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ees to boost performance and gain competitive advantage. At the same time,
Americans are forgetting the workplace activism that first illuminated the
power of networking. Unfortunately this loss of historical context can fuel a
backlash against outsider groups who still seek to synthesize networks so
they can access the same opportunities enjoyed by insiders.
Characteristics of Networks
Broadly speaking, all networks have the following characteristics:
Purpose – A network can be established for learning, mission, business, idea, and family or personal reasons.
Structure – A network is a group of interlinked entities that form a
cluster. Most social structures tend to be characterized by dense clusters of
strong connections [27].
Style – The place, space, pace and style of interaction of the networks
give an understanding of the style of the networks [27].
Namkee Park, Seungyoon Lee and Jang Hyun Kim examined the relations between personal network characteristics and Facebook use. According to their study, personal networks are investigated through several structural characteristics, which can be categorized into three major dimensions
according to the level of analysis:
1. Dyadic tie attributes which include the characteristics of ego – alter
ties such as duration, multiplexity, and proximity. Ego-alter tie attributes
represent various dimensions of relationships between the focal person and
their close contacts. First, tie duration refers to the length of time since the
tie was originally initiated, which indicates the duration of relationships.
Second, multiplexity includes a focal individual’s degree of involvement in
various types of interactions with network members. The third dimension is
the physical proximity between ego and alter. Theories of proximity suggest
that physical proximity between people affects their interaction and subsequently, their formation of network ties.
2. The characteristics of alter-alter ties including personal network
density. When moving to ties at the alter-alter level, ego-network density,
which refers to the extent to which one’s alters are connected with each other, is an important dimension of personal networks. Dense personal network
structure indicates close interpersonal contacts among alters, and consequently, is considered to promote the sharing of resources. On the other
hand, loose connections, or structural holes in ego-networks, have been
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found to facilitate the flow of information and to provide advantages in
searching and obtaining resources (e.g., getting a job).
3. The composition of alter attributes centered on the heterogeneity of
alters in one’s personal network. The heterogeneity of alters in one’s personal network is associated with access to diverse resources and information. It is expected, thus, that the heterogeneity attributes may enhance
the focal actor’s social activities.
Each of these characteristics represents unique aspects of individuals’
network relationships.
https://en.wikipedia.org/wiki/Personal_network
Business networking
Networking is a socioeconomic business activity by which groups of
like-minded businesspeople recognize, create, or act upon business opportunities.
In the second half of the twentieth century, U.S. advocates for workplace equity [who?] popularized the term and concept of networking as part
of a larger social-capital lexicon – which also includes terms such as “glass
ceiling”, “role model”, “mentoring”, and “gatekeeper”-serving to identify
and address the problems barring non-dominant groups from professional
success. Mainstream business literature subsequently adopted the terms and
concepts, promoting them as pathways to success for all career climbers.
Since the closing decades of the twentieth century, networking has become
an accepted term and concept in American society. People now invoke
“networking” in relation to everything from child-rearing to science to the
business activities described here.
A business network is a type of business social network whose reason
for existing is business networking activity. There are several prominent
business networking organizations that create models of business networking activity that, when followed, allow the business person to build new
business relationships and generate business opportunities at the same time.
A professional network service is an implementation of information technology in support of business networking.
Many business people contend business networking is a more costeffective method of generating new business than advertising or public relations efforts. This is because business networking is a low-cost activity that
involves more personal commitment than company money. Country-
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specific examples of informal networking are guanxiin China, blat in Russia, good ol' boy network in America, and old boy network in the UK.
In the case of a formal business network, its members may agree to
meet weekly or monthly with the purpose of exchanging business leads and
referrals with fellow members. To complement this business activity, members often meet outside this circle, on their own time, and build their own
one-to-one business relationship with the fellow member.
Business networking can be conducted in a local business community, or on a larger scale via the Internet. Business networking websites have
grown over recent years due to the Internet's ability to connect business
people from all over the world. Internet businesses often set up business
leads for sale to bigger corporations and businesses looking for data sources
for business.
