Designing People’s Interconnections in Mobile Social Networks


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Giuseppe Lugano, Jorma Kyppö and Pertti Saariluoma
University of Jyväskylä, P.O.Box 35, (Agora), Jyväskylä, FINLAND

Published in: Business, Technology

Designing People’s Interconnections in Mobile Social Networks

  1. 1. Designing People’s Interconnections in Mobile Social Networks Giuseppe Lugano, Jorma Kyppö, Pertti Saariluoma Social ICT - Human Dimensions Research Group University of Jyväskylä I International Conference on Multidisciplinary Information Sciences & Technologies (InScit2006) Merida (Spain), 25-27.10.2006
  2. 2. Presentation Overview <ul><li>Introduction </li></ul><ul><ul><li>MoSoSo </li></ul></ul><ul><ul><li>from MoSoSo to MoSoSe </li></ul></ul><ul><li>How to design Mobile Social Services? </li></ul><ul><li>MoSoSe design in three steps </li></ul><ul><ul><li>Capture user and group needs </li></ul></ul><ul><ul><li>Measure and match social connections </li></ul></ul><ul><ul><li>Implement Personal Social Space </li></ul></ul><ul><li>Conclusions and future directions </li></ul>
  3. 3. Introduction: MoSoSo <ul><li>Despite of technological advances, there is still no “killer-app” for 3G </li></ul><ul><li>Success of so-called Web2.0 shows a possible direction of development for 3G services </li></ul><ul><ul><li>Web2.0 is about sharing and collaboration between individuals and their social network </li></ul></ul><ul><ul><li>Some example of “Web2.0”: sharing </li></ul></ul><ul><ul><ul><li>photos: Flickr </li></ul></ul></ul><ul><ul><ul><li>videos: YouTube </li></ul></ul></ul><ul><ul><ul><li>bookmarks: </li></ul></ul></ul><ul><ul><ul><li>business contacts: Linkedin </li></ul></ul></ul><ul><li>Similar applications for the mobile environment are known as “Mobile Social Software” (MoSoSo) </li></ul>
  4. 4. Introduction: from MoSoSo to MosoSe <ul><li>Why ”Mobile Social Service” (MoSoSe) and not ”Mobile Social Software” (MoSoSo)? </li></ul><ul><ul><li>in our view, service emphasizes the human perspective more than software </li></ul></ul><ul><li>MoSoSe definition </li></ul><ul><ul><li>” tools that support interaction among networked mobile users ” </li></ul></ul><ul><ul><li>adaptation of Shirky’s definition of Social Software for the mobile environment </li></ul></ul>
  5. 5. How to design Mobile Social Services? <ul><li>MoSoSe basic ingredients </li></ul><ul><ul><li>people </li></ul></ul><ul><ul><ul><li>the human social network </li></ul></ul></ul><ul><ul><li>connections </li></ul></ul><ul><ul><ul><li>shared/common attributes (homophily) </li></ul></ul></ul><ul><ul><li>contexts for interaction </li></ul></ul><ul><ul><ul><li>location, task... </li></ul></ul></ul><ul><li>MoSoSe requirements </li></ul><ul><ul><li>” user/group profiling”: user and group needs </li></ul></ul><ul><ul><li>” user matching”: generate social network </li></ul></ul><ul><ul><li>” presentation”: show opportunities for social interaction in relevant context </li></ul></ul>
  6. 6. MoSoSe design in three steps <ul><li>Capturing user and group needs </li></ul><ul><ul><li>User psychological approach : definition of user profile by assessing action goals and motivation in mobile usage. </li></ul></ul><ul><ul><li>User profile includes preferences for disclosure of personal information and control on information flow </li></ul></ul><ul><li>Measure and match social connections </li></ul><ul><ul><li>Social network analysis (SNA) : collection of mobile usage data, definition of similarity metrics, user clustering </li></ul></ul><ul><li>Show opportunities for social interaction </li></ul><ul><ul><li>implementation of the personal social space : using results of previous two steps, mobile phone features are augmented and personalized with social networking </li></ul></ul>
  7. 7. Step 1: Human and group needs <ul><li>User psychological analysis of human needs </li></ul><ul><ul><li>In mobile services, communication need is central </li></ul></ul><ul><ul><li>Understand need for “social networking” </li></ul></ul><ul><ul><ul><li>What? (goal) </li></ul></ul></ul><ul><ul><ul><ul><li>i.e. Improved group coordination </li></ul></ul></ul></ul><ul><ul><ul><li>With whom? (social context) </li></ul></ul></ul><ul><ul><ul><ul><li>i.e. With my friends </li></ul></ul></ul></ul><ul><ul><ul><li>When? </li></ul></ul></ul><ul><ul><ul><ul><li>i.e. During my free time </li></ul></ul></ul></ul><ul><ul><ul><li>How? </li></ul></ul></ul><ul><ul><ul><ul><li>i.e. Any communication mode that is available </li></ul></ul></ul></ul><ul><ul><li>Design challenge: defining, modeling and recognizing context </li></ul></ul>
