Citation and Social Network Theory

Citation Theory

The Citation Theory is also referred to in some academic circles as Bibliometrics or Citationology. Citation Theory is utilized when an Internet search engine categorizes certain websites as reliable or trustworthy. The Citation Theory also compares data between various websites in order to demonstrate strengths and weaknesses of competitors.

In other words, suppose you have a website and you are interested in learning how you can increase visits to your site through a search engine. By analyzing data from rival websites - such as numbers of visitors and the way the content on the website is accessed by visitors – you may be able to figure out how to better market your own website. You can use the information learned to discover what weaknesses your competitor sites have and therefore capitalize on those weaknesses.

The goal is to fill in the gap where your competitors lack information by providing that information to visitors of your site.

Social Network Theory

The Social Network Theory is also referred to as Network Analysis. Social Network Theory attempts to analyze and explain communication and other behavioral attributes within an organization. It can also be used to examine why people within organizations react to certain things the way they do, with a special emphasis being placed on the cumulative reaction of the entire group as opposed to the singular reaction of individuals.

With regards to the Internet and social networking, Network Analysis can assist in the analysis of user's behaviors on social networking websites. For example, suppose a popular social networking website like MySpace or Facebook instituted a new practice of saying hello to another user with a virtual "shoulder tap." Perhaps the creator of the "shoulder tap" would coin a catchy phrase for this practice, and the term would become common lingo for the site's users. Using Social Network Theory, the "shoulder tap" could be analyzed in several different ways. For example:

• Who uses the "shoulder tap?"
• Does the number of "shoulder taps" a person receives become a status symbol?
• Do all the users readily adopt the use of the "shoulder tap," or is it limited mostly to certain demographics?
• Does a "shoulder tap" become a mainstream term used beyond the confines of the social networking website?

As social networking becomes more popular among Internet users the Social Network Theory will prove quite useful. Marketing executives and behavioral scientists will both find this theory valuable for different reasons.

Importance of Citation and Social Network Theory

The Citation and Social Network Theory is important for many reasons:

• Website owners utilize these theories as means to figure out ways to drive more traffic to their sites.
• Marketing executives use both theories to figure out the ideal ways to get their products noticed by people, even beyond the confines of the Internet.
• Behavioral scientists use these theories to study and explain people's behavior with regards to Internet communications and other forms of communication.

Everyday Internet users may not realize the mass volumes of research and analysis that are constantly conducted in order to figure out what drives people to certain sites, and how the people utilize the data on those websites. Successful website owners do not merely guess as to what content will achieve the best volume of traffic. They either utilize data derived from theories such as the Citation and Social Network Theory or other methods, or they pay a company that specializes in these types of analysis to tell them what type of information to put on their websites.

Money Makers

Social networking websites are not merely fun sites. They are intended to be money-making ventures for the owners of the websites. Website owners must find methods to draw users to their sites in order for them to be profitable.