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The Science of Social Media:Social Network Analysis On Facebook          Bernie Hogan (@blurky)             Research Fello...
Source: http://station.woj.com/2011/07/unfacebook-world.html
7        4                                   7       4          10                 6                         10           ...
7       4          10                6                                        5               912                         ...
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 Sch...
NameGenWeb
The Real Answer•   People don’t know what to do with a network.•   People don’t know how to read a network         ...and ...
Having two identities for     yourself is an example of a          lack of integritySource: http://www.flickr.com/photos/br...
Modern Life       Facebook            Hometown            FamilyNeighbors                          Friends      Sports    ...
“Bolivar”
Oxford Friends                                                       Ex-students                     Hobby group          ...
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 differ...
Source: http://www.flickr.com/photos/eogez/3289851965/
Thank You           Bernie Hogan        Research Fellow, OII  http://people.oii.ox.ac.uk/hogan           Twitter: @blurky ...
Leveraging Facebook      Networks• Queries: • Number of friends. • Most mutual friends.• Analysis: • Number of groups• Lin...
When does it matter?• Aral and Walker (2010) - Most return on  recommends: personalized messages, best  return - spam your...
LSS'11: Science of Social Media: Social Network Analysis On Facebook Data, with a local twist
LSS'11: Science of Social Media: Social Network Analysis On Facebook Data, with a local twist
LSS'11: Science of Social Media: Social Network Analysis On Facebook Data, with a local twist
LSS'11: Science of Social Media: Social Network Analysis On Facebook Data, with a local twist
LSS'11: Science of Social Media: Social Network Analysis On Facebook Data, with a local twist
LSS'11: Science of Social Media: Social Network Analysis On Facebook Data, with a local twist
LSS'11: Science of Social Media: Social Network Analysis On Facebook Data, with a local twist
LSS'11: Science of Social Media: Social Network Analysis On Facebook Data, with a local twist
LSS'11: Science of Social Media: Social Network Analysis On Facebook Data, with a local twist
LSS'11: Science of Social Media: Social Network Analysis On Facebook Data, with a local twist
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LSS'11: Science of Social Media: Social Network Analysis On Facebook Data, with a local twist

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This talk gives a brief overview to thinking in networks, and how the clusters and patterns of these nets can inform our ways addressing behaviours on social media. I briefly cover some of the good news and bad news from Facebook research. On the positive side, people who engage the site feel more connected to the wider world and have a better sense of social resources. On the negative side, having all of one's friends on a single site flattens self-presentation into one-size-fits-all identities that can led to social faux pas, self-censorship and social sanctions.

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

  1. 1. The Science of Social Media:Social Network Analysis On Facebook Bernie Hogan (@blurky) Research Fellow Oxford Internet Institute Localsocialsummit 10.11.11
  2. 2. Source: http://station.woj.com/2011/07/unfacebook-world.html
  3. 3. 7 4 7 4 10 6 10 6 5 5 9 912 8 12 8 Me 13 3 13 3 1 11 1 11 2 2
  4. 4. 7 4 10 6 5 912 8 13 3 11 1 2
  5. 5. Why Haven’t Networks Caught on? Or have they?
  6. 6. http://www.flickr.com/photos/stevewilhelm/5406776138/sizes/l/in/photostream/
  7. 7. Red: Professional / OIIOrange: ProfessionalYellow: UndergraduateViolet: Current College Purple: Family Teal: High School Navy: Oxford Social Cyan: High School 2 Forest: Internship Green: Grad School
  8. 8. NameGenWeb
  9. 9. 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.
  10. 10. Having two identities for yourself is an example of a lack of integritySource: http://www.flickr.com/photos/briansolis/2696198607/
  11. 11. Modern Life Facebook Hometown FamilyNeighbors Friends Sports Friends of Friends Co- Everyone workers
  12. 12. “Bolivar”
  13. 13. Oxford Friends Ex-students Hobby group Anonymous Friends Foreign friends
  14. 14. The Lowest Common Denominator in ActionOctober 2010 October 2011
  15. 15. 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.
  16. 16. Source: http://www.flickr.com/photos/eogez/3289851965/
  17. 17. 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.
  18. 18. Leveraging Facebook Networks• Queries: • Number of friends. • Most mutual friends.• Analysis: • Number of groups• Links: • Friends of friends
  19. 19. 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.
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