New Metrics for New Media Bay Area CIO IT Executives Meetup

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Telligent Social Analytics New Metrics for New Media Research & Tools Marc A. Smith Chief Social Scientist Telligent Systems

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Presentation done by Marc Smith, Chief Social Scientist, Telligent at the Bay Area CIO/IT Executives meetup http://www.meetup.com/CIO-IT-Executives/ run by Tatyana Kanzaveli.

Transcript of New Metrics for New Media Bay Area CIO IT Executives Meetup

  • 1.Telligent Social AnalyticsNew Metrics for New MediaResearch & Tools
    Marc A. SmithChief Social ScientistTelligent Systems

2. E-mail (and more) is from people to people
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3. Patterns are left behind
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4. Social NetworkTheory
Central tenet
Social structure emerges from
the aggregate of relationships (ties)
among members of a population
Phenomena of interest
Emergence of cliques and clusters
from patterns of relationships
Centrality (core), periphery (isolates),
betweenness
Methods
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 ofCommunication, Simon Fraser University. pp.7-16
5. Social media platforms are a source of multiple Social network data sets:FriendsRepliesFollowsCommentsReadsCo-editsCo-mentionsHybrids
6. 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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11. AnswerPersonSignatures
Discussion
People
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12. Discussion Starter
Spammer
Reply orientedDiscussion
Flame
Warrior
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13. The Ties that Blind?
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14. Reply-To Network
Network at distance 2 for the most prolific author of the microsoft.public.internetexplorer.general newsgroup
The Ties that Blind?
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Darwin Bell
16. The Ties that Blind?
Pajek without modification can sometimes reveal structures of great interest.
17. Mapping Newsgroup Social Ties
Microsoft.public.windowsxp.server.general
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Two answer people with an emerging 3rd.
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19. Distinguishing attributes:
Answer person
Outward ties to local isolates
Relative absence of triangles
Few intense ties
Reply Magnet
Ties from local isolates
Often inward only Sparse, few triangles
Few intense ties
Reply Magnet
Ties from local isolates often inward only
Sparse, few triangles
Few intense ties
Journal of Social Structure: Visualizing the Signatures of Social Roles in Online Discussion Groups http://www.cmu.edu/joss/content/articles/volume8/Welser/
20. Distinguishing attributes:
Answer person
Outward ties to local isolates
Relative absence of triangles
Few intense ties
Discussion person
Ties from local isolates often inward only
Dense, many triangles
Numerous intense ties
Reply Magnet
Ties from local isolates often inward only
Sparse, few triangles
Few intense ties
Journal of Social Structure: Visualizing the Signatures of Social Roles in Online Discussion Groups http://www.cmu.edu/joss/content/articles/volume8/Welser/
21. Recent publications
"Visualizing the Signatures of Social Roles in Online Discussion GroupsThe Journal of Social Structure. 8(2)
Picturing Usenet
The Journal of Computer Mediated Communication
You are who you talk to
HICSS 2007
22. Leading research: Adamic et al. 2008
Knowledge Sharing and Yahoo Answers: Everyone Knows Something,Adamic, Lada A.,Zhang Jun,BakshyEytan, andAckerman Mark S., WWW2008, (2008)
23. Use social network analysis measurements in reporting on social media data.Analytics calculates network metrics for all content authors.In-degreeOut-degreeEigenvector centralityClustering coefficientIngredients of User Type Scores
24. Social media usage generatesSocial Networks
25. Display community members sorted by network attributes using Excel Data|Sort
26. 27. 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.
28. NodeXL: Network Overview, Discovery and Exploration for Excel
Leverage spreadsheet for storage of edge and vertex data
http://www.codeplex.com/nodexl
29. The NodeXL Team
30. The NodeXL project is Available via the CodePlexOpen Source Project Hosting Site:
Site:http://www.codeplex.com/nodexl
31. 32. NodeXL:Display nodes with subgraph imagessorted by network attributes using Excel Data|Sort
33. Resources to supportEducational Use ofNodeXLFree Tutorial/Manual
Data SetsAvailable
34. 35. 36. NodeXL: Filtered clusters
37. NodeXL: Import social networks from email
38. NodeXL: Import social networks from email
39. 40. Social Network Analysis Engine Development: NodeXL
Extend and apply social network analysis engine:
Improve layouts and visualizations
Additional metrics and measures
Technical architecture shift to the web and cloud
Scale and performance
Clustering and time series analysis
41. NodeXL Partnerships and community
University of Maryland
Ohio University
Stanford University
University of Pennsylvania
YOU?
10,000 + downloads on Codeplex
42. Telligent Analytics
Provides a source of network edge lists and integrates social network metrics in User Type Scores
Further possible social network analysis applications
Recommendations: my friends edit what documents?
Search optimization: show documents from answer people
Role discovery: who are the topic starters?The answer people?
43. Telligent Social AnalyticsResearch & Tools
Marc A. SmithChief Social ScientistTelligent Systems
[email protected]
http://www.telligent.com
http://www.connectedaction.net