Business networking can have a meaning also in the ICT domain, i.e.
the provision of operating support to businesses and organizations, and related value chains and value networks.
Before online business networking, there existed face-to-face networking for business. This was achieved through a number of techniques
such as trade show marketing and loyalty programs. Though these techniques have been proven to still be an effective source of income, many
companies now focus more on online marketing due to the ability to track
every detail of a campaign and justify the spend involved in setting up one
of these campaigns.
“Schmoozing” or “rubbing elbows” are expressions used among professional business professionals for introducing and meeting one another in
a business context, and establishing business rapport.
https://en.wikipedia.org/wiki/Business_networking
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До недавнего времени понятия «нетворкинг», «сеть», «сетевая
работа» больше употреблялись в контексте использования компьютерных средств и работы в режиме онлайн. В настоящее время эти термины приобретают более широкое значение, охватывая сопряжения «человек-человек», «человек-общество», «общественные институтысоциум». Приведем определение, которое дает электронный ресурс
Википедия для понятия «Компьютерная сеть» и попросим учащихся
проанализировать общие черты, принципы коммуникации, закономерности распределения связей между компьютерными сетями и сетевым
взаимодействием в обществе.
Прочитайте текст, переведите, ответьте на вопросы
A computer network or data network is a telecommunications network which allows computers to exchange data. In computer networks,
networked computing devices exchange data with each other along network
links (data connections). The connections between nodes are established
using either cable media or wireless media. The best-known computer network is the Internet.
Network computer devices that originate, route and terminate the data
are called network nodes. Nodes can include hosts such as personal computers, phones, servers as well as networking hardware. Two such devices can
be said to be networked together when one device is able to exchange information with the other device, whether or not they have a direct connection to each other.
Computer networks differ in the transmission media used to carry
their signals, the communications protocols to organize network traffic, the
network's size, topology and organizational intent. In most cases, communications protocols are layered on (i.e. work using) other more specific or
more general communications protocols, except for the physical layer that
directly deals with the transmission media.
Computer networks support applications such as access to the World
Wide Web, shared use of application and storage servers, printers, and fax
machines, and use of email and instant messaging applications.
https://en.wikipedia.org/wiki/Computer_network
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Вопросы к главе 1
1. Сетевое взаимодействие – что это?
2. Каковы характерные черты сетевого взаимодействия?
3. Назовите известных ученых, изучающих вопросы сетевого вза-
имодействия.
4. Каковы особенности организации сетевой формы сотрудниче-
ства в образовательной сфере?
5. Какие примеры сетевого сотрудничества в образовании Вы
можете назвать?
6. Как Вы считаете, является ли сетевая форма взаимодействия
эффективной? Объясните свой ответ.
7. Задействовано ли Ваше учебное заведение в каком-либо сете-
вом взаимодействии?
8. Выберите для анализа известную организацию (промышленное
предприятие, образовательное учреждение). Каким образом эта
организация осуществляет партнерство? Какие преимущества
сможет принести сетевая форма взаимодействия для выбранной организации?
9. Охарактеризуйте термин «общественные отношения»?
10. Что, по Вашему мнению, лежит в основе успешных деловых,
социальных и личностных связей?
11. Какие классификации общественных отношений Вы знаете?
12. Каковы отличительные черты социального взаимодействия?
Что общего между социальным и сетевым взаимодействием?
13. На основе английского текста расскажите об основных харак-
теристиках социального взаимодействия.
14. На основе английского текста расскажите о влиянии обще-
ственных отношений на деловые связи.
15. Проанализируйте происхождение термина «сетевое взаимодей-
ствие». С помощью текста на английском языке проследите
эволюцию понимания этого словосочетания.
