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Web Influence

Metrics (Measures) in social network analysis: (Part 1)

Betweenness:
The extent to which a node lies between other nodes in the network. This measure takes into account the connectivity of the node’s neighbors, giving a higher value for nodes which bridge clusters. The measure reflects the number of people who a person is connecting indirectly through their direct links.

Bridge
An edge is said to be a bridge if deleting it would cause its endpoints to lie in different components of a graph.

Centrality
This measure gives a rough indication of the social power of a node based on how well they “connect” the network. “Betweenness”, “Closeness”, and “Degree” are all measures of centrality.

Centralization
The difference between the number of links for each node divided by maximum possible sum of differences. A centralized network will have many of its links dispersed around one or a few nodes, while a decentralized network is one in which there is little variation between the number of links each node possesses.

Closeness
The degree an individual is near all other individuals in a network (directly or indirectly). It reflects the ability to access information through the “grapevine” of network members. Thus, closeness is the inverse of the sum of the shortest distances between each individual and every other person in the network.

Clustering coefficient
A measure of the likelihood that two associates of a node are associates themselves. A higher clustering coefficient indicates a greater ‘cliquishness’.

Cohesion
The degree to which actors are connected directly to each other by cohesive bonds. Groups are identified as ‘cliques’ if every individual is directly tied to every other individual, ‘social circles’ if there is less stringency of direct contact, which is imprecise, or as structurally cohesive blocks if precision is wanted.

Degree
The count of the number of ties to other actors in the network. This may also be known as the “geodesic distance”.

(Source: Wikipedia.com)

Category: social media measurement, social networking

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