Module 3 - Network Visualization and Social Network Analysis.

Olusola Palacios 

February 22, 2020

In module 3, we covered Network Visualization and Social Network Analysis. To understand networks, which are also known as graphs, we need to first understand the concept of visualization. What exactly is visualization? In module 3, we understand that “the word visualization means “to form a mental image of a concept, idea or object.”” The purpose of Network Visualization is to explore, communicate and understand.

A network is a collection of nodes or vertices, connected by edges or links.

Source: Analytic Vidhya

The diagram above shows nodes and lines. The circular points represent individual nodes in a network and each line represents an edge or a link.

In social networking, people can be represented by nodes and networks as links or edges. In social networking, a person can be linked to another if they are friends on Facebook for example or co-workers or colleagues on Linkedin. Analyzing social media networks is known as Social Network Analysis (SNA). The concept of SNA can also be applied to other domains that aren't social media. For example, in healthcare, patients can be linked to their service providers and in doing so, patterns of healthcare provider behavior can be drawn. The same concept can be applied in other industries such as financial industries.

Directed and Undirected Networks

Directed and undirected networks can be explained by analyzing connections in social media. A friendship in social media establishes a link; however, it has no direction. For example, person A may be friends with Person B, there is a link, but without direction. If Person A directly connects by liking or chatting with Person B, then they have established a link with direction. This link, however, can be both directional and unidirectional as Person A may communicate with Person B, Person B does not have to respond. Due to such reason, the directionality of a network is determined by links, not nodes. 

Network Visualization Networks

There are different kinds of network visualization layout, it is important to understand the following:

• Networks can be visualized in many different ways.
• Network diagram is drawn by connecting nodes and edges.
• Network visualizations help communicate ideas about connectivity.

In order to determine or measure what or who is important or central to a network, the key measurements include betweenness, eigenvector centrality, degree, closeness, reciprocity, and influence. 

Different Types Network Visualization Layout

1.      Force-directed layout – minimizes node collision

2.      Clustering layout – identifies heavily connected parts

3.      Circular layouts – layout appears in circular forms

4.      Geographic layout – maps nodes to different locations

5.      Hierarchical layout - identifies the relationship between nodes

Benefits of Visualization

1.      Spend less time to integrate information

2.      Better insights and understanding of date

3.      Effective communication

4.      Better understanding

Data Visualization is used in different industries such as Anti-Financial Crime, Cybersecurity, Intelligence, IT Operations Management, Enterprise Architecture, and Life Science. Network Analysis and Data Visualization are problem-solving tools for small data and large data collections.

Reference:

Himelboim, I (2007). Social Network Analysis (Social Media). Retrieved from  https://onlinelibrary.wiley.com/doi/full/10.1002/9781118901731.iecrm0236

Linkurios (2017). Graph Visualization: Why it Matters. Retrieved from https://linkurio.us/blog/why-graph-visualization-matters/

Zoss, A., Maltese A, Uzzo, S., & Borner, K., (n.d). 5 Network Visualization Literacy. Retrieved from https://cns.iu.edu/docs/publications/2018-NetSci-Zoss.pdf