Graphics Reference
In-Depth Information
Figure 4-4: This small social network shows different key central people.
• Dan has the highest degree centrality (that is, has the most
connections). Dan is important because he has the most immediate
friends.
• Gus has the highest betweenness centrality, meaning Gus most
frequently occurs on the shortest path. If a message needs to travel
between any two people, Gus is mostly likely to be on the path.
• Fay has the best closeness—that is, the shortest average distance to all
other nodes. Starting a message at Fay gets the message to everyone else
in the fewest number of steps. Note that even though Fay (and Edy)
each have only two edges, they occupy the critical bridge between the
left and right sides of the graph.
Viral Marketing Example
A small real-world example can illustrate many of these statistical concepts
and exhibit many similar properties to the schematic diagram shown in
Figure 4-4 . If you happily forward e-mails, you may be generating data
that marketers can analyze. The image in Figure 4-5 is the result of a viral
e-mail campaign for a single e-mail starting at John (blue node) and then
forwarded successively through a number of people.
 
 
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