Name: OJIAGBONAYE HAPPINESS

DAMILARE

Faculty: SCIENCE

Department: COMPUTER SCIENCE

Project Title: Development of a Social Network Analysis System

1.1 Background to the Study

In today’s interconnected world, social networks have become a fundamental part of how individuals, groups,
and organizations interact. These networks—ranging from platforms like Facebook and Twitter to
professional forums and email communication—generate vast volumes of data. Analyzing this data has led to
the emergence of a powerful interdisciplinary field known as Social Network Analysis (SNA).

Social Network Analysis is a methodological approach to studying relationships and structures among entities
—be they individuals, organizations, or digital accounts—by representing them as nodes and their
connections as edges in a graph. It enables the discovery of hidden patterns, influential actors, community
structures, and the flow of information across networks.

Originally rooted in sociology and anthropology, SNA has expanded into diverse areas such as computer
science, epidemiology, political science, and marketing. With the growth of digital communication and the
explosion of big data, SNA is increasingly being used to understand online behavior, detect misinformation,
map terrorist networks, and predict market trends.
1.2 Problem Statement

Despite the growth of social networks and the wealth of information they offer, effectively analyzing and
extracting insights from these complex systems remains a challenge. Many organizations struggle to
identify key influencers, track the spread of information, or understand the structural properties of
networks due to the sheer scale and complexity of the data.

Moreover, existing tools often lack scalability or user-friendliness, limiting their adoption in academic
and business settings. There is a need for flexible, accessible SNA tools that can handle real-world
data and provide actionable insights.
Social network analysis (SNA) is a method used to study the relationships and interactions within a group
of individuals, organizations, or entities. Some common problem statements in SNA include:

Who are the most influential individuals or nodes in a network

How can we identify clusters or communities within a network

How does information spread through a network, and what are the key factors that influence its diffusion
 What is the structure of a network, and how does it impact the behavior of its members

Can we predict the likelihood of a connection between two nodes in a network

Which nodes are the most central or important in a network

How do networks change over time, and what are the key drivers of these changes?

How can we identify the most effective nodes to target in order to maximize
influence or information spread in a network

Can we identify unusual patterns or behaviors in a network that may indicate anomalies or potential threats

- :
How can we measure and improve the resilience of a network to disruptions or attacks
: Analyzing online social networks to understand user behavior and influence

- :
Studying the spread of diseases through social networks

-
: Identifying influential individuals or groups to target for marketing campaigns

- :
Analyzing communication patterns and relationships within organizations

- :
Identifying and disrupting organized crime networks

By addressing these problem statements, SNA can provide valuable insights into the structure, behavior, and
dynamics of complex networks.
1.3 Aim of the Study

The aim of this project is to develop a general-purpose Social Network Analysis system that can visualize
relationships, measure network metrics, and detect community structures, thereby assisting users in
understanding and interpreting network data.

The main objectives are :

 To develop an application that promotes and advert people’s business

 To implement the developed app in (I) above

 To evaluate the performance of the application .

Visualizing network structures: Creating visual representations of networks to facilitate understanding and
analysis.

Measuring network properties: Calculating metrics such as centrality, density, and clustering coefficient to
characterize network structure and behavior.

Identifying network dynamics: Analyzing how networks change over time, and identifying the key drivers
of these changes.

Understanding network resilience: Studying how networks respond to disruptions or attacks, and identifying
strategies for improving resilience.

By achieving these objectives, SNA can provide valuable insights into the complex dynamics of social
networks, and inform strategies for improving network outcomes in various domains.
1.5 Methodology

The methodology follows a structured development cycle, including data collection, modeling, implementation, and
testing:

Data Collection: Social network data may be gathered from publicly available datasets such as Twitter API,
Facebook Graph API, or academic repositories like SNAP.

Preprocessing: The data is cleaned and converted into a graph structure using tools like NetworkX (Python)
or Gephi.

Graph Construction: Nodes represent entities (users, posts, etc.), while edges represent relationships (friendships,
mentions, likes, etc.).

• Algorithm Implementation:
• Centrality algorithms to identify influential actors.
• Community detection using modularity or clustering algorithms.
• Visualization using interactive network graphs.
• Evaluation: Performance is evaluated in terms of visualization quality,
The methodology of social network analysis (SNA) involves several steps and techniques to analyze the
relationships and interactions within a network.

