Download - New Metrics for New Media Bay Area CIO IT Executives Meetup

Telligent Social AnalyticsNew Metrics for New MediaResearch & Tools

Marc A. SmithChief Social Scientist

Telligent Systems

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

Social media platforms are a source of multiple Social network data sets:

“Friends”“Replies”“Follows”

“Comments”“Reads”

“Co-edits”“Co-mentions”

“Hybrids”

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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http://jcmc.indiana.edu/vol10/issue4/turner.html




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


Darwin Bell15

http://flickr.com/photos/darwinbell/

http://www.cybergeography.org/atlas/cox_1457_large.jpg

http://flickr.com/photo_zoom.gne?id=315051291&size=o

Pajek without modification can

sometimes reveal structures of great interest.


Two “answer people” with an emerging 3rd.

Mapping Newsgroup

Social Ties

Microsoft.public.windowsxp.server.general17

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


Journal of Social Structure: “Visualizing the Signatures of Social Roles in Online Discussion Groups”


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


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




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)

http://bibsi6.cms.si.umich.edu/node/3



http://bibsi6.cms.si.umich.edu/biblio/author/4









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

Social media usage generatesSocial Networks

Display community members sorted by network attributes using Excel Data|Sort

http://www.connectedaction.net/2009/05/17/2009-icwsm-poster-distinguishing-knowledge-vs-social-capital-in-social-media-with-roles-and-context/

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.

NodeXL: Network Overview, Discovery and Exploration for Excel

Leverage spreadsheet for storage of edge and vertex data

http://www.codeplex.com/nodexl

The NodeXL Team

The NodeXL project is Available via the CodePlexOpen Source Project Hosting Site:

Site:http://www.codeplex.com/nodexl

NodeXL:Display nodes with subgraph images sorted by network attributes using Excel Data|Sort

Resources to supportEducational Use ofNodeXL

Free Tutorial/Manual

Data SetsAvailable

NodeXL: Filtered clusters

NodeXL: Import social networks from email

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

NodeXL Partnerships and community

University of MarylandOhio University

Stanford UniversityUniversity of Pennsylvania

YOU?

10,000 + downloads on Codeplex

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?

Telligent Social AnalyticsResearch & Tools

Marc A. SmithChief Social Scientist

Telligent Systems

[email protected]://www.telligent.com

http://www.connectedaction.net

mailto:[email protected]

http://www.telliegnt.com/

http://www.connectedaction.net/