Photo Credit: Mikey Ottawa
Do your friends make you smarter?
Exploring social interactions in search
Brynn M. Evans Supervised by: David Kirsh

i. Search as an activity
ii. Related work
iii. My previous work
iv. Theoretical orientation
v. Conclusion

Search as an activity

Search Question
What hummingbird species is this?

Photo Credit: OpenThreads

Apr 13 Apr 16 Apr 20 Apr 30 May 9
Icon Credit: fasticon.com & iconaholic.com

Apr 13 Apr 16 Apr 20 Apr 30 May 9
GOOGLE
Icon Credit: fasticon.com & iconaholic.com

Apr 13 Apr 16 Apr 20 Apr 30 May 9
GOOGLE BOOK
Icon Credit: fasticon.com & iconaholic.com

Apr 13 Apr 16 Apr 20 Apr 30 May 9
GOOGLE BOOK FRIENDS
Icon Credit: fasticon.com & iconaholic.com

Apr 13 Apr 16 Apr 20 Apr 30 May 9
GOOGLE BOOK FRIENDS SOCIAL NETWORK
(http://watch.birds.cornell.edu)
Icon Credit: fasticon.com & iconaholic.com

Apr 13 Apr 16 Apr 20 Apr 30 May 9
Anna’s ✔
GOOGLE BOOK FRIENDS SOCIAL NETWORK
Hummingbird!
Icon Credit: fasticon.com & iconaholic.com

search ≠ database lookup
search ≠ keyword queries
Photo Credit: B1gJ4k3

search ≠ database lookup
search ≠ keyword queries
search = an activity
Photo Credit: B1gJ4k3

Even smaller searches are embedded in rich activities

Even smaller searches are embedded in rich activities

Even smaller searches are embedded in rich activities
Photo Source: Peter Voerman
examples from E VANS & C HI 2008

A reaction to the classic view of search

Photo Credit: David Wild
Photo Credit: Thomas Hawk
classic view of search revised view of search
activity can involve other people (remotely or
single‐user activity
co‐located)
query‐response mechanism highly dynamic, fluid process
few keywords, short sessions search can last over an extended period
search takes place in a rich ecology of social and
log files from single search engine information resources

Photo Credit: David Wild
Photo Credit: Thomas Hawk
classic view of search revised view of search
activity can involve other people (remotely or
single‐user activity
co‐located)
query‐response mechanism highly dynamic, fluid process
few keywords, short sessions search can last over an extended period
search takes place in a rich ecology of social and
log files from single search engine information resources

Photo Credit: David Wild
Photo Credit: Thomas Hawk
classic view of search revised view of search
activity can involve other people (remotely or
single‐user activity
co‐located)
query‐response mechanism highly dynamic, fluid process
few keywords, short sessions search can last over an extended period
search takes place in a rich ecology of social and
log files from single search engine information resources

With a revised notion of search...
...comes a revised method of study
Searches are composed of:
Activities
Goals
Operators

With a revised notion of search...
...comes a revised method of study
Searches are composed of:
Log files reveal operators
Activities
Goals
Operators

With a revised notion of search...
...comes a revised method of study
Searches are composed of:
Observations reveal activities
Activities
Goals
Operators

Related work

SEARCH LOCATION
SEARCH GOAL

SEARCH LOCATION
SEARCH GOAL

Information seeking in physical contexts
Photo Credit: Rachael Lovinger
A LLEN 1977; C ROSS ET AL 2001; C ROSS & S PROULL 2004; B ORGATTI & C ROSS 2003

Information seeking in physical contexts
Photo Credit: Rachael Lovinger
A LLEN 1977; C ROSS ET AL 2001; C ROSS & S PROULL 2004; B ORGATTI & C ROSS 2003

Information seeking in physical contexts
Photo Credit: Rachael Lovinger
HIERARCHY (STATUS) PROXIMITY SOCIAL OBLIGATIONS
A LLEN 1977; C ROSS ET AL 2001; C ROSS & S PROULL 2004; B ORGATTI & C ROSS 2003

(Joint) collaborative search online
M ORRIS 2008; P ICKENS ET AL . 2008; P AUL & M ORRIS 2009; S HAH 2008.
SEARCH TOGETHER CO-SENSE

(Joint) collaborative search online
M ORRIS 2008; P ICKENS ET AL . 2008; P AUL & M ORRIS 2009; S HAH 2008.
SEARCH TOGETHER CO-SENSE

SEARCH LOCATION
SEARCH GOAL

SEARCH LOCATION
SEARCH GOAL

Research Questions
Empirical question: How do social interacTons help
with individual search tasks?
Design question: How can we improve search with
social networking technologies?

