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Social networks, broadly defined, are tools used in organizations to connect employees, customers, and partners, providing new opportunities to conduct business. Social network theory comes from sociology and is used to describe the relationships between people and organizations. In this theory, each individual is represented by a “node,” and each node is connected by “ties” that represent the relationships between the individuals or organizations in the social network. When social network theory is used to illustrate all of the individuals and relationships between them, a map is created with all of the nodes and ties, revealing all of the direct and indirect links between the individuals. These ties can represent not only social relationships but also the information, commerce, and similar resources and activities that ...

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