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Katrina Panovich
 

Katrina Panovich

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CSCW2012 submission - see http://katrina.is for more information about my work and the paper this work is from.

CSCW2012 submission - see http://katrina.is for more information about my work and the paper this work is from.

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    Katrina Panovich Katrina Panovich Presentation Transcript

    • Tie Strength in Question & Answer on Social Network Sites Katrina Panovich @katrina_ with Rob Miller & David Karger MIT CSAIL 1Wednesday, February 15, 12 1
    • what song was in this commercial? 2Wednesday, February 15, 12 2
    • 3Wednesday, February 15, 12 3
    • 4Wednesday, February 15, 12 4
    • 5Wednesday, February 15, 12 5
    • I want to switch to linux full time but need a better music player. Any leads on one that can handle upwards of 500gb of files? 6Wednesday, February 15, 12 6
    • related work social q&a raban and harper 2008 harper, raban, rafaeli, konstan 2008 ackerman and palen 1996 social search evans and chi 2008 pirolli 2009 social networks lampe and ellison 2008 7Wednesday, February 15, 12 7
    • 50.6% had used their status message to ask a question of their social network before Morris, M. R., Teevan, J., Panovich, K. What Do People Ask Their Social Networks, and Why? CHI 2010. 8Wednesday, February 15, 12 8
    • 29% Recommendation 29% Technology recommendation technology entertainment opnion home & family factual knowledge professional rhetorical places invitation restaurants current events favor shopping social connection ethics and philosopy offer Morris, M. R., Teevan, J., Panovich, K. What Do People Ask Their Social Networks, and Why? CHI 2010. 9Wednesday, February 15, 12 9
    • How well do you know this person? Median 4 out of 5 Morris, M. R., Teevan, J., Panovich, K. A Comparison of Information Seeking Using Search Engines and Social Networks. ICWSM 2010. 10Wednesday, February 15, 12 10
    • 11Wednesday, February 15, 12 11
    • tie strength: measure of the strength of a friendship 12Wednesday, February 15, 12 12
    • The Strength of Weak Ties weak ties travel in different circles & know more diverse information Granovetter, M. American Journal of Sociology, May 1973. 13Wednesday, February 15, 12 13
    • The Strength of Weak Ties weak ties travel in different circles & know more diverse information Granovetter, M. American Journal of Sociology, May 1973. 14Wednesday, February 15, 12 14
    • weak ties... - cited at least 19,302 times - can help us get jobs - provide us with bridging social capital - know diverse information - are our extended community - can introduce serendipity 15Wednesday, February 15, 12 15
    • research questions 16Wednesday, February 15, 12 16
    • research question 1 Does tie strength have the same ‘strength of weak ties’ effect in this case? 17Wednesday, February 15, 12 17
    • research question 2 How does the relation between tie strength and answer quality play out? 18Wednesday, February 15, 12 18
    • study overview - participants asked questions - we surveyed them about the responses they got - regression analysis of tie strength vs answer qualities 19Wednesday, February 15, 12 19
    • strong ties... provide answers we value more in general provide already-known information less contribute to overall knowledge more 20Wednesday, February 15, 12 20
    • methodology 21Wednesday, February 15, 12 21
    • ? participants asked tech recommendation questions 22Wednesday, February 15, 12 22
    • ? 23Wednesday, February 15, 12 23
    • 19 participants ? 24Wednesday, February 15, 12 24
    • does anyone have a good camera to recommend? size-wise, im looking for something between a giant DSLR and a tiny point-and-shoot 25Wednesday, February 15, 12 25
    • anyone flown delta? good? bad? 26Wednesday, February 15, 12 26
    • 19 participants 104 responses all answered median 3 responses 27Wednesday, February 15, 12 27
