Synergies Between Search and Social Metrics

Synergies BetweenSearch and Social Metrics
@ mediaX • Stanford University
David A. Shamma • Yahoo! Research

Internet Experiences Group (IEG)
Yahoo! Research

Internet ExperiencesYahoo! Research
Elizabeth Churchill
M Cameron Jones
Ayman

IEG Research Areas

Methods
Experience measurement through method triangulation:
Literature/business analysis
Site reviews
Data visualization
Surveys
Field studies
Prototypes
Activity log analysis
Psychology, Sociology, Anthropology,
Linguistics, Computer Science, Design

Why are these people here?
Dolores Park, San Francisco July 2006.

People Like Video
FIFA World Cup Final 2006.

Legacy Web Video

Legacy Metrics
Page Views
Playback
Tags
Links/Embed
Favorites
Comments
People
Shares

Yahoo! Zync

What to Collect to measure engagement?
Type of event (Zync player command or a normal chat message)
Anonymous hash (uniquely identifies the sender and the receiver, without exposing personal account data)
URL to the shared video
Timestamp for the event
The player time(with respect to the specific video) at the point the event occurred
The number of characters and the number words typed (for chat messages)
Emoticons used in the chat message

A Short Movie

Percent of actions over time.

Volume of actions over time.

Chat follows the video!
CHAT

Social Networks

Boundary Objects

Core Stats (opt-in)
April 1, 2009 through April 7, 2009 (inclusive).
3.25 million events (URLs, chat, volumes, pause events).
24,258 users • 24,506 sessions
Of these users, 35.29% (μ=2:02, σ= 2:72,σ2= 7:40) of the users engaged in more than one session during that week
76,762 URLs, 23% shared in more than one session.
Over 99% of the shared videos came from YouTube.
Approximately 2% of all the URLs sent within Yahoo! Messenger at-large.

Reciprocity
43.6% of the sessions the invitee played at least one video back to the session’s initiator.
77.7% sharing reciprocation
Pairs of people often exchanged more than one set of videos in a session.
In the categories of Nonprofit, Technology and Shows, the invitees shared more videos to the initiator (5:4, 9:7, and 5:2 respectably).

What are they doing?

Now they would be Tweeting!

People Tweet While They Watch

CurrentTV: Hack the Debate

Tweet Crawl
Three hashtags: #current #debate08 #tweetdebate
97 mins debate + 53 mins following = 2.5 hours total.
3,238 tweets from 1,160 people.
1,824 tweets from 647 people during the debate.
1,414 tweets from 738 people post debate.
577 @ mentions (reciprocity!)
266 mentions during the debate
311 afterwards.
Low RT: 24 retweets in total
6 during
18 afterwards.

1st Presidential Debate Sampled Tweet Volume over time.

1st Presidential Debate Sampled Tweet Volume over time.
CHAT

Video Segmentation

#tags as boundary objects

Hey @newshour!

High Centrality

Topics follow but not aligned

In Search of Social…
Instrument for Engagement
Privacy
Volume of Interaction
Search for Expression
Crawling samples
Re-query for missed data
Identify pragmatics of the medium
Twitter can be content free
Twitter isn't necessarily social
Find meaningful reciprocity
Merge Classical Methods with Social Metrics
Model social interaction as it is represented and beyond

thanks to echu, lyndon, mcjones!
Fin.
aymans@acm.org • http://shamurai.com

Synergies Between Search and Social Metrics

by David Shamma on Aug 05, 2009

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