LSS'11: Science of Social Media: Social Network Analysis On Facebook Data, with a local twist

The Science of Social Media:Social Network Analysis On Facebook Bernie Hogan (@blurky) Research Fellow Oxford Internet Institute Localsocialsummit 10.11.11

Source: http://station.woj.com/2011/07/unfacebook-world.html

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Why Haven’t Networks Caught on? Or have they?

http://www.ﬂickr.com/photos/stevewilhelm/5406776138/sizes/l/in/photostream/

Red: Professional / OIIOrange: ProfessionalYellow: UndergraduateViolet: Current College Purple: Family Teal: High School Navy: Oxford Social Cyan: High School 2 Forest: Internship Green: Grad School

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The Real Answer• People don’t know what to do with a network.• People don’t know how to read a network ...and so - we let Facebook read and do for us.

Having two identities for yourself is an example of a lack of integritySource: http://www.ﬂickr.com/photos/briansolis/2696198607/

Modern Life Facebook Hometown FamilyNeighbors Friends Sports Friends of Friends Co- Everyone workers

“Bolivar”

Oxford Friends Ex-students Hobby group Anonymous Friends Foreign friends

The Lowest Common Denominator in ActionOctober 2010 October 2011

Google and Facebook would have youbelieve that you’re a mirror, but we’re actually more like diamonds...Look from a different angle, and you see something completely different.

Source: http://www.ﬂickr.com/photos/eogez/3289851965/

Thank You Bernie Hogan Research Fellow, OII http://people.oii.ox.ac.uk/hogan Twitter: @blurky bernie.hogan@oii.ox.ac.ukHogan, Bernie. 2010. “The Presentation of Self in the Age ofSocial Media: Distinguishing Performances and ExhibitionsOnline.” Bulletin of Science, Technology & Society 30(6):377-386.Hogan, Bernie. 2010. “Visualizing and Interpreting FacebookNetworks.” In Analyzing Social Media Networks with NodeXL, eds.D Hansen, Marc A Smith, and Ben Shneiderman. Burlington, MA:Morgan Kaufmann, p. 165-180.Brooks, Brandon, Howard T. Welser, Bernie Hogan & Scotttitsworth. 2011. “Socioeconomic Status Updates: Family SES andemergent social capital in college student Facebook networks.”Information, Communication & Society (OnlineFirst): 1-21.

Leveraging Facebook Networks• Queries: • Number of friends. • Most mutual friends.• Analysis: • Number of groups• Links: • Friends of friends

When does it matter?• Aral and Walker (2010) - Most return on recommends: personalized messages, best return - spam your friends.• Burke, Kraut and Marlow (2010) - Active participation garners social capital.• Steinfeld, Ellison and Lampe (2008) - Facebook users accrue social capital over time, and more than non users.

LSS'11: Science of Social Media: Social Network Analysis On Facebook Data, with a local twist

by Local Social Summit on Nov 14, 2011

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LSS’11: Science of Social Media: Social Network Analysis On Facebook Data, with a local twist — Presentation Transcript