    • 28Wednesday, February 15, 12 28
    • how close each friendship was 29Wednesday, February 15, 12 29
    • Gilbert & Karahalios CHI ’09 Predicting Tie Strength with Social Media Days since last comm Participant-init wall posts Days since first comm Inbox thread depth Intimacy x Structural Participant’s no. of friends Wall words exchanged Inbox pos. emotion words Mean ts of mutual friends Social Distance x Structural Educational difference Participant’s no. of apps Structural x Structural Wall intimacy words Reciprocal Serv. x Reciprocal 30Wednesday, February 15, 12 30
    • Days since last comm Participant-init wall posts Days since first comm Inbox thread depth Intimacy x Structural Participant’s no. of friends Wall words exchanged Inbox pos. emotion words Mean ts of mutual friends Social Distance x Structural Educational difference Participant’s no. of apps Structural x Structural Wall intimacy words Reciprocal Serv. x Reciprocal 31Wednesday, February 15, 12 31
    • Days since last communication Days since first communication Wall words exchanged Mean tie strength of mutual friends Participant’s number of friends Inbox positive emotion words Wall intimacy words 32Wednesday, February 15, 12 32
    • How strong is your relationship with this person? r = 0.50 33Wednesday, February 15, 12 33
    • tie strengths of all friends of all participants 2500 Frequency 2000 1500 1000 500 0 0.0 0.2 0.4 0.6 0.8 1.0 Tie Strength 34Wednesday, February 15, 12 34
    • tie strengths of friends who answered questions 30 25 Frequency 20 15 10 5 0 0.0 0.2 0.4 0.6 0.8 1.0 Tie Strength 35Wednesday, February 15, 12 35
    • 30 2500 25 Frequency Frequency 2000 20 1500 15 1000 10 500 5 0 0 0.0 0.2 0.4 0.6 0.8 1.0 0.0 0.2 0.4 0.6 0.8 1.0 Tie Strength Tie Strength all friends all answerers 36Wednesday, February 15, 12 36
    • answer quality 37Wednesday, February 15, 12 37
    • unpacking answer quality 1. content 2. novelty of the information 3. person 38Wednesday, February 15, 12 38
    • unpacking answer quality 1. content 2. novelty of the information 3. person content 39Wednesday, February 15, 12 39
    • unpacking answer quality 1. content 2. novelty of the information 3. person novelty 40Wednesday, February 15, 12 40
    • unpacking answer quality 1. content 2. novelty of the information 3. person person 41Wednesday, February 15, 12 41
    • how on topic is this answer? content 42Wednesday, February 15, 12 42
    • how supportive is this answer? content 43Wednesday, February 15, 12 43
    • how interesting is this answer? contentWednesday, February 15, 12 44
    • how much do you trust this answer? content 45Wednesday, February 15, 12 45
    • how much does this answer provide novel information? noveltyWednesday, February 15, 12 46
    • how much does this answer verify information you already knew? novelty 47Wednesday, February 15, 12 47
    • how much does this answer contribute to your overall knowledge? novelty 48Wednesday, February 15, 12 48
    • how knowledgeable is this person about this topic? person 49Wednesday, February 15, 12 49
    • what value do you generally place on answers from this person? person 50Wednesday, February 15, 12 50
    • tie strength vs answer quality linear regression results 51Wednesday, February 15, 12 51
    • Overall Already ValueWednesday, February 15, 12 Knowledgeable Novel Trust 52 Topic Interesting Supportive52
    • what value do you generally place on answers Value from this person? how much does this answer verify information Already you already knew? how much does this answer contribute to Overall your overall knowledge? 53Wednesday, February 15, 12 53
    • tie strength and value of this friend’s answers Tie Strength and Value 7 6 R2 = 0.065 5 β = 0.071 Value p < 0.05 4 3 2 0.0 0.2 0.4 0.6 0.8 1.0 Tie Strength What value do you generally place on answers from this person? 54Wednesday, February 15, 12 54