My previous work

study one survey: everyday searches
study two survey: difficult or failed searches
study three observaTons: cogniTve benefits of
social interacTons during search

Characterization studies of social search
(studies one and two)
E VANS & C HI 2008; E VANS & C HI 2009

Large scale characterization studies
SEARCH STUDY N=
generic or “everyday” 150
difficult or failed 150
Mechanical Turk
Photo Credit: egoldviet (USED WITHOUT PERMISSION)

Large scale characterization studies
SEARCH STUDY N=
generic or “everyday” 150
difficult or failed 150
INFORMATIONAL
searching for informaTon
assumed to be present, but
otherwise unknown

Large scale characterization studies
SEARCH STUDY N= INFORMATIONAL
generic or “everyday” 150 59%
difficult or failed 150 87%
INFORMATIONAL
searching for informaTon
assumed to be present, but
otherwise unknown

Large scale characterization studies
SEARCH STUDY N= INFORMATIONAL
generic or “everyday” 150 59%
difficult or failed 150 87%
BEFORE DURING AFTER
• reflecTon, synthesis
• search preparaTon • search execuTon
• feedback, iteraTon
• problem formulaTon • lookup, foraging, re‐finding
• sensemaking

Large scale characterization studies
SEARCH STUDY N= INFORMATIONAL SOCIAL INTERACTIONS
generic or “everyday” 150 59% 40%
difficult or failed 150 87% 61%
BEFORE DURING AFTER
• reflecTon, synthesis
• search preparaTon • search execuTon
• feedback, iteraTon
• problem formulaTon • lookup, foraging, re‐finding
• sensemaking

SEARCH LOCATION
SEARCH GOAL

SEARCH LOCATION
SEARCH GOAL

Cognitive benefits of social searching
(study three)
E VANS , K AIRAM , P IROLLI 2009; E VANS , K AIRAM , P IROLLI 2009

Recruiting subjects
PRE-TEST SURVEY PARTICIPANTS (N=8)
• knowledge of energy policies
• computer and internet use
• search experTse
• social acTviTes
Icon Credit: Iconaholic.com, dryicon.com E VANS , K AIRAM , P IROLLI 2009; E VANS , K AIRAM , P IROLLI 2009

Recruiting subjects
PRE-TEST SURVEY PARTICIPANTS (N=8)
• knowledge of energy policies
• computer and internet use
• search experTse
• social acTviTes
Icon Credit: Iconaholic.com, dryicon.com E VANS , K AIRAM , P IROLLI 2009; E VANS , K AIRAM , P IROLLI 2009

Two task questions
Icon Credit: iconfactory.com, http://ecotechdaily.com/wp-content/uploads/2008/05/oil_drums_450.jpg

Two task questions
55 mph
“If we lowered the speed limit
nationally to 55 mph, how many
fewer barrels of oil would the
U.S. consume every year?”
Icon Credit: iconfactory.com, http://ecotechdaily.com/wp-content/uploads/2008/05/oil_drums_450.jpg

Two task questions
55 mph Pyrolytic oil
“If we lowered the speed limit “What role does pyrolytic oil (or
nationally to 55 mph, how many pyrolysis) play in the debate over
fewer barrels of oil would the carbon emissions?”
U.S. consume every year?”
Icon Credit: iconfactory.com, http://ecotechdaily.com/wp-content/uploads/2008/05/oil_drums_450.jpg

Two search conditions
SOCIAL NON-SOCIAL
Talk-aloud protocol
• friends • search engines
(email, phone, IM, etc.) (Google, Yahoo)
• social networks • Wikipedia
• blogs
• QuesTon‐Answer sites
Icon Credit: fasticon.com, deleket.com, sykonist.deviantart.com

