Finding direction in a sea of connection: <br />Mapping networks and <br />Social media<br />Marc A. Smith<br />Chief Soci...
About Me<br />Introductions<br />Marc A. Smith<br />Chief Social Scientist<br />Connected Action Consulting Group<br />Mar...
About You<br />Introductions<br />Organization<br />Interest in networks<br />Technical skills<br />Social media usage<br ...
http://www.flickr.com/photos/library_of_congress/3295494976/sizes/o/in/photostream/<br />
http://www.flickr.com/photos/amycgx/3119640267/<br />
Collaboration networks are social networks<br />
SNA 101<br /><ul><li>Node
“actor” on which relationships act; 1-mode versus 2-mode networks
Edge
Relationship connecting nodes; can be directional
Cohesive Sub-Group
Well-connected group; clique; cluster
Key Metrics
Centrality (group or individual measure)
Number of direct connections that individuals have with others in the group (usually look at incoming connections only)
Measure at the individual node or group level
Cohesion (group measure)
Ease with which a network can connect
Aggregate measure of shortest path between each node pair at network level reflects average distance
Density (group measure)
Robustness of the network
Number of connections that exist in the group out of 100% possible
Betweenness (individual measure)
# shortest paths between each node pair that a node is on
Measure at the individual node level
Node roles
Peripheral – below average centrality
Central connector – above average centrality
Broker – above average betweenness</li></ul>A<br />B<br />C<br />A<br />B<br />D<br />E<br />D<br />E<br />G<br />F<br />C...
Location, Location, Location<br />
Network of connections among “SharePoint” mentioning Twitter users<br />Position, Position, Position<br />
Most “between” people in the Network of connections among “SharePoint” Twitter users<br />
There are many kinds of ties….<br />http://www.flickr.com/photos/stevendepolo/3254238329<br />
“Think Link”Nodes & Edges<br />Is related to<br />B<br />A<br />In and Out Degree<br />
“Think Link”Nodes & Edges<br />Is related to<br />Edits<br />B<br />A<br />Shares membership <br />Ties of different types...
“Think Link”Nodes & Edges<br />Is related to<br />Edits<br />Person<br />Document<br />Shares membership <br />Nodesof dif...
Collections of ConnectionsCentralities<br />Degree<br />Closeness<br />Betweenness<br />Eigenvector<br />http://en.wikiped...
Each contains one or more social networks<br />World Wide Web<br />
NodeXLNetwork Overview Discovery and Exploration add-in for Excel 2007/2010<br />Heather has high betweenness<br />Diane h...
Social Networks<br />History: from the dawn of time!<br />Theory and method: 1934 -><br />Jacob L. Moreno<br />http://en.w...
Social Network Theoryhttp://en.wikipedia.org/wiki/Social_network<br />Central tenet  <br />Social structure emerges from <...
Welser, Howard T., Eric Gleave, Danyel Fisher, and Marc Smith. 2007. Visualizing the Signatures of Social Roles in Online ...
Friends, foes, and fringe: norms and structure in political discussion networks. Proceedings of the 2006 International Con...
Introduction to NodeXL<br />
NodeXL: Network Overview, Discovery and Exploration for Excel<br />Leverage spreadsheet for storage of edge and vertex dat...
Social Media Research Foundation<br />Open Tools, Open Data, Open Scholarship<br />
Social Media Research Foundationhttp://smrfoundation.org<br />
Now Available<br />
Communities in Cyberspace<br />
Import from multiple social media networksources<br />
http://www.youtube.com/watch?v=0M3T65Iw3Ac<br />NodeXL Video<br />
NodeXL<br />Free/Open Social Network Analysis add-in for Excel 2007 makes graph theory as easy as a bar chart, integrated ...
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20110128 connected action-node xl-sea of connections

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Slides for the 28 January 2011 Presentation of "Finding direction in a sea of connection" at Hartnell College in Salinas, California, sponsored by the Community Foundation for Monterey County (CFMCO.org)

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  • http://www.flickr.com/photos/library_of_congress/3295494976/sizes/o/in/photostream/
  • http://www.flickr.com/photos/amycgx/3119640267/
  • A tutorial on analyzing social media networks is available from: casci.umd.edu/NodeXL_TeachingDifferent positions within a network can be measured using network metrics.
