Beginning with Mark Granovetter’s studies in the early Seventies, the attention of social scientists was drawn to the “strength of weak ties”. This intuition gave rise to a wide range of studies aimed at analysing the role of social...
moreBeginning with Mark Granovetter’s studies in the early Seventies, the attention of social scientists was drawn to the “strength of weak ties”. This intuition gave rise to a wide range of studies aimed at analysing the role of social capital in the employment market (some of the most important are by Ronald Burt and Nan Lin). In such research, attention is especially focussed on the impact of the structural configuration of networks on the professional success of individuals (job search, career promotions, etc.) as well as on the competitiveness of organisations (new business start-ups, innovation, etc.)
Little attention has been given so far to the strategies intentionally pursued by individuals in order to change their own position in professional networks and increase their own social capital. In recent years, professional associations expressly aimed at building weak links have emerged: business social networks. These networks are set up to help facilitate exchange and meetings among professionals by arranging settings aimed at building trust relationships based on reputation. One of the main objectives of such networks lies in reducing the influence of ascribed variables onto an individual’s social capital building processes.
Two case studies are analysed in the paper: BNI (Business Networking International), the world’s largest referral organisation, set up in California in 1985 and now present in 48 countries, and ClubIn, the business networking club founded to enable face to face meetings between members of the online social network LinkedIn coming from the same geographical area. The Italian version of the two associations is examined in both cases (BNI Italia and MilanIn).
The analysis is exploratory in nature and aimed at examining the reasons that lead a professional to register in a business social network, the profile of such professionals, the social mechanisms governing its functioning and the impacts on the professional performances of its members.
Special attention is given to the role of ascribed characteristics (gender, age, family of origin) and acquired characteristics (education, profession) of its members. The two main questions investigated are the following: do members’ characteristics influence how such networks work? Does belonging to business social networks make it possible to overcome differences in terms of employability linked to members’ characteristics?
The research methods implemented are the following: interviews with the main people involved (founders and those in charge of networks), semi-structured interviews with a sample of members, a structured questionnaire to all members, a Social Network Analysis of the exchange of referrals among members.
This first investigation yielded new research paths. Among others, comparing the different locations of the networks turned out to be particularly interesting, in order to examine the impact of cultural variables on the social mechanisms by which business social networks operate.