Weaving the Web of Social Networking

Understanding social networks can be tricky for many organizations that don't embrace social media, but by utilizing them, they can expand and vocalize the organization's message in many ways. In the past, organizations have had a "organization-centric lens," which basically meant they thought they were the center of the universe. Other people and organizations provided them with funds and volunteers. Times have changed though with more organization's allowing individual's to help the organization based on their own needs, interests and time. Nonprofits are recognizing the influencers within their own social networks, which allow them to grow quickly and inexpensively. Social networks can be anything from personal to professional, and self-organized to specifically created for that nonprofit.

Here is some helpful social networking lingo:

• Nodes: people and organizations, part of the social network
• Ties: connections between people and organization
• Hubs: larger nodes within networks, have many connections, they are influencers, they make things go "viral," most efficient way to spread news and ideas, and raise awareness
• Cores: inner cluster of people who do most of the work
• Power law of distribution: imbalance of influence a person or organization has over another
• Clusters: groups who connect to one another, few connections to rest of network

There are two additional characteristics of networks that make them effective:

• Edge of periphery: people located here do not have much power or influence, yet they are likely to be participants, help network grow, bring energy and new ideas
• Combo of strong and loose ties: need both, move information through network quickly and effectively

By mapping an organization's social network, you can discover interesting data and insights about your connections. You might be able to find out the largest hub or which people make up the periphery. A nonprofit should create a map of their networks to recognize their strong ties from their weak ties. Another important aspect to networks is capital. We all love some capital ($), don't we? But sorry--not that kind of capital. We are talking about social capital. Social capital allows relationships to become meaningful and strong. By trusting one another, people are more likely to complete favors in the future. Social networks build these ties between people and organizations so when it comes time for a favor to be done, there will be no hesitation.

Building social capital is easy to build through social media because...

• You can easily find people online
• Having conversations online is inexpensive
• You can search for people without the need for a formal introduction
• Reciprocity is extremely easy online

These factors can also be related to network weaving, which is a set of skills that help strengthen and build social networks. By using these tactics through social media, you are building sufficient social capital. Network weaving can also include sharing resources and information, treating all network members equally, and inviting people with different views into the conversation.