  • 2010 - May - 7 - NodeXL - twitter global warming
  • 2010 - May - 7 - NodeXL - twitter climate change
  • 20110128 connected action-node xl-sea of connections

    1. 1. Finding direction in a sea of connection: <br />Mapping networks and <br />Social media<br />Marc A. Smith<br />Chief Social ScientistConnected Action Consulting Group<br />marc@connectedaction.net<br />http://www.connectedaction.net<br />http://www.codeplex.com/nodexl<br />A project from the Social Media Research Foundation: http://www.smrfoundation.org<br />
    2. 2. About Me<br />Introductions<br />Marc A. Smith<br />Chief Social Scientist<br />Connected Action Consulting Group<br />Marc@connectedaction.net<br />http://www.connectedaction.net<br />http://www.codeplex.com/nodexl<br />http://www.twitter.com/marc_smith<br />http://delicious.com/marc_smith/Paper<br />http://www.flickr.com/photos/marc_smith<br />http://www.facebook.com/marc.smith.sociologist<br />http://www.linkedin.com/in/marcasmith<br />http://www.slideshare.net/Marc_A_Smith<br />http://www.smrfoundation.org<br />
    3. 3. About You<br />Introductions<br />Organization<br />Interest in networks<br />Technical skills<br />Social media usage<br />Data sets<br />Questions you want networks to help answer<br />
    4. 4. http://www.flickr.com/photos/library_of_congress/3295494976/sizes/o/in/photostream/<br />
    5. 5. http://www.flickr.com/photos/amycgx/3119640267/<br />
    6. 6.
    7. 7. Collaboration networks are social networks<br />
    8. 8. SNA 101<br /><ul><li>Node
    9. 9. “actor” on which relationships act; 1-mode versus 2-mode networks
    10. 10. Edge
    11. 11. Relationship connecting nodes; can be directional
    12. 12. Cohesive Sub-Group
    13. 13. Well-connected group; clique; cluster
    14. 14. Key Metrics
    15. 15. Centrality (group or individual measure)
    16. 16. Number of direct connections that individuals have with others in the group (usually look at incoming connections only)
    17. 17. Measure at the individual node or group level
    18. 18. Cohesion (group measure)
    19. 19. Ease with which a network can connect
    20. 20. Aggregate measure of shortest path between each node pair at network level reflects average distance
    21. 21. Density (group measure)
    22. 22. Robustness of the network
    23. 23. Number of connections that exist in the group out of 100% possible
    24. 24. Betweenness (individual measure)
    25. 25. # shortest paths between each node pair that a node is on
    26. 26. Measure at the individual node level
    27. 27. Node roles
    28. 28. Peripheral – below average centrality
    29. 29. Central connector – above average centrality
    30. 30. Broker – above average betweenness</li></ul>A<br />B<br />C<br />A<br />B<br />D<br />E<br />D<br />E<br />G<br />F<br />C<br />D<br />H<br />I<br />E<br />
    31. 31. Location, Location, Location<br />
    32. 32. Network of connections among “SharePoint” mentioning Twitter users<br />Position, Position, Position<br />
    33. 33. Most “between” people in the Network of connections among “SharePoint” Twitter users<br />
    34. 34. There are many kinds of ties….<br />http://www.flickr.com/photos/stevendepolo/3254238329<br />
    35. 35. “Think Link”Nodes & Edges<br />Is related to<br />B<br />A<br />In and Out Degree<br />
    36. 36. “Think Link”Nodes & Edges<br />Is related to<br />Edits<br />B<br />A<br />Shares membership <br />Ties of different types<br />
    37. 37. “Think Link”Nodes & Edges<br />Is related to<br />Edits<br />Person<br />Document<br />Shares membership <br />Nodesof different types<br />
    38. 38. Collections of ConnectionsCentralities<br />Degree<br />Closeness<br />Betweenness<br />Eigenvector<br />http://en.wikipedia.org/wiki/Centrality<br />
    39. 39. Each contains one or more social networks<br />World Wide Web<br />
    40. 40. NodeXLNetwork Overview Discovery and Exploration add-in for Excel 2007/2010<br />Heather has high betweenness<br />Diane has high degree<br />A minimal network can illustrate the ways different locations have different values for centrality and degree<br />
    41. 41. Social Networks<br />History: from the dawn of time!<br />Theory and method: 1934 -><br />Jacob L. Moreno<br />http://en.wikipedia.org/wiki/Jacob_L._Moreno<br />
    42. 42. Social Network Theoryhttp://en.wikipedia.org/wiki/Social_network<br />Central tenet <br />Social structure emerges from <br /> the aggregate of relationships (ties) <br /> among members of a population<br />Phenomena of interest<br />Emergence of cliques and clusters <br /> from patterns of relationships<br />Centrality (core), periphery (isolates), <br /> betweenness<br />Methods<br />Surveys, interviews, observations, log file analysis, computational analysis of matrices<br />(Hampton &Wellman, 1999; Paolillo, 2001; Wellman, 2001)<br />Source: Richards, W. (1986). The NEGOPY network analysis program. Burnaby, BC: Department of Communication, Simon Fraser University. pp.7-16<br />
    43. 43.