Two search conditions
SOCIAL NON-SOCIAL
Talk-aloud protocol
• friends • search engines
(email, phone, IM, etc.) (Google, Yahoo)
• social networks • Wikipedia
• blogs
• QuesTon‐Answer sites
Icon Credit: fasticon.com, deleket.com, sykonist.deviantart.com

Protocol
SOCIAL INTERVIEW NON-SOCIAL INTERVIEW
Block duration
12:00 - 35:00 5:00 - 40:00 5:00 - 20:00 5:00 - 18:00
Icon Credit: mugenb16.deviantart.com, bombiadesign.com, dryicon.com

Protocol
SOCIAL INTERVIEW NON-SOCIAL INTERVIEW
Block duration
12:00 - 35:00 5:00 - 40:00 5:00 - 20:00 5:00 - 18:00
Icon Credit: mugenb16.deviantart.com, bombiadesign.com, dryicon.com

Three social tactics
SEARCHING
NETWORK ASKING
TARGETED ASKING
Icon Credit: fasticon.com, deleket.com, walrick.deviantart.com

Coding of activities
SS03
!,!!,!!\" !,!),#$\" !,#&,$&\" !,$#,%(\" !,$*,&*\" !,%(,!!\"
!\"
!,!!,!!\" !,!),#$\" !,#&,$&\" !,$#,%(\" !,$*,&*\" !,%(,!!\"
#\"
TIME
$\"
%\"
&\"
'\"
LEGEND
(\"
SEARCHING NETW. ASKING TARGETED ASKING CHECKING THINKING OFF-TASK
)\"

Coding of activities
SEARCHING
SS03
!\"
[
!,!!,!!\"
]
!,!),#$\" !,#&,$&\" !,$#,%(\" !,$*,&*\" !,%(,!!\"
!,!!,!!\" !,!),#$\" !,#&,$&\" !,$#,%(\" !,$*,&*\" !,%(,!!\"
#\"
TIME
$\"
%\"
&\"
'\"
LEGEND
(\"
SEARCHING NETW. ASKING TARGETED ASKING CHECKING THINKING OFF-TASK
)\"

Coding of activities
SEARCHING
NETWORK ASKING
SS03
!,!!,!!\"
!\"
!,!),#$\"
[ !,#&,$&\"
] !,$#,%(\" !,$*,&*\" !,%(,!!\"
!,!!,!!\" !,!),#$\" !,#&,$&\" !,$#,%(\" !,$*,&*\" !,%(,!!\"
#\"
TIME
$\"
%\"
&\"
'\"
LEGEND
(\"
SEARCHING NETW. ASKING TARGETED ASKING CHECKING THINKING OFF-TASK
)\"

Coding of activities
SEARCHING
NETWORK ASKING TARGETED ASKING
SS03
!,!!,!!\"
!\"
!,!),#$\" !,#&,$&\"
[ !,$#,%(\"
]
!,$*,&*\" !,%(,!!\"
!,!!,!!\" !,!),#$\" !,#&,$&\" !,$#,%(\" !,$*,&*\" !,%(,!!\"
#\"
TIME
$\"
%\"
&\"
'\"
LEGEND
(\"
SEARCHING NETW. ASKING TARGETED ASKING CHECKING THINKING OFF-TASK
)\"

Coding of activities
SEARCHING
NETWORK ASKING TARGETED ASKING
SS03
!,!!,!!\" !,!),#$\" !,#&,$&\" !,$#,%(\" !,$*,&*\" !,%(,!!\"
!\"
!,!!,!!\" !,!),#$\" !,#&,$&\" !,$#,%(\" !,$*,&*\" !,%(,!!\"
#\"
TIME
$\"
%\"
CHECKING THINKING
&\"
OFF-TASK FOR REPLIES
'\"
LEGEND
(\"
SEARCHING NETW. ASKING TARGETED ASKING CHECKING THINKING OFF-TASK
)\"

Depth of processing
SCORE DESCRIPTION
1 identified or perceives facts, data, or info
understands the meaning of info;
2
presents a translaTon of info
3 integrates and synthesizes learned info
TIME
Ex. of learning of
one fact over time
SCORE 1 2 3

