SOCIAL NETWORK ANALYSIS AS A MODERN ANALYTICAL TOOL TO MEASURE AN INTERNAL COMMUNICATION (Analiza sieci spolecznej jako nowoczesne narzedzie pomiaru komunikacji wewnetrznej)
The article focuses on presentation of possibilities of using Social Network Analysis - SNA in business management. This is a method widely used both to optimize functioning of an organization, and to design strategy for creation of an enterprise based on examination and measurement of external relations of the company in the competitive environment. The content of the article has been devoted to possibilities of using the SNA method for dynamic analysis of a social network created by employees, and their relations, such as acquaintance, friendship, communication or cooperation. This complicated structure is a realistic reflection of an enterprise that significantly differs from static and hierarchical organizational diagrams. The change in perspective proposed in the article enables recognition of the value of social relations that have a direct impact on effectiveness of an organization. Thus the possibility of examination of the concerned network structures seems to be a key issue. Conducting such studies based on the SNA method enables reproduction, mapping, and analysis of complex and multi-level social relations with consideration to both direct and indirect relations between employees. Specific measurements also allow interpretation of pattern of relations between members of the organization. As this article demonstrates, examination of internal social networks in an enterprise may substantially help in the process of optimization of the company's operation, and is an important contribution to the area of talent and knowledge management.
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