Post on 08-May-2015
description
Telligent Social AnalyticsNew Metrics for New MediaResearch & Tools
Marc A. SmithChief Social Scientist
Telligent Systems
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E-mail (and more) is from people to people
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Patterns are left behind
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SOCIAL NETWORKTHEORYCentral tenet
Social structure emerges from the aggregate of relationships (ties) among members of a population
Phenomena of interestEmergence of cliques and clusters
from patterns of relationshipsCentrality (core), periphery (isolates),
betweennessMethods
Surveys, interviews, observations, log file analysis, computational analysis of matrices
(Hampton &Wellman, 1999; Paolillo,2001; Wellman, 2001)
Source: Richards, W. (1986). The NEGOPY network
analysis program. Burnaby, BC: Department of
Communication, Simon Fraser University. pp.7-16
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Social media platforms are a source of multiple Social network data sets:
“Friends”“Replies”“Follows”
“Comments”“Reads”
“Co-edits”“Co-mentions”
“Hybrids”
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Hardin, Garrett. 1968/1977. “The tragedy of the commons.” Science 162: 1243-48. Pp. 16-30 in Managing the Commons, edited by G. Hardin and J. Baden. San Francisco: Freeman.
Wellman, Barry. 1997. “An electronic group is virtually a social network.” In S. Kiesler (Ed.), The Culture of the Internet. Hillsdale, NJ: Lawrence Erlbaum.
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AnswerPerson
Signatures
DiscussionPeople
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Spammer
Discussion Starter
Reply orientedDiscussion
FlameWarrior
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The Ties that Blind?
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Reply-To NetworkNetwork at distance 2 for the most prolific author of the
microsoft.public.internetexplorer.general newsgroup
The Ties that Blind?
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Darwin Bell15
Page 16Pajek without modification can
sometimes reveal structures of great interest.
The Ties that Blind?
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Two “answer people” with an emerging 3rd.
Mapping Newsgroup
Social Ties
Microsoft.public.windowsxp.server.general17
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Journal of Social Structure: “Visualizing the Signatures of Social Roles in Online Discussion Groups”
http://www.cmu.edu/joss/content/articles/volume8/Welser/
Distinguishing attributes:Answer person
Outward ties to local isolatesRelative absence of triangles
Few intense ties
Reply MagnetTies from local isolates
Often inward only Sparse, few triangles
Few intense ties
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Journal of Social Structure: “Visualizing the Signatures of Social Roles in Online Discussion Groups”
http://www.cmu.edu/joss/content/articles/volume8/Welser/
Distinguishing attributes:Answer person
Outward ties to local isolatesRelative absence of triangles
Few intense ties
Discussion personTies from local isolates
often inward onlyDense, many trianglesNumerous intense ties
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Recent publications
"Visualizing the Signatures of Social Roles in Online Discussion Groups”
The Journal of Social Structure. 8(2)
“Picturing Usenet” The Journal of Computer Mediated
Communication
“You are who you talk to”HICSS 2007
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Leading research: Adamic et al. 2008
Knowledge Sharing and Yahoo Answers: Everyone Knows Something,Adamic, Lada A., Zhang Jun, Bakshy Eytan, and Ackerman Mark S. , WWW2008, (2008)
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Use social network analysis measurements in reporting on
social media data.
Analytics calculates network metrics for all content authors.
In-degreeOut-degree
Eigenvector centralityClustering coefficient
Ingredients of User Type Scores
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Social media usage generatesSocial Networks
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Display community members sorted by network attributes using Excel Data|Sort
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User type reports in Telligent Analytics Include social network metrics to define different kinds of contributors:
Answerer: users who reply to many questions from many people. Influencer: users who are connected to other well connected users.Asker: users who raise questions that get answered by answer people.Connector: highly connected users who are replied to or linked to by many other community users.Originator: initiates new content in the site that is often linked to by others.Commenter: replies or links to content created by others.Spectator: reads but tends not to create content.Overseer: moderates content created by others.
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NodeXL: Network Overview, Discovery and Exploration for Excel
Leverage spreadsheet for storage of edge and vertex data
http://www.codeplex.com/nodexl
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The NodeXL Team
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The NodeXL project is Available via the CodePlexOpen Source Project Hosting Site:
Site:http://www.codeplex.com/nodexl
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NodeXL:Display nodes with subgraph images sorted by network attributes using Excel Data|Sort
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Resources to supportEducational Use ofNodeXL
Free Tutorial/Manual
Data SetsAvailable
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NodeXL: Filtered clusters
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NodeXL: Import social networks from email
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NodeXL: Import social networks from email
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Social Network Analysis Engine Development: NodeXL
Extend and apply social network analysis engine:
Improve layouts and visualizationsAdditional metrics and measuresTechnical architecture shift to the web and cloudScale and performanceClustering and time series analysis
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NodeXL Partnerships and community
University of MarylandOhio University
Stanford UniversityUniversity of Pennsylvania
YOU?
10,000 + downloads on Codeplex
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Telligent Analytics
Provides a source of network edge lists and integrates social network metrics in User Type Scores
Further possible social network analysis applicationsRecommendations: my friend’s edit what documents?
Search optimization: show documents from “answer people”Role discovery: who are the topic starters? The answer people?
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Telligent Social AnalyticsResearch & Tools
Marc A. SmithChief Social Scientist
Telligent Systems
Marc.Smith@Telligent.comhttp://www.telligent.com
http://www.connectedaction.net