Rebuilding the Collapsed
                             Contexts in Social Media
                                         Be...
The particular case
                              of a peculiar age
           Person-to-person networking does not underm...
The paradox of convenience
         Everyone is somewhere, no one is everywhere




Saturday, February 6, 2010            ...
Because you can never have too
                                 many irrelevant friends




Saturday, February 6, 2010    ...
A social utility?




                             Source: http://www.alexa.com/topsites
Saturday, February 6, 2010       ...
Source: http://upload.wikimedia.org/wikipedia/en/2/28/Facebook2007.jpg
Saturday, February 6, 2010                         ...
What is Facebook? Really?




Saturday, February 6, 2010           7
Saturday, February 6, 2010   8
Saturday, February 6, 2010   9
Saturday, February 6, 2010   10
Reasons for friends on SNS
  1. Actual friends
  2. Acquaintances, family members, colleagues
  3. It would be socially in...
The friend numbers game
                       •Large university in the American Midwest.
                       •First ye...
Too Many Friends!




Saturday, February 6, 2010                       13
And too many connections




Saturday, February 6, 2010                  14
But again,
             scale matters.
         Men with 500 friends only have
         mutual conversations with 10 of
  ...
ocial Network
                             Analysis to the Rescue!


Saturday, February 6, 2010                           ...
Trace data can tell a lot




                                         Source: Predicting tie strength with social media.
...
Friend lists
                             Tedious and incoherent




Saturday, February 6, 2010                           ...
Eigenvector Community
                               Well partitioned, but
                                  overwhelming
...
Greedy Community
                             Large swaths of Sense




Saturday, February 6, 2010                        ...
High School
                                 Professional
                                                                ...
Network as Context in Email




          Source: Hansen, D. (forthcoming) Analyzing Social Media with NodeXL, chapter 8.
...
Network as context in Twitter




           Source: Smith, M. (forthcoming) Analyzing Social Media with NodeXL, chapter 4...
Networks in Twitter II




Saturday, February 6, 2010                     24
So what?
                     • Lurking within any social network site profile
                             is a host of cl...
Nearness is now a
                              social property as
                             much as a spatial one.
   ...
Looking forward
                        Particular relationships create networks.
                        Norms of access ...
Thank You
                     Bernie Hogan
                  Research Fellow, OII
                                       ...
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LSS@SMW: Bernie Hogan Rebuilding The Collapsed Contexts In Social Media

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As part of the LSS@Social Media Week event, Dr. Bernie Hogan took the opportunity to explore what science can show us about Social Networks

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LSS@SMW: Bernie Hogan Rebuilding The Collapsed Contexts In Social Media

  1. 1. Rebuilding the Collapsed Contexts in Social Media Bernie Hogan, PhD Research Fellow, Oxford Internet Institute University of Oxford Local Social @ Social Media Week, February 4, 2010 Saturday, February 6, 2010 1
  2. 2. The particular case of a peculiar age Person-to-person networking does not undermine distance. But it makes distance secondary to specific social relationships. Each individual has their own unique relationships. Like a thumbprint. We live in an age of access. To be local is to be accessible. Saturday, February 6, 2010 2
  3. 3. The paradox of convenience Everyone is somewhere, no one is everywhere Saturday, February 6, 2010 3
  4. 4. Because you can never have too many irrelevant friends Saturday, February 6, 2010 4
  5. 5. A social utility? Source: http://www.alexa.com/topsites Saturday, February 6, 2010 5
  6. 6. Source: http://upload.wikimedia.org/wikipedia/en/2/28/Facebook2007.jpg Saturday, February 6, 2010 6
  7. 7. What is Facebook? Really? Saturday, February 6, 2010 7
  8. 8. Saturday, February 6, 2010 8
  9. 9. Saturday, February 6, 2010 9
  10. 10. Saturday, February 6, 2010 10
  11. 11. Reasons for friends on SNS 1. Actual friends 2. Acquaintances, family members, colleagues 3. It would be socially inappropriate to say no because you know them 4. Having lots of Friends makes you look popular 5. It’s a way of indicating that you are a fan (of that person, band, etc.) 6. Your list of Friends reveals who you are 7. Their Profile is cool so being Friends makes you look cool 8. Collecting Friends lets you see more people (Friendster) 9. It’s the only way to see a private Profile (MySpace) 10. Being Friends lets you see someone’s bulletins and their Friends-only blog posts (MySpace) 11. You want them to see your bulletins, private Profile, private blog (MySpace) 12. You can use your Friends list to find someone later 13. It’s easier to say yes than no. 11 Saturday, February 6, 2010 11
  12. 12. The friend numbers game •Large university in the American Midwest. •First year social statistics class (2009) •95% Response Rate •Data captured through Facebook API •N = 393. Saturday, February 6, 2010 12
  13. 13. Too Many Friends! Saturday, February 6, 2010 13
  14. 14. And too many connections Saturday, February 6, 2010 14
  15. 15. But again, scale matters. Men with 500 friends only have mutual conversations with 10 of them. Its up to 16 for women. That’s less than 4% of friends. Source: Economist (via Overstated.net) Saturday, February 6, 2010 15
  16. 16. ocial Network Analysis to the Rescue! Saturday, February 6, 2010 16
  17. 17. Trace data can tell a lot Source: Predicting tie strength with social media. Eric Gilbert, Karrie Karahalios and Christian Sandvig. CHI ’09 Saturday, February 6, 2010 17
  18. 18. Friend lists Tedious and incoherent Saturday, February 6, 2010 18
  19. 19. Eigenvector Community Well partitioned, but overwhelming Saturday, February 6, 2010 19
  20. 20. Greedy Community Large swaths of Sense Saturday, February 6, 2010 20
  21. 21. High School Professional Friends (24%) Colleagues (23%) Single event friends (3%) Current Co-workers (13.4%) Friends from Undergraduate (15%) Summer Camp Friends (2%) Family (8%) Grad School Colleagues and Friends (12%) Intern friends (3%) Saturday, February 6, 2010 21
  22. 22. Network as Context in Email Source: Hansen, D. (forthcoming) Analyzing Social Media with NodeXL, chapter 8. Saturday, February 6, 2010 22
  23. 23. Network as context in Twitter Source: Smith, M. (forthcoming) Analyzing Social Media with NodeXL, chapter 4. Saturday, February 6, 2010 23
  24. 24. Networks in Twitter II Saturday, February 6, 2010 24
  25. 25. So what? • Lurking within any social network site profile is a host of clustered peers. Discovering these groups through community detection is an effective way to bring coherence to a profile, and help it scale. • Consider: planning a party, recommending a concert, sending out important news. Saturday, February 6, 2010 25
  26. 26. Nearness is now a social property as much as a spatial one. This is not the same thing as collaborative filtering. Networks do not signify similarity, they signify community. These are the people that do things together, disclose information to each other. Saturday, February 6, 2010 26
  27. 27. Looking forward Particular relationships create networks. Norms of access create overload. Thinking local is one solution, but it is partial. We need to create contexts, so users don’t have to. Saturday, February 6, 2010 27
  28. 28. Thank You Bernie Hogan Research Fellow, OII ;) @blurky bernie.hogan@oii.ox.ac.uk Saturday, February 6, 2010 28
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