  8. 8. Step 1: Human and group needs <ul><li>Knowledge about user needs turns into a “user profile” </li></ul><ul><li>User profile consists of </li></ul><ul><ul><li>Static data (demographics), which is the user “digital identity” </li></ul></ul><ul><ul><li>Dynamic data (manually set or automatically sensed) </li></ul></ul><ul><ul><ul><li>(Explicit) - User preferences </li></ul></ul></ul><ul><ul><ul><li>(Explicit) - Group memberships </li></ul></ul></ul><ul><ul><ul><li>(Implicit) - Patterns of mobile phone usage </li></ul></ul></ul><ul><ul><ul><li>(Implicit) - Communication history </li></ul></ul></ul>
  9. 9. Step 1: Human and group needs <ul><li>Group identity and needs </li></ul><ul><ul><li>Dynamic concepts linked to members’ expressed needs and actions </li></ul></ul><ul><ul><li>May disappear when there are no more members </li></ul></ul><ul><ul><li>Should be self-organizing, reflecting the behavior of group members </li></ul></ul><ul><ul><li>“ tagging” could be used to manage group membership and participation </li></ul></ul><ul><li>Example </li></ul><ul><ul><li>Group of friends playing football </li></ul></ul><ul><ul><li>They agree to use the “football” tag to characterize the group </li></ul></ul><ul><ul><li>Instead of sending a message (textual or multimedia) to a user, they simply add the tag to the message. In this way, it becomes a shared item with the rest of the group in their social space </li></ul></ul><ul><ul><li>All items tagged with “football” are the digital memory of the group and can be used also to create a reputation system </li></ul></ul><ul><ul><li>According to the policy of the group, shared items might have rights (read, write, access, expiration flag…) associated to them </li></ul></ul><ul><ul><li>Tag, message history, reputation system and group policy together express the group identity and needs </li></ul></ul>
  10. 10. Step 2: Measure and match social connections <ul><li>Generating the Social network </li></ul><ul><ul><li>Initialization </li></ul></ul><ul><ul><ul><li>adaptation of Moreno’s sociometric test to the mobile environment </li></ul></ul></ul><ul><ul><li>Data collection </li></ul></ul><ul><ul><ul><li>Storage and continuous update of user profile </li></ul></ul></ul><ul><ul><li>Similarity metrics </li></ul></ul><ul><ul><ul><li>Measure users’ homophily according to a chosen attribute </li></ul></ul></ul><ul><ul><ul><li>Distance in terms of social characteristics is translated into network distance </li></ul></ul></ul><ul><ul><li>User clustering </li></ul></ul><ul><ul><ul><li>Hierarchical or based on “ edge betweenness ” </li></ul></ul></ul>
  11. 11. Step 3: Personal Social Space <ul><li>Individual level (Me) </li></ul><ul><ul><li>Social networking for improved user-machine interaction </li></ul></ul><ul><ul><ul><li>i.e. time management </li></ul></ul></ul><ul><li>Social-network (My contacts) </li></ul><ul><ul><li>Address-book contacts clustered according to specific criteria </li></ul></ul><ul><ul><ul><li>i.e. group communication </li></ul></ul></ul><ul><li>Personal involvement in social network (My groups) </li></ul><ul><ul><li>Individual activity which can be related to a certain group </li></ul></ul><ul><ul><ul><li>i.e. reputation in a group </li></ul></ul></ul><ul><li>Shared space </li></ul><ul><ul><li>Area of overlapping interests, expressed by the “group” concept, between the user and his social network </li></ul></ul>
  12. 12. Conclusions and future directions <ul><li>In this paper, we introduced the concept of Mobile Social Service and the challenges connected to its design process </li></ul><ul><li>Our design approach combined a user psychological approach and social network analysis methods </li></ul><ul><li>A three-step model has been presented, including </li></ul><ul><ul><li>Analysis of user and group needs </li></ul></ul><ul><ul><li>Generation process of the social network </li></ul></ul><ul><ul><li>Integration of social networking in mobile through the implementation of a “Personal Social Space” </li></ul></ul><ul><li>Several areas still need further investigations </li></ul><ul><ul><li>Simplifying assumptions made for the mathematical analysis of the social network through homophily algorithms </li></ul></ul><ul><ul><li>Group properties and dynamics emerging through “tagging” </li></ul></ul><ul><ul><li>Privacy management connected to sharing of personal data </li></ul></ul><ul><ul><li>Context modeling and recognition </li></ul></ul>