    44. 44.
    45. 45.
    46. 46.
    47. 47. Welser, Howard T., Eric Gleave, Danyel Fisher, and Marc Smith. 2007. Visualizing the Signatures of Social Roles in Online Discussion Groups.The Journal of Social Structure. 8(2).<br />Experts and “Answer People”<br />Discussion people, Topic setters<br />Discussion starters, Topic setters<br />
    48. 48. Friends, foes, and fringe: norms and structure in political discussion networks. Proceedings of the 2006 International Conference on Digital Government Research.<br />John Kelly, Danyel Fisher, and Marc Smith.<br />
    49. 49. Introduction to NodeXL<br />
    50. 50. NodeXL: Network Overview, Discovery and Exploration for Excel<br />Leverage spreadsheet for storage of edge and vertex data<br />http://www.codeplex.com/nodexl<br />
    51. 51. Social Media Research Foundation<br />Open Tools, Open Data, Open Scholarship<br />
    52. 52. Social Media Research Foundationhttp://smrfoundation.org<br />
    53. 53. Now Available<br />
    54. 54. Communities in Cyberspace<br />
    55. 55. Import from multiple social media networksources<br />
    56. 56. http://www.youtube.com/watch?v=0M3T65Iw3Ac<br />NodeXL Video<br />
    57. 57. NodeXL<br />Free/Open Social Network Analysis add-in for Excel 2007 makes graph theory as easy as a bar chart, integrated analysis of social media sources.<br />http://nodexl.codeplex.com<br />
    58. 58.
    59. 59. 2010 - May - 7 - NodeXL - twitter global warming<br />
    60. 60. 2010 - May - 7 - NodeXL - twitter climate change<br />
    61. 61. Bernie Hogan is a Research Fellow at the Oxford Internet Institute at the University of Oxford. Bernie's work focuses on the process of networking, or maintaining connections with other people. His dissertation focused on the use of multiple media for networking while his current research on Facebook looks at the complexities of networking with multiple groups on a single site.<br />
    62. 62. Facebook “ego” networks<br />
    63. 63. Scott Golder (@redlog) is a graduate student in Sociology at Cornell University. He was previously a researcher at HP Labs, and holds an A.B. in Linguistics with Computer Science from Harvard University and an M.S. in Media Arts and Sciences from the MIT Media Laboratory. His research interests broadly include network and social identity effects online, which he has examined in a variety of environments including usenet, online poker, social bookmarking and social network services. His website is www.redlog.net.<br />Vladimir Barash (@vlad43210) is a graduate student in Information Science at Cornell University. He holds a BA in Cognitive Science from Yale University. His research interests include social media, online communities and diffusion, and his thesis topic is on the structural properties of diffusion in social networks. His websited is www.vlad43210.com<br />
    64. 64. Tuesday 18 May<br />4:00pm<br />Arlen Specter<br />Following: 348 <br />Followers: 8704<br />Tweets: 580<br />Joe Sestak<br />Following: 3845 <br />Followers: 3631<br />Tweets: 763<br />
    65. 65. Tuesday 18 May<br />4:00pm<br />Arlen Specter<br />Following: 348 <br />Followers: 8704<br />Tweets: 580<br />Joe Sestak<br />Following: 3845 <br />Followers: 3631<br />Tweets: 763<br />
    66. 66. Social media looks like...<br />http://www.cmu.edu/joss/content/articles/volume8/Welser/<br />
    67. 67. Which contains subgraphs<br />
    68. 68. That result in “Badges” Markers of social status<br />Thanks to 3ones.com<br />