Depth of processing
SCORE DESCRIPTION
1 identified or perceives facts, data, or info
understands the meaning of info;
2
presents a translaTon of info
3 integrates and synthesizes learned info
TIME
Ex. of learning of
one fact over time
(FINAL)
SCORE 1 2 3
SCORE FOR FACT #1

Coding of activities
!,!!,!!\" !,!),#$\" !,#&,$&\" !,$#,%(\" !,$*,&*\" !,%(,!!\"
SS03 !\"
!,!!,!!\" !,!),#$\" !,#&,$&\" !,$#,%(\" !,$*,&*\" !,%(,!!\"
!,!!,!!\"
#\" !,!),#$\" !,#&,$&\" !,$#,%(\" !,$*,&*\" !,%(,!!\"
!\"
!,!!,!!\" !,!),#$\" !,#&,$&\" !,$#,%(\" !,$*,&*\" !,%(,!!\"
$\"
#\"
%\"
$\"
&\"
each line = one fact
%\"
'\"
&\"
(\"
'\"
)\"
(\"
*\"
)\"
+\"
*\"
#!\"
+\"
##\"
#!\"
#$\"
##\"
#%\"
#$\"
TIME -./012\"345\" 607/18\"9:;<=\" 607/18\"9:/.>=\" ?8.@5.@A\"
#%\"
-./012\"345\" 607/18\"9:;<=\" 607/18\"9:/.>=\" ?8.@5.@A\"

Coding of activities
!,!!,!!\" !,!),#$\" !,#&,$&\" !,$#,%(\" !,$*,&*\" !,%(,!!\"
SS03 !\"
!,!!,!!\" !,!),#$\" !,#&,$&\" !,$#,%(\" !,$*,&*\" !,%(,!!\"
!,!!,!!\"
#\" !,!),#$\" !,#&,$&\" !,$#,%(\" !,$*,&*\" !,%(,!!\"
!\"
!,!!,!!\" !,!),#$\" !,#&,$&\" !,$#,%(\" !,$*,&*\" !,%(,!!\"
$\"
#\"
%\"
$\"
&\"
each line = one fact
%\"
'\"
&\"
(\"
'\"
)\"
(\"
*\"
)\"
+\"
*\"
the U.S. enacted a 55mph speed limit in 1974
#!\"
+\"
##\"
#!\"
#$\"
##\"
#%\"
#$\"
TIME -./012\"345\" 607/18\"9:;<=\" 607/18\"9:/.>=\" ?8.@5.@A\"
#%\"
-./012\"345\" 607/18\"9:;<=\" 607/18\"9:/.>=\" ?8.@5.@A\"

Coding of activities
!,!!,!!\" !,!),#$\" !,#&,$&\" !,$#,%(\" !,$*,&*\" !,%(,!!\"
SS03 !\"
!,!!,!!\" !,!),#$\" !,#&,$&\" !,$#,%(\" !,$*,&*\" !,%(,!!\"
!,!!,!!\"
#\" !,!),#$\" !,#&,$&\" !,$#,%(\" !,$*,&*\" !,%(,!!\"
!\"
!,!!,!!\" !,!),#$\" !,#&,$&\" !,$#,%(\" !,$*,&*\" !,%(,!!\"
$\"
#\"
%\"
$\"
&\"
each line = one fact
%\"
'\"
&\"
(\"
'\"
)\"
(\"
*\"
)\"
+\"
*\"
#!\"
+\"
##\"
#!\"
#$\"
##\"
#%\"
#$\"
TIME -./012\"345\" 607/18\"9:;<=\" 607/18\"9:/.>=\" ?8.@5.@A\"
#%\"
-./012\"345\" 607/18\"9:;<=\" 607/18\"9:/.>=\" ?8.@5.@A\"

