Analysis of social innovation on social networking services

ABSTRACT

Social network services are allowing more social connectivity and making possible sharing information and knowledge of a different nature. This article analyses if social workers related to active social policies from Malaga province (Spain) are using social network services to share information and knowledge and if there is a mirror between online and offline relationships. Since it is an experimental model, through virtual ethnography and through social network analysis methodology, we observed the presence, connectivity and analysed the structure of relationships that keep 235 professionals from 52 organizations in Facebook®. Moreover, the model uses the statistical technique of modularity for detecting online communities, which are compared with distribution of professionals in their organizations. Results show how social network services applied to social intervention are massively and frequently used by professionals. On the other hand, the detected communities reflect existence of analogy between online and offline relationships. The online structure shows a high degree of cohesion and how certain professionals have higher capacity of influence and diffusion depending on position in the online structure. It argues about the opportunity to incorporate social network services towards social intervention as a manner of social innovation to improve cooperation and diffusion of information and knowledge.