    69. 69. Social Media NetworkBadges<br />Connected Action badges allow publishers and community developers to encourage the community engagement they value by rewarding the user behaviors they desire.<br />
    70. 70. Network Based Game Mechanics for Social Media<br />How badges shape behavior:<br />> Status markers<br />> Aspirational targets<br />> Volume and location rewards:         <br />        longer posts, more prominently located<br />
    71. 71. Questions we answer<br /><ul><li>Who contributes the most effectively?Resulting in most pageviews
    72. 72. Who connects the most?Resulting in new users/visits/cross-pollination of content
    73. 73. Who answers the questions?Adding authoritativeness to your community discussions
    74. 74. Who starts the conversations?Resulting in new engagement, increased time spent and pageviews
    75. 75. How to encourage more of this behavior?Resulting in more of the same</li></li></ul><li>Badges on Comments<br />Thanks to 3ones.com<br />
    76. 76. Badging Events in Recent Comments Stream<br />Thanks to 3ones.com<br />
    77. 77. User Badge Widget<br />Thanks to 3ones.com<br />
    78. 78. Badge Types<br /><ul><li>Basic Badges:
    79. 79. Popular: people who are connected to many other people
    80. 80. Networker: people who span widely across the community, connecting many
    81. 81. Influential: people who are connected to the highly connected people
    82. 82. Advanced badges include:
    83. 83. Answer Person: people who have provided brief replies to many low frequency contributors
    84. 84. Agenda Setter: people who introduce topics that attract many repliers
    85. 85. Question Person: people who ask questions that get answered by Answer People
    86. 86. Discussion Person: people who connect to many people who also connect to each other
    87. 87. Eclectic: people who connect to a wide range of content
    88. 88. Newcomers get badges of their own: "Newest Bridge Builder, Newest Discussion person"
    89. 89. Mayor of Topics: Long term contributors in each role get recognized: Senior Bridge Builder, Senior Discussion Person"
    90. 90. Bridge Builder: people who connect with the most diverse collection of others.</li></li></ul><li>Intended Results<br /><ul><li>Badges from your site's Activity Stream
    91. 91. Automated reward and marker system for content creators
    92. 92. Increase engagement
    93. 93. Increase trust
    94. 94. Increase credibility
    95. 95. Decrease attrition
    96. 96. Increase pageviews and visits</li></li></ul><li>Summary: SNA tells you:<br />Macro:<br />What is the “shape” of the crowd?<br />Are there sub-groups/clusters?<br />Micro:<br />Who is at the “center”? <br />Who is at the “edge”?<br />Who is the “bridge”?<br />
    97. 97. Contact:<br />Marc A. Smith<br />Chief Social Scientist<br />Connected Action Consulting Group<br />Marc@connectedaction.net<br />http://www.connectedaction.net<br />http://www.codeplex.com/nodexl<br />http://www.twitter.com/marc_smith<br />http://delicious.com/marc_smith/Paper<br />http://www.flickr.com/photos/marc_smith<br />http://www.facebook.com/marc.smith.sociologist<br />http://www.linkedin.com/in/marcasmith<br />http://www.slideshare.net/Marc_A_Smith<br />http://www.smrfoundation.org<br />
    98. 98. Finding direction in a sea of connection: <br />Mapping networks and <br />Social media<br />Marc A. Smith<br />Chief Social ScientistConnected Action Consulting Group<br />marc@connectedaction.net<br />http://www.connectedaction.net<br />http://www.codeplex.com/nodexl<br />A project from the Social Media Research Foundation: http://www.smrfoundation.org<br />
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