Coding of activities
!,!!,!!\" !,!),#$\" !,#&,$&\" !,$#,%(\" !,$*,&*\" !,%(,!!\"
SS03 !\"
!,!!,!!\" !,!),#$\" !,#&,$&\" !,$#,%(\" !,$*,&*\" !,%(,!!\"
!,!!,!!\"
#\"
!\"
!,!),#$\" !,#&,$&\" !,$#,%(\" !,$*,&*\" !,%(,!!\"
1
2
!,!!,!!\" !,!),#$\" !,#&,$&\" !,$#,%(\" !,$*,&*\" !,%(,!!\"
$\"
#\"
%\"
$\"
3
&\" 3
each line = one fact
%\"
'\"
&\" 2
(\"
'\" 3
)\"
(\"
*\"
)\"
+\"
*\"
#!\"
+\"
##\"
#!\" 2
#$\"
##\" 1
#%\"
+
#$\"
TIME -./012\"345\" 607/18\"9:;<=\" 607/18\"9:/.>=\" ?8.@5.@A\"
#%\" PERFORMANCE SCORE 17
-./012\"345\" 607/18\"9:;<=\" 607/18\"9:/.>=\" ?8.@5.@A\"

More social tactics leads to better performance
#social Performance
ID
tactics score
S04 1 1
S07 1 3
S02 1 6
S06 2 2
S05 2 9
S08 3 7
S01 3 9
S03 3 17
Spearman R: 0.77

More social tactics leads to better performance
#social Performance
ID
tactics score SOCIAL TACTICS
S04 1 1
S07 1 3
S02 1 6 SEARCHING
S06 2 2
S05 2 9
S08 3 7
NETWORK ASKING
S01 3 9
S03 3 17
Spearman R: 0.77 TARGETED ASKING

Number of social tactics is more
predictive of task performance than...

Number of social tactics is more
predictive of task performance than... ...social network size

Number of social tactics is more
predictive of task performance than... ...social network size
...how much knowledge is in
the network

Number of social tactics is more
predictive of task performance than... ...social network size
...how much knowledge is in
the network
...the user’s:
• background knowledge
• and interest in energy policy

Are there complimentary benefits to
different social tactics?

Results
NETWORK ASKING
TARGETED ASKING

Results
Thinking before Thinking a'er
posTng quesTon receiving replies
NETWORK ASKING
TARGETED ASKING

Results
Thinking before Thinking a'er
posTng quesTon receiving replies
60% OF USERS 0% OF USERS
NETWORK ASKING TIME
29% OF USERS 100% OF USERS
TARGETED ASKING TIME

Results
Thinking before Thinking a'er
posTng quesTon receiving replies
60% OF USERS 0% OF USERS
NETWORK ASKING TIME
29% OF USERS 100% OF USERS
TARGETED ASKING TIME
More thinking before posting
questions on social networking sites

Results
Thinking before Thinking a'er
posTng quesTon receiving replies
60% OF USERS 0% OF USERS
NETWORK ASKING TIME
29% OF USERS 100% OF USERS
TARGETED ASKING TIME
More thinking after receiving replies
sent from targeted friends

Social networking sites: Thinking before posting to many

Social networking sites: Thinking before posting to many
“Now, what could I say?”
“Is this better phrased
as two questions?”
“Let’s see...what do I
really want to be asking?”

Targeting friends: Thinking after getting replies from few

Targeting friends: Thinking after getting replies from few
Pyro means...
instant
messenger
Long reply...
email

Targeting friends: Thinking after getting replies from few
“What are people’s
average driving speeds
anyway?”
“Given that, then I need
to also know...”
“If ‘pyro’ means fire, then
this might be a process
to...”
Pyro means...
instant
messenger
Long reply...
email

Nature of Replies
NETWORK ASKING TARGETED ASKING
• short, conversa2onal • long, detailed
• funny, not relevant • focused, relevant

Nature of Replies
NETWORK ASKING TARGETED ASKING
• short, conversa2onal • long, detailed
• funny, not relevant • focused, relevant
“Because no one drives the
speed limit”
“Lots more waste sitting idly
in traffic”
“Isn’t that something I rub
on my [body]? Are you still
in San Francisco?”

Nature of Replies
NETWORK ASKING TARGETED ASKING
• short, conversa2onal • long, detailed
• funny, not relevant • focused, relevant
“Because no one drives the “15-25% savings. But if
speed limit” those cars were electric, we’d
have all those barrels left to
use for something else.”
“Lots more waste sitting idly
in traffic”
“There’s no one national speed
limit, there are two: 55 miles
“Isn’t that something I rub
per hour in general, 65 miles
on my [body]? Are you still
per hour for certain roads.”
in San Francisco?”

