An Insider’s Guide to Social Network Analysis
My take on a powerful tool
Social Network Analysis (SNA) might sound complex and technical, but at its core, it's simply a way of uncovering how people truly connect and collaborate within your organization. My clients often express initial curiosity mixed with confusion about how exactly to use this perspective. "Once we have all these relationship maps, what do we do next? Is it even appropriate to make decisions based on personal networks?" These are valid concerns, and that's why part of my role involves guiding leaders on how to thoughtfully leverage SNA insights.
Think of SNA as putting on a pair of glasses that shows you exactly how your organization functions behind the scenes. Organizations typically rely heavily on formal structures like reporting lines and department divisions, but the actual way work gets done often looks completely different. You'll see who employees turn to when they need help, advice, or to influence decision-making. And, more importantly, you can see where information flow stops or how bottlenecks form.
Here's my hot take: To use this effectively, you have to start with the right question. Like most analytic tools, if your question isn't clear, your answers won't be either… insights must translate into actions that support people, rather than just becoming expensive trivia.
Lessons from the field
During my time at Deloitte, I was part of a team that was building our Adaptable Organizational Network Analysis. Our work wasn't theoretical - it was hands-on, solving real, messy organizational challenges. One memorable case involved a major merger. Stress and uncertainty were palpable, and traditional communication channels weren’t enough. By using SNA, we quickly identified influential employees trusted by both sides. Engaging these connectors enabled smoother integration, reduced resistance, and sped up effective collaboration - truly a breath of fresh air during a tense time. Deloitte has shared more about how the AONA work goes here.
But even beyond mergers, I’ve seen SNA used in a myriad of ways. Some examples include:
Mentorship programs: By identifying highly connected or respected individuals, organizations can intentionally pair them with newer or less connected employees. This helps expand inclusion and speeds up onboarding. One client saw dramatically faster integration of new hires after adjusting mentorship assignments based on SNA insights.
Team realignments: If one team is overloaded with internal collaboration but isolated from other departments, SNA can show where cross-functional interactions are breaking down. We can use this to adjust team structures and create new cross-functional task forces that break silos and energize decision-making (energy being key here - sometimes people aren’t burned out, they are just lacking energy!)
Communication improvements: SNA highlights where communication is either too concentrated or fragmented. If a single person becomes the bottleneck, or if there’s no clear path for messages to flow, targeted communications strategies can address it. We can help clients cascade change messages more effectively by enlisting informal influencers to serve as peer communicators.
At EJ Intelligence, I’ve carried forward these practical, action-oriented ideas using robust platforms like Polinode. Polinode captures both quantitative data (the numbers) and qualitative insights (the stories behind relationships), transforming them into actionable visual maps and strategic recommendations. Check out some of their deeper insights here - the team is really fantastic!
So you want to run SNA at your organization… what do you need to consider?
As valuable as SNA can be, it's critical to approach it thoughtfully. Here are some guiding considerations I always discuss with my clients:
Be clear on your goals: Define exactly why you're using SNA. Draft a hypothesis for what you think you might see. Whether it’s boosting collaboration, fostering innovation, or improving culture - clarity upfront ensures you gain meaningful insights.
Respect privacy and ethics: These are people’s relationships you're analyzing. Transparency, respect, and ethical handling of data are non-negotiable. Trust is crucial for success.
Be prepared to act: In order to capture data on relationships, we need input from each employee in the area you want to observe. Since employees are aware you’re up to something, SNA findings without effective follow-up will only frustrate them. Make sure you're committed to making real changes in the event you uncover some true problems.
Communicate, communicate, communicate: Clearly explain the purpose, the process, and the outcomes of your SNA efforts. Employees must understand why you’re doing this and feel safe and supported throughout.
Avoid common misconceptions: Some people worry SNA is intrusive or only relevant to HR. In reality, it’s a cross-functional strategy tool, and when done well, it actually strengthens relationships, inclusion, and engagement.
In short, effective SNA isn’t passive - it demands proactive leadership and thoughtful actions.
Final thoughts
When thoughtfully implemented, Social Network Analysis becomes an indispensable strategic tool - not merely diagnostic but a foundation for informed, human-centric action. Clients who successfully leverage SNA typically experience:
Improved collaboration across departments
Higher levels of employee engagement and retention
Faster, smoother change management processes
Enhanced innovation due to more dynamic knowledge-sharing
At EJ Intelligence, our approach ensures insights translate directly into strategic decisions and sustainable change that genuinely supports your people.
Curious about exploring your organization's hidden networks? Let's discuss how SNA can effectively shape your strategic initiatives.