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A social network is a social structure made of nodes (which are generally individuals or organizations) that are tied together by one or more specific types of interdependency, such as values, visions, idea, financial exchange, friends, kinship, dislike, conflict, trade, web links, sexual relations, disease transmission (epidemiology), or airline routes.


The resulting structures are often very complex. Two-thirds of Internet consumers worldwide visit a social network or blogging site, and the segment accounts for nearly 10% of all time spent on the Internet — making it the fourth most popular Internet activity.[1]

Social network analysis views social relationships in terms of nodes and ties. Nodes are the individual actors within the networks, and ties are the relationships between the actors. There can be many kinds of ties between the nodes. Research in a number of academic fields has shown that social networks operate on many levels, from families up to the level of nations, and play a critical role in determining the way problems are solved, organizations are run, and the degree to which individuals succeed in achieving their goals.

In its simplest form, a social network is a map of all of the relevant ties between the nodes being studied. The network can also be used to determine the social capital of individual actors. These concepts are often displayed in a social network diagram, where nodes are the points and ties are the lines.


Ad spending at such sites is forecast to rise from $1.1 billion in 2009 to $1.4 billion by 2011.[2] Other forecasts peg spending on social networks somewhat higher.[3]


  1. Nielsen Co., "Global Faces and Networked Places" 1 (Mar. 2009) (full-text).
  2. eMarketer, “Social Network Ad Spending: A Brighter Outlook Next Year” (July 2009).
  3. Nielsen Co., supra, at 5.

See also[]

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