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Глава 2
СОЦИАЛЬНЫЙ НЕТВОРКИНГ
КАК ВИД СЕТЕВОГО ВЗАИМОДЕЙСТВИЯ
2.1 Социальный нетворкинг
Нетворкинг (англ. networking, net – сеть и work – работать) – это
социальная и профессиональная деятельность, направленная на то,
чтобы с помощью круга друзей и знакомых максимально быстро и эффективно решать сложные жизненные задачи и бизнес-вопросы. При
этом, в сути нетворкинга лежит выстраивание доверительных и долгосрочных отношений с людьми и взаимопомощь.
Теория 6 рукопожатий
В основе понятия «нетворкинг» лежит так называемая теория
шести рукопожатий, разработанная в 1960-х годах американским социологом Стенли Милгрэмом и психологом Джеффри Трэверсом. Суть
её в том, что каждый из нас опосредованно знаком с любым другим
жителем планеты через цепочку общих знакомых. В среднем эта цепочка состоит из шести человек.
https://ru.wikipedia.org/wiki/Нетворкинг
Социальный нетворкинг
Второе название – персональный нетворкинг. Когда в основу целей использования инструментов нетворкинга лежат не бизнес потребности, а личные стремления и ценности индивидуума. Как правило,
используется для формирования круга общения. Служит основой для
завязывания дружеских отношений с новыми людьми. Иногда приводит к знакомству с будущим супругом/супругой.
В настоящее время большое направление социального нетворкинга вылилось в активное развитие социальных сетей в Интернет.
Леонид Бугаев, автор книги «Мобильный нетворкинг», эксперт в
области мобильных технологий и нетворкинга дает следующее определение: «Нетворкинг – бесценный навык, который позволяет вам двигаться в мире бизнеса с космической скоростью» [3]. Ежедневное использование практики нетворкинга способно значительно изменить
круг общения - и привести к значительным улучшениям в жизни человека, который применяет нетворкинг.
В России нетворкинг часто путают с информационными технологиями (ИТ), в частности с общением в социальных сетях. Также пу-
37
тают со схожими понятиями: блат, пикап, «мохнатая лапа» и «протеже». Однако смысл нетворкинга отличается от них. Также новым понятием часто манипулируют для придания значимости проводимым
мероприятиям. Например, обычные кофе-паузы или перерывы в выступлениях спикеров могут называть нетворкинг-сессией или добавить
слово «нетворкинг» в название мероприятия. Факиически лишь немногие организаторы заботятся о том, чтобы повысить эффективность нетворкинга среди участников.
https://ru.wikipedia.org/wiki/Нетворкинг
Personal network
A personal network is a set of human contacts known to an individual, with whom that individual would expect to interact at intervals to support
a given set of activities. In other words a Personal Network is a group of
caring, dedicated people who are committed to maintain a relationship with
a person in order to support a given set of activities. Having a strong personal network requires being connected to a network of resources for mutual development and growth.
Personal Network can be understood by:
• Who knows you
• What you know about them
• What they know about you
• What are you learning together
• How you work at that
Personal networks are intended to be mutually beneficial–extending
the concept of teamwork beyond the immediate peer group. The term is
usually encountered in the workplace, though it could apply equally to other
pursuits outside work.
Personal networking is the practice of developing and maintaining a
personal network, which is usually undertaken over an extended period.
Personal networking is often encouraged by large organizations, in
the hope of improving productivity, and so a number of tools exist to support the maintenance of networks. Many of these tools are IT-based, and use
Web 2.0 technologies.
https://en.wikipedia.org/wiki/Personal_network
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Networking Rules for Job-seekers: the Good, the Bad and the Almost
Perfect
Networking is about meeting people you know who can vouch for your past
performance and connect you with people you don't know.
20% of job-seekers find networking necessary, important, appropriate, and comfortable. Another 20% find it necessary, but uncomfortable.
The rest are either not doing it, or doing it wrong.
A book, The Essential Guide for Hiring & Getting Hired, attempts to
describe the hiring process from all perspectives: job-seekers (active and
passive), recruiters (the good and bad), and hiring managers (the fully- and
not-so-fully engaged). One theme of the book was to suggest that jobseekers need to take matters into their own hands when they find companies, recruiters or hiring managers using some flawed hiring process. The
techniques in the book will not help you get a job you don’t deserve; they
will only help you get one you do.
