Social network is social networking services
which were created by six degrees of separation theory. Broadly speaking, all
interactive products whose main purpose is building relationships can be classified
as SNS such as Facebook, RenRen, Happy network, etc. In 1967, psychology
Professor Stanley Milgram from Harvard University founded six degrees of
separation theory. More specifically, the interval between you and any a
stranger would not be more than six, that is to say, you can know any a
stranger through the most six men. According to the six degrees of separation
theory, the social circle of any person keeps amplification, and finally become
a large network. This is an early understanding of social network. According to
this theory, social network was established for social internet services
through the acquaintances.
Recent research shows that social
networks not only have properties of small world and scale-free but also have
some common characters. Firstly, high clustering coefficient, in other word, the
friend of your friend is probably also your friend. Secondly, strong community,
it means that the social networks consist of several groups. And members of the
group relate closer, on the contrary, the relationship among groups drift apart.
People analyse the social relationships
of social networks by the network theory and graph. Just as Professor Rosanna
introduced in the class, each participant in the community is called an actor
and depicted as a node. And valued relations between actors are depicted as
links, or ties, either directed or undirected, between the corresponding nodes.
So the social network can be represented in the form of different kinds of
complex graph structures. There are many relationships between nodes of the
links.
Below list some spread modes of social
network:
Center
type
Center type spread is the most typical
transmission mode, fully shows the SNS information dissemination characteristics:
one-to-many. For example, when blogger post a new microblog, the followers receive
the updated information and repost the microblog. Therefore, the spread of the
microblog mainly concentrate in the circle which is at the centre of a blogger.
This mode of transimission is commonly seen in the microblog of celebrities, professional
organizations and some experts.
center type
Key
point
Key point spread can be divided into
the single point transmission and multiple point transmission. Single point transmission
means that a local center propagation point is formed outside the blogger. The transmission
amount of the microblog is more than the blogger itself. And multiple point
transmission means that multiple points play an
important role in the development of the microblog transmission. In this
mode, the transmission amount of the microblog is few at the beginning, but the
reposted amount would go up to the peak in the subsequent time. This mode of
transmission usually occurs in some microblogs of enterprises or organizations.
single point transmission
multiple point transmission
Chain
type
Chain type spread is a kind of minority
transmission mode. As shown in the figure, to take blogger as a starting point,
the information constantly spread towards a certain direction. Although the diffusivity
is not strong, it could maintain a long path. This mode of transmission is
commonly used in some private discussion and some technical related microblogs.
Relatively speaking, this way has less of an impact, also, the reliability rate
of this propagation way is not high.
chain type
