● Eigenvector centrality :
a. Core Idea: A central actor is connected to other central actors.
b. Input: Graph
c. Output: value [0,1]
UNDERSTANDING THE PROBLEM

01 Data Acquisition and Learning

02 Representation of Data

03 Development and Explanation

DATA ACQUISITION AND LEARNING

● Acquired from http://snap.stanford.edu/data/egonets-Facebook.html

● This dataset consists of 'circles' (or 'friends lists') from Facebook.
● This anonymized dataset includes node features (profiles), circles, and ego
networks.
● The edges are undirected .
● 10 ego-networks, consisting of 193 circles and 4,039 users.
● Features of various nodes are described in the following format:[Type]:
[Subtype]:attributeName
REPRESENTATION

● In order to represent complex data structure of a graph with various

features attached to each node, python-igraph has been used.
● Dictionary Data Structure is deployed to store the corresponding features
of each node.
● Plotly : Graphing library for making interactive, publication-quality
graphs online.
● A username and an API key has to be used to check the results of the Plot
using Plotly
 DEVELOPMENT AND EXPLANATION

04
LOAD DATASET PLOT THE RELATIONSHIP
Facebook data from the stanford
Website is taken and Loaded Plotting relationships among
into the Notebook. users and Unferring the result

01 03
MEASURE EACH
DEGREE OF NODES
CENTRALITY
To find the nodes that have highest
number of immediate neighbors Performing Analysis for each
(degree)
02 type of centrality
Thank you!

Paper Used : Link prediction in

multiplex online social networks" by
Mahdi Jalili et al