As the author's stated loud and clear on these pages many times, applying directly to a job posting should represent no more than 20% of your
total time looking for a job. Sixty percent should be on networking. The
other 20% represents a bunch of clever techniques to help your resume be
found and get contacted by a recruiter. This post will focus on the 60% networking piece.
For job-seekers there are some major advantages to networking over
applying directly. For one, you'll be able to bypass the gatekeepers. For another, you'll increase your chances of being interviewed and hired by 5-10X.
Even more important, candidates who are highly referred are judged more
on their past performance and future potential than on their level of skills
and experiences. That’s why we tell candidates not to directly apply to a job
unless they’re a perfect fit on skills and experience. If not, they need to be
referred by someone who can vouch for their past performance and future
potential.
Adopted from Lou Adler, CEO of The Adler Group
https://www.linkedin.com/pulse/20130916190035-15454-networking-rules-for-job-seekers-the-good-
the-bad-and-the-almost-perfect
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Сравните понятия «социальный нетворкинг» и «personal network».
В чем их различия? Ответьте на вопросы:
1. Compare the texts. Is the Russian version identical to the English
one?
2. What is social networking?
3. Give the examples of personal networks. Are you engaged in any
kind of networking?
4. Think about your relations. Do you think any of them constitute a
network?
Types of Personal Networks
Personal networks can be used for two main reasons: Social and Professional. In 2012, LinkedIn along with TNS conducted a survey of 6,000
social network users to understand the difference between personal social
networks and personal professional networks. The “Mindset Divide” of users of these networks was compared as follows:
- Emotions:
Personal Social Networks: Nostalgia, fun, distraction. Personal Professional Networks: Achievement, success, aspiration.
- Use:
Personal Social Networks: Users are in a casual mindset often just
passing time. They use social networks to socialize, stay in touch, be entertained and kill time. Personal Professional Networks: In this purposeful
mindset, users invest time to improve themselves and their future. These
networks are used to maintain professional identity, make useful contacts,
search for opportunities and stay in touch.
- Content:
Personal Social Networks: These provide information about friends
and family, personal interests and entertainment updates. Personal Professional Networks: These provide information about career, brand updates and
current affairs.
Personal Network Management (PNM) is a crucial aspect of Personal
Information Management and can be understood as the practice of manag-
40
ing the links and connections for social and professional benefits. Some
ways to do this would be: • being authentic and consistent • paying attention
to status updates • following wisely • contributing • seeking to be worth
knowing • appropriate tagging.
Tools for Personal Network Management
Although it is easy to build a network, the real challenge is maintaining and leveraging the connections. Information fragmentation makes it this
even more challenging. Information fragmentation refers to the difficulty
encountered in ensuring co-operation and keeping track of different personal information assets (eg. Facebook, Twitter etc.).
According to Dan Schawbel, there is a lot of value in a contact management system. It allows you to keep organized and aware of which con-
tacts you haven’t spoken to in a while, and who works at companies that
you either want to collaborate with, or work for. In a lot of ways, a contact
manager can incorporate new, innovative services to not only help users
take a smarter approach to meeting new people but also transmit readily
available information from social media profiles directly into that contact
profile. Some of the apps that are available on mobile and desktop devices
are Plaxo, Evernote Hello, Smartr, Tacts and Soocial.
https://en.wikipedia.org/wiki/Personal_network
Questions for the topic
1. Select a company you want to work for, find its website and read
the information about the company.
2. Analyze what specialists the company is interested in. What per-
sonal qualities should a job seeker possess to apply for a position
at the company?
3. What job positions offered by the company are interesting for
you?
4. Tell your group mates about the skills which put you forward
among the potential employees.
5. Do you have any innovative ideas to bring to the company?
6. Does your university offer any internship at industrial companies?
7. Do you think it’s useful to get into real industrial environment
while you are a student?
8. What benefits such an experience could bring for a student?
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