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G
rapht
heoryan
d
itsapplic
ationsin
socialne
twork
analysis
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Social Networks Is a social structure, normally
represented as a graph with: Individuals (or organisations)
asnodes Relationships as edges e can usually learn a lot
a!outpeople "rom studying their socialnetwork # social network
analysis
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$ses o" SocialNetwork
%nalysis Epidemiology - to understand howpatterns of human
contact aect thespread of diseases, such as HIV
Marketing and fashion - to uncovernew trends and maor in!uencers
"etworking - #nding an optimal wayof constructing a
computernetwork, locate points of failure and
$ottlenecks Intelligence - identifying insurgentnetworks and
determining leadersand active cells %olla$orative &iltering -
if your
friends like something then there's agood chance you might like
it too(
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PRACTICAL ANALYSIS
OF GRAPH THEORY
)e use matrices to represent therelationships within the graph,
this is anadjacency matrix, denoted g. gij indicatesrelationship
status for nodes i and j
* indicates a relationship, + indicates no
relationship
Each node has a
degree, the number of
other nodes it shares
an edge with
is degree
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"ote that for the previous graph theadacency matri is
symmetricala$out the diagonal as it is anundirected graph
"otice. in the directed graph $elowthe ad matri is not
symmetric
"odes in directed
graph have outdegree
and indegree
has outdegree of
and indegree of *
7/25/2019 Graph Theory and its application in Social Network
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