Network prediction

Network prediction
PREDICTED
100
80
probability of 60
at least one
(relevant) reply 40
20
0
1 ... ... 450 ... ... 700 ... ... 1000
NETWORK SIZE

Network prediction
OBSERVED PREDICTED
100
80
probability of 60
at least one
(relevant) reply 40
20
0
1 ... ... 450 ... ... 700 ... ... 1000
NETWORK SIZE

Network prediction
OBSERVED PREDICTED
100
80
probability of 60
at least one
(relevant) reply 40
20
0
1 ... ... 450 ... ... 700 ... ... 1000
NETWORK SIZE
TARGETED ASKING NETWORK ASKING

Research Question
Design question: How can we improve search with
social networking technologies?

Theoretical orientation

“Inhabitedness”

“Inhabitedness”
Photo Credit: Niall Kennedy

Social Presence Theory
“A communicator’s sense of awareness of
the presence of an interaction partner”
Short, Williams, & Christie 1976
Photo Credit: Carlo Nicora; George Duncan

Social Presence Theory
“A communicator’s sense of awareness of
the presence of an interaction partner”
Short, Williams, & Christie 1976
Photo Credit: Carlo Nicora; George Duncan

Social Presence Theory
“A communicator’s sense of awareness of
the presence of an interaction partner”
Short, Williams, & Christie 1976
Photo Credit: Carlo Nicora; George Duncan

??
R OBERT & D ENNIS 2005

Inhabitedness
Photo Credit: Carlo Nicora; George Duncan,
Sebastian Tauchmann,Guennadi Ivanov-Kuhn

Inhabitedness
Social Presence
Photo Credit: Carlo Nicora; George Duncan,
Sebastian Tauchmann,Guennadi Ivanov-Kuhn

Inhabitedness
Social Presence Structure of the Space
+
Photo Credit: Carlo Nicora; George Duncan,
Sebastian Tauchmann,Guennadi Ivanov-Kuhn

Structure of the space
Banks of the Seine, Paris A street cafe in Manchester, UK
C ARMONA , H EATH , O C , & T IESDELL 2003

Structure of the space
Banks of the Seine, Paris

Structure of the space
A street cafe in Manchester, UK

Structure of the space
A street cafe in Manchester, UK

Structure of the space
A street cafe in Manchester, UK

Structure of the space
A street cafe in Manchester, UK

Inhabitedness
Social Presence
+ Structure of the Space
nature of the relaTonship features of the channel
!e strength (e.g., strong !es, weak !es) mul!media content
relaTve group membership the acTviTes supported
social network size “social objects”
apparent idenTty
pseudonym vs. real name
visibility
frequency of updates

Next Steps...
Analytical • operaTonalize the model
• develop hypotheses about how
inhabitedness predicts behaviors
Methodological • test our predicTons experimentally

Conclusion

Photo Credit: David Wild

NETWORK ASKING
TARGETED ASKING

SEARCH STUDY SOCIAL INTERACTIONS
generic or “everyday” 40%
difficult or failed 61%

Observed Predicted
100
80
60
old models ??
40
20
0
1 ... ... 450 ... ... 700 ... ... 1000

“Inhabitedness”
Photo Credit: Niall Kennedy

Thank you!!
Third year class Supervisor Third year advisor
Kaya de Barbaro David Kirsh Andrea Chiba
Matthew Leonard
Josh Lewis
Anne Marie Piper
Outside Collaborators Friend Helpers!
Ed H. Chi PARC Chris Messina
Peter Pirolli PARC Sharoda Paul
Sanjay Kairam PARC Michael Bernstein
Michael Muller IBM Research
Elizabeth Churchill Yahoo! Research

Discussion
Search as an ac2vity:
• Searches are embedded in rich acTviTes that benefit from social
interacTons with others, and from social communiTes online
Research Findings:
• More thinking before asking quesTons to large social networks;
• More thinking amer genng replies from targeted friends
Towards a theory:
• Social presence theory alone doesn’t explain most social search
behaviors
• Inhabitedness may explain some of these behaviors
• This is a rich area for future design work
Photo Credit: Peter Lee