156 Chapter 1.13 Social Networking Kevin Curran University of Ulster, UK Paul O’Kane University of Ulster, UK Ryan McGinley University of Ulster, UK Owen Kelly University of Ulster, UK INTRODUCTION point, and the ties, lines of social connectivity (Scott, 2000). It is in man’s nature to form communities, and it is Such social network diagrams can be used to also in his nature to communicate. Psychologists measurethesocialcapitalofindividualnodes/actors: hold that man is moved by instincts, desires which a measurement, or determination of the usefulness can only find full satisfaction in a community and of the network to the actors individually, as it is by communication. Social networking (or network that measurement of usefulness to the individual theory) is not an exact science and may reasonably which not only assesses the social capital of actors, betermedasocialcatalystindiscoveringthemethod but which by extension may shape and expose the in which problems are solved; organisations are very nature of the network as an entity. Loose con- run to the degree in which individuals succeed in nections (weak ties) reflect the greater possibility achieving goals (Freeman, 2004). In the network of openness in the network (Granovetter, 2003). theory, social relationships are discussed in terms This, in turn, is more likely to bring new ideas, of nodes and ties: the former individual actors, the new opportunities, and greater scope for innovation latter, relationships within networks frequently than close networks with many redundant ties. It described diagrammatically where the node is a is clear that “the friendly network” composed of friends already have common knowledge, com- DOI: 10.4018/978-1-60566-014-1.ch177 mon interests, and common opportunities. Better Copyright © 2010, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Social Networking Figure 1. Social networking still, it has access to wider social geographies. material A requires, and supplies A at a mark up Again, the group with links to many networks has sufficient to meet all the transport costs. B is in potentially greater access to other social arenas “comfortable survival,” for as a condition of title and a more extensive field of information, and to financialenhancements in an areaof high unem- thus the individuals, have links to a diversity of ployment.Thisinteractionwhenexaminedwithin networks, as opposed to those within a single the social network characterizes, not only inter- network, and can exercise more power and exact dependence that exists between the companies, more influence by acting as brokers between their but the in-group factor, and however “shocking” own and other networks not directly linked. This a statutory body for justifiable reasons, supports “polylinkage,” or “filling social holes,” places the “cosy” arrangement (Wellman & Berkowitz, greater emphasis on the qualities or attributes of 1988). That arrangement, in a very real sense, individuals.Theabilityofindividualstoinfluence runs contrary to Sociometry, which attempts their success depends largely on the nature and to quantify social relationships and which Gra- structure of their network. Figure 1 illustrates a novetter explained in finding that, “Power within social network. Company A is a large fashion organisations” comes from an individual’s power design house, a national company. within a network rather than the post or the title he Company B imports and packs material for A’s or she holds (Granovetter, 1990). In the relatively use, but so far, A has little interest in a take over simple example of companies Aand B, the power bid because of continuing government financial of each company is totally dependant on govern- enhancements and certain tax concessions. Ahas, mentlegislation, which was arrived atas theresult thus far, also ignored the lure of outsourcing to of a debate in the House and a vote in parliament. Asia, where it could control material at the point Self evidently, the individual within networks A of manufacture. Company B imports most of the and B have little to do with the present state of 157 Social Networking Figure 2. Matrix of group relationships business. B depends on Aand Aon the legislation ing to casual acquaintances or friends and these derived from a free vote in parliament. connections are important as they have a direct However, in a strike or work to rule situation, it impact upon productivity and individual motiva- is the individual who holds the power. Granovet- tion. Here, we concentrate on social networking ter, in the final analysis, appears to be correct, if in relation to analysis. The examples presented and only if the cosy status quo continues. It is a show how groups behave and how group politics basic law of Physics that, “Every action has an affects everyone involved, whether it be working equal an opposite reaction,” and that law appears, in a job or studying at university (Alexander & so far, to hold true in Social Networking. There Danowski, 1990). are, however, those who would claim that Social Networking or Network Theory is all theory, yet not really theoretical on account of too much SOCIAL NETWORKING methodology (Scott, 2000). The core problem with this stems from an apparent inability to test The amount of information needed to describe hypothesis in a mathematical way, that is, using even the smallest of social networks can be quite statistics as the data by its very nature negates the big. Tools from mathematics are used to help all randomsampling,whichstatisticsdemands.Here, of the tasks of social network methods (Newman, even the computer and its resources do not appear 2003). To help with the manipulation of network as being capable of handling larger and larger data and the calculation of indexes describing databases, where networks expand. We present networks, matrices are very useful for recording examples of social networking which integrate information. An example of a simple matrix is sociology and psychology within everyday life. shown in Figure 2. In particular, we use examples relating to an or- The above matrix shows the structure of a ganisation’s internal structure, but this can also be close friendship in a group of four people: Ryan, extended further to university classes as well as Tara, Paul and Geraldine. It describes a pattern the politics associated with any group in relation of liking ties with a point-to-point matrix where to sports teams and then with work and sport aside the rows represent choices by each actor. We put another example given to address this essay topic a “1” if a person likes another, and a “0” if they is the rise of social networking Web sites such as don’t. One reason for using mathematical and bebo.com.Asanoverviewtherewillalwaysbethe graphical techniques in social network analysis so called in-groups and out-groups, and so there is to represent the descriptions of networks com- willbetheinevitablegrouppoliticsassociatedwith pactly and more efficiently. This also enables the individuals involved. Social networking was us to use computers to store and manipulate the first created in 1954 by “J.A. Barnes” (Barnes, information quickly and more accurately than we 1954) where he talks about social circles relat- can by hand. The smaller, tighter networks are not 158 Social Networking as useful to their members as networks with lots cial Network Theory, the attributes of individuals of loose connections (weak ties) to individuals are less important than their relationships and ties outsidethemainnetwork.Thisisbecausenetworks with other points within the network (Newman, with weak ties are more likely to introduce new 2004). This approach both has its advantages and ideas and opportunities to their members than disadvantages. The advantage of this approach is closed networks. For example, people who do that it is useful for explaining many real-world things only with each other already share the same phenomena. The disadvantage, however, of this knowledgeandopportunities,whereaspeoplewith approach is that it leaves less room for individual connections outside of each other are more likely agency, and the ability for individuals to influence to have access to a wider range of information. It their success because so much of it rests within the is a lot more beneficial for individual success to structure of the network. Social networks are also have connections to a variety of networks rather usedtoexaminehowcompaniesinteractwitheach than many connections with that of one network. other, as well as between individual employees Another advantage of having connections to a at different companies. These networks provide variety of networks is the use of filling social waysforcompaniesto:gatherinformation,reduce holes. This is when individuals can bridge two competition, and cooperate with rival companies networks that are not directly linked to exercise for their mutual benefit in setting prices and poli- influence or act as brokers within their social cies. Social networking can refer to a category networks. Social network analysis (also known of Internet applications to help connect friends, as network theory) has become a key technique business partners, or other individuals together in modern subjects such as: using a variety of tools. These applications are known as online social networks and are becom- • Sociology: The study of society and human ing increasingly popular (Watts, 2004). Online social action, and includes the examination social networks are a special network service. of the origins, institutions, organisation, It is social software specifically focusing on the and development of human life. building and verifying of social networks for • Anthropology: The study of humanity. It whatever purpose. Social networks play a major is concerned with all humans at all times role in hiring, in business success for firms, and and with all dimensions of humanity. in job performance. Social network theory in the • Social psychology: The study of how in- social sciences began with the urbanisation stud- dividuals perceive, influence, and relate to ies of the “Manchester School.” Agenuine social others.