Here's an overview of the methodology

Data Collection: Gathering data on the network, including information on nodes (individuals, groups, or
organizations) and edges (relationships or interactions).

Data Preparation: Cleaning, processing, and transforming the data into a suitable format for analysis.

Network Visualization: Creating visual representations of the network to facilitate understanding and analysis.

Network Metrics: Calculating metrics such as centrality, density, and clustering coefficient to characterize network
structure and behavior.

Community Detection: Identifying clusters or communities within the network using algorithms such as
modularity or k-means.

Network Analysis: Analyzing the network structure, behavior, and dynamics using techniques such as:

- Centrality analysis: Identifying the most central or influential nodes in the network.

- Network regression: Analyzing the relationship between network structure and outcomes.

- Network simulation: Modeling network behavior and dynamics using simulation techniques.

- Interpretation*: Interpreting the results of the analysis, and drawing conclusions about the network
structure, behavior, and dynamics.
- Ego-network analysis: Analyzing the network of relationships surrounding a single node (ego).

- Whole network analysis: Analyzing the entire network, including all nodes and edges.

- Longitudinal analysis: Analyzing changes in the network over time.

- Mixed-methods approach: Combining SNA with other research methods, such as surveys or interviews,
to gain a more comprehensive understanding of the network.

SNA can be applied to various domains, including social media, public health, marketing, and organizational
behavior, to name a few. By using SNA methodology, researchers and practitioners can gain valuable insights
into the complex dynamics of social networks.

The study of social network analysis (SNA) has several limitations:

- Data Quality Issues: SNA relies on high-quality data, which can be difficult to obtain, especially in large-
scale networks.

- Methodological Challenges: SNA requires specialized methods and techniques, which can be complex to
apply and interpret.

- Contextual Understanding: SNA may not capture the nuances of human behavior and context, which can
lead to misinterpretation of results.

- Dynamic Nature of Networks: SNA often focuses on static networks, whereas real-world networks
are dynamic and constantly changing.

- Scalability: Analyzing large-scale networks can be computationally intensive and require significant
resources.

- Interpretation of Results: SNA results can be difficult to interpret, especially for non-experts.
- Lack of Standardization: SNA lacks standardization in methods and metrics, making it challenging
to compare results across studies.

- Ethical Concerns: SNA raises ethical concerns, such as privacy and informed consent, especially
when analyzing sensitive data.

- Limited Generalizability: SNA findings may not be generalizable to other contexts or

- Complexity of Human Behavior: SNA may not fully capture the complexity of human behavior and
relationships.

- Oversimplification: SNA may oversimplify complex social phenomena.

- Lack of Context: SNA may not account for contextual factors that influence network behavior.

- Measurement Error: SNA may be subject to measurement error, especially when relying on self reported
data.

By acknowledging these limitations, researchers and practitioners can develop more effective strategies for
applying SNA and interpreting its results.
1.6 Significance of the Study

This study contributes to the growing demand for tools that help researchers, analysts, and decision-makers
interpret social structures and behaviors. By providing an easy-to-use platform for social network analysis,
the project supports applications in marketing, politics, education, and cyber security.

The study of social network analysis (SNA) has significant implications for various fields and industries. Here are
some of the key significances:

- Understanding complex systems: SNA helps to understand complex systems and relationships, enabling
researchers and practitioners to identify patterns, trends, and insights that might not be apparent through
other methods.

- Informing interventions: SNA can inform interventions aimed at improving network outcomes, such as
public health campaigns, organizational development initiatives, or marketing strategies.

- Optimizing network performance: By analyzing network structure and behavior, SNA can help optimize
network performance, improving communication, collaboration, and resource allocation.

- Identifying influencers: SNA can identify influential individuals or groups within a network, enabling
targeted interventions or marketing strategies.

- Predicting behavior: By analyzing network dynamics and behavior, SNA can predict individual behavior,
such as likelihood of adopting a new technology or participating in a social movement.

- Improving decision-making: SNA can provide valuable insights for decision-making, enabling
policymakers, business leaders, and other stakeholders to make informed decisions.

- Enhancing collaboration: SNA can facilitate collaboration and knowledge sharing within and between
organizations, improving innovation, productivity, and outcomes.

- Understanding social phenomena: SNA can help understand social phenomena, such as the spread of
diseases, social movements, or cultural trends.
1.7 Organization of the Study

Chapter One: Introduction , project aim, objectives, and methodology.

