Steve Borgatti - Social network analysis is basically the study of how people are connected
Steve Borgatti - Social network analysis is basically the study of how people are connected

to each other. We study is the set of relations among a set of entities, could be an organization,
to each other. We study is the set of relations among a set of entities, could be an organization,

it could be a country, it could be a school. What we do is we map them and then construct
it could be a country, it could be a school. What we do is we map them and then construct

metrics to try to characterize like, “What is the structure of that network?” and try
metrics to try to characterize like, “What is the structure of that network?” and try

to figure out why does it have the structure that it does. And we also look at the individual
to figure out why does it have the structure that it does. And we also look at the individual

and see, “So where is that individual located in that structure?”
and see, “So where is that individual located in that structure?”

It’s hard to find something that is not organized as a network. If you’re trying
It’s hard to find something that is not organized as a network. If you’re trying

to understand something about the world around you, you kinda have to learn something about
to understand something about the world around you, you kinda have to learn something about

networks. They sort of act like pipes and through a network things can flow from person
networks. They sort of act like pipes and through a network things can flow from person

to person. Particularly in organizations, which is what I study, it’s how things get
to person. Particularly in organizations, which is what I study, it’s how things get

done. It’s how work gets done. It’s how we coordinate you know the 370,000 people
done. It’s how work gets done. It’s how we coordinate you know the 370,000 people

that work for IBM. How do they all work together to get something done? It’s through formal
that work for IBM. How do they all work together to get something done? It’s through formal

and informal networks.
and informal networks.

I mostly study centrality, which is the concept of the advantage that accrues to a node by
I mostly study centrality, which is the concept of the advantage that accrues to a node by

virtue of its position in the network. So some nods are more central and there’s certain
virtue of its position in the network. So some nods are more central and there’s certain

advantages to that. So for example, one way in which you could be central is that you’re
advantages to that. So for example, one way in which you could be central is that you’re

not far from everybody else in the network, there are few steps in between.
not far from everybody else in the network, there are few steps in between.

People like that tend to hear things faster.
People like that tend to hear things faster.

So if information is flowing through the network, they hear it early
So if information is flowing through the network, they hear it early

when they can take advantage of it. One of the things that central people have
when they can take advantage of it. One of the things that central people have

is that they are connected to lots of different pots, different parts of the network.
is that they are connected to lots of different pots, different parts of the network.

This part over here is talking about certain things, and this part is talking about certain things,
This part over here is talking about certain things, and this part is talking about certain things,

and the person that happens to be connected to both can realize that the problem that
and the person that happens to be connected to both can realize that the problem that

they’ve got has already been solved by that group
they’ve got has already been solved by that group

and they can really provide a lot of value.
and they can really provide a lot of value.

The big data issue. Normally, particularly me, my work is done with surveys. I take 500
The big data issue. Normally, particularly me, my work is done with surveys. I take 500

people and I do a survey, I ask them a bunch of questions and it’s all voluntary. They
people and I do a survey, I ask them a bunch of questions and it’s all voluntary. They

provide the information if they want to, but you can’t do really large groups with that.
provide the information if they want to, but you can’t do really large groups with that.

If you wanted to study the structure of the network of IBM, we’d want to use some other
If you wanted to study the structure of the network of IBM, we’d want to use some other

means like maybe look at the e-mails trafficked that goes from person to person within the
means like maybe look at the e-mails trafficked that goes from person to person within the

organization. Or maybe we’d go to Twitter or something like that, we’re not actually
organization. Or maybe we’d go to Twitter or something like that, we’re not actually

talking to each person and getting each persons permission to do that, so now we’ve got
talking to each person and getting each persons permission to do that, so now we’ve got

some privacy issues. And that’s going to be the case increasingly as we use Facebook
some privacy issues. And that’s going to be the case increasingly as we use Facebook

data, Twitter data, and so on. We’ve got to resolve that. It may not be a legal issue,
data, Twitter data, and so on. We’ve got to resolve that. It may not be a legal issue,

but I think is an ethical issue. Also an issue of getting people to participate. If people
but I think is an ethical issue. Also an issue of getting people to participate. If people

think that their data are being used and we’re not somehow paying them for that kind of data
think that their data are being used and we’re not somehow paying them for that kind of data

or in some way helping them out with it, there’s no reason for them to do it.
or in some way helping them out with it, there’s no reason for them to do it.

About a decade ago, the chair of my department, Dan Brass, made a strategic decision that
About a decade ago, the chair of my department, Dan Brass, made a strategic decision that

we were going to be excellent and we were going to be excellent in social networks and
we were going to be excellent and we were going to be excellent in social networks and

management. He started to bring some really good minds developed a really great concentration
management. He started to bring some really good minds developed a really great concentration

and that’s why I came. I was at Boston College and I came here because I couldn’t resist
and that’s why I came. I was at Boston College and I came here because I couldn’t resist

the idea of a management department that was focused on social networks. And it’s been
the idea of a management department that was focused on social networks. And it’s been

a fantastic decision because the moment I came here my productivity went up. The College
a fantastic decision because the moment I came here my productivity went up. The College

of Public Health has a lot of network people. I’ve seen new hires now in Communication
of Public Health has a lot of network people. I’ve seen new hires now in Communication

and Education. Throughout the campus there’s a lot of interest and having that many people
and Education. Throughout the campus there’s a lot of interest and having that many people

together makes it possible to do things that you just can’t do otherwise. We created
together makes it possible to do things that you just can’t do otherwise. We created

the LINKS Center for Social Network Analysis, and one of the things that the LINKS Center
the LINKS Center for Social Network Analysis, and one of the things that the LINKS Center

does is that we put on a workshop every year to teach people how to do social network analysis.
does is that we put on a workshop every year to teach people how to do social network analysis.

We have trained now over a thousand people. And we do that with a staff of 28 instructors
We have trained now over a thousand people. And we do that with a staff of 28 instructors

and assistants, and the only way to field that many people is to have this huge concentration
and assistants, and the only way to field that many people is to have this huge concentration

here and have all of our graduate students doing the same thing and all of our faculty.
here and have all of our graduate students doing the same thing and all of our faculty.

So it is an ideal place to do what I’m doing.
So it is an ideal place to do what I’m doing.