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 ...

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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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 Presentation Transcript

  • 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
  • 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
  • 7 4 10 6 5 912 8 13 3 11 1 2
  • 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
  • NameGenWeb
  • 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.