- Network Structure: Studying the patterns of relationships and interactions within a network, including
centrality, density, and clustering.

- Network Dynamics: Analyzing how networks change over time, including the formation and dissolution
of relationships, and the diffusion of information and behaviors.

- Network Actors: Examining the characteristics and behaviors of individual nodes within a network,
including their centrality, influence, and roles.

- Network Relationships: Studying the nature and strength of relationships between nodes, including the
types of ties, their direction, and their intensity.

- Network Outcomes: Analyzing the outcomes and consequences of network structure and dynamics,
including the spread of diseases, information, and behaviors.

- Network Interventions: Developing and evaluating interventions aimed at improving network outcomes,
such as public health campaigns or organizational development initiatives.

- Methodological Developments: Advancing the methods and tools used in SNA, including data collection,
network visualization, and statistical analysis.
Chapter Two: Literature Review

2.1 Historical Background of Social Network Analysis

The roots of Social Network Analysis trace back to early sociological studies in the 1930s, where researchers
like Jacob Moreno visualized social relationships using sociograms. Later, the field was enriched by
contributions from scholars such as Stanley Milgram, who introduced the concept of “six degrees of
separation” in the 1960s, and Mark Granovetter, whose theory on “The Strength of Weak Ties” in 1973
became foundational in understanding social influence.

Social network analysis (SNA) is a multidisciplinary field that studies the relationships and interactions within
networks. Here's a literature review highlighting key aspects of SNA:

:*

- Public Health: SNA helps understand the spread of diseases and develop effective
interventions, such as contact tracing and vaccination strategies.

- Marketing: SNA identifies influential individuals and groups to target for marketing campaigns, improving
outreach and engagement.

- Organizational Behavior: SNA improves communication, collaboration, and knowledge sharing within
organizations, enhancing productivity and innovation.

- Social Media: SNA analyzes online social networks to understand user behavior, influence, and sentiment
analysis .

- Network Visualization: Creating visual representations of networks to facilitate understanding and analysis.

- Centrality Measures: Developing and applying measures to identify the most central or influential
nodes in a network.

- Community Detection: Identifying clusters or communities within a network using algorithms such as
modularity or k-means.
- Machine Learning: Applying machine learning techniques to analyze and predict network behavior,
including node classification and link prediction.
* *

- Dynamic Network Analysis: Analyzing how networks change over time, including the formation and
dissolution of relationships.

- Network Simulation: Modeling network behavior and dynamics using simulation techniques.

- Network Interventions: Developing and evaluating interventions aimed at improving network outcomes

- R Packages: Utilizing R packages such as igraph and statnet suite for network analysis and
visualization.

- Network Analysis Software: Employing software tools to implement SNA, including Gephi and NetworkX
r.

- Data Quality: Ensuring the accuracy and completeness of network data.

- Scalability: Developing methods to analyze large-scale networks.

- Interpretability: Interpreting network analysis results in a meaningful and actionable way.

By exploring these aspects of SNA, researchers and practitioners can gain a deeper understanding of
complex social systems and develop effective strategies for improving network outcomes.
Social network analysis (SNA) is a rapidly evolving field with a wide range of applications. Here's an overview
of related work and limitations.
-*

- Network Science: SNA draws on concepts and methods from network science, including graph theory
and network topology.

- Sociology: SNA has roots in sociology, particularly in the study of social structures and relationships.

- Computer Science: SNA utilizes computational methods and algorithms to analyze and visualize
networks.

- Machine Learning: SNA incorporates machine learning techniques to predict network behavior and
identify patterns.

- Data Quality: SNA relies on high-quality data, which can be difficult to obtain, especially in large-scale
networks.

- Scalability: Analyzing large-scale networks can be computationally intensive and require significant
resources.

- Interpretability: SNA results can be difficult to interpret, especially for non-experts.

- Dynamic Nature of Networks: SNA often focuses on static networks, whereas real-world networks are
dynamic and constantly changing.
- *Network Visualization*: Developing visual representations of networks to facilitate
understanding and analysis.
- *Community Detection*: Identifying clusters or communities within networks using algorithms such as
modularity or k-means.
- *Centrality Measures*: Developing and applying measures to identify the most central or influential
nodes in a network.
- *Network Simulation*: Modeling network behavior and dynamics using simulation techniques.
By understanding the related work and limitations of SNA, researchers and practitioners can develop more
effective strategies for applying SNA and interpreting its results.