    • tie strength and value of this friend’s answers Tie Strength and Value 7 6 R2 = 0.065 5 β = 0.071 Value p < 0.05 4 Closer friends provide answers we 3 value more in general. 2 0.0 0.2 0.4 0.6 0.8 1.0 Tie Strength What value do you generally place on answers from this person? 55Wednesday, February 15, 12 55
    • tie strength and already known information Tie Strength and Already Known Information 7 6 R2 = 0.062 5 Knew Already β = –0.038 4 p < 0.01 3 2 1 0.0 0.2 0.4 0.6 0.8 1.0 Tie Strength How much does this answer verify information you already knew? 56Wednesday, February 15, 12 56
    • tie strength and already known information Tie Strength and Already Known Information 7 6 R2 = 0.062 5 Knew Already β = –0.038 4 p < 0.01 3Closer friends were less likely to provide information 2 that the participant already knew. 1 0.0 0.2 0.4 0.6 0.8 1.0 Tie Strength How much does this answer verify information you already knew? 57Wednesday, February 15, 12 57
    • tie strength and overall knowledge Tie Strength and Overall Knowledge 7 6 R2 = 0.036 5 Overall Knowledge β = 0.031 4 p < 0.05 3 2 1 0.0 0.2 0.4 0.6 0.8 1.0 Tie Strength How much does this answer contribute to your overall knowledge? 58Wednesday, February 15, 12 58
    • tie strength and overall knowledge Tie Strength and Overall Knowledge 7 6 R2 = 0.036 5 Overall Knowledge β = 0.031 4 p < 0.05 3 Closer friends’ answers that are more likely to 2 contribute to our overall knowledge. 1 0.0 0.2 0.4 0.6 0.8 1.0 Tie Strength How much does this answer contribute to your overall knowledge? 59Wednesday, February 15, 12 59
    • correlations between quality metrics 60Wednesday, February 15, 12 60
    • How on topic was this answer? How knowledgeable is this person β = 0.51 about this topic? 0.60 How supportive is this answer? How much do you trust this 0.48 answer? 61Wednesday, February 15, 12 61
    • How knowledgeable/trustworthy is this friend about this topic? 0.35 How on topic is this answer? What value do you generally place 0.44 on answers from this person? 0.43 How supportive is this answer? 62Wednesday, February 15, 12 62
    • tie strength expertise 63Wednesday, February 15, 12 63
    • tie strength expertise 64Wednesday, February 15, 12 64
    • I look for answers where people didn’t just recommend a product but gave reasons from their experience or pointed to reviews online. 65Wednesday, February 15, 12 65
    • I guess a lot of evaluating is my estimation of the source reliability (the person). 66Wednesday, February 15, 12 66
    • [It’s] just kind of a personal experience with products that I’m looking for. ... 67Wednesday, February 15, 12 67
    • For example, I know [0.06] does a lot of camera work, and [0.718] is a professional photographer, so I value their answers more. 68Wednesday, February 15, 12 68
    • here’s where tie strength matters value overall knowledge already known info and here’s where it doesn’t. on topic knowledgeable about topic supportive interesting novel information trust 69Wednesday, February 15, 12 69
    • implications 70Wednesday, February 15, 12 70
    • Horowitz, D., Kamvar, S. The anatomy of a large-scale social search engine. WWW 2010. 71Wednesday, February 15, 12 71
    • Horowitz, D., Kamvar, S. The anatomy of a large-scale social search engine. WWW 2010. 72Wednesday, February 15, 12 72
    • Horowitz, D., Kamvar, S. The anatomy of a large-scale social search engine. WWW 2010. 73Wednesday, February 15, 12 73
    • limitations 74Wednesday, February 15, 12 74
    • 75Wednesday, February 15, 12 75
    • 76Wednesday, February 15, 12 76
    • Does tie strength have the same ‘strength of weak ties’ effect in this case? How does the relation between tie strength and answer quality play out? 77Wednesday, February 15, 12 77
    • when they mattered at all, stronger ties were actually slightly better 78Wednesday, February 15, 12 78
    • tie strength expertise 79Wednesday, February 15, 12 79
    • thank you Greg Vargas, Karrie Karahalios, Mark Ackerman UID and Haystack groups our participants Xerox, NSF, Google reviewers 80Wednesday, February 15, 12 80
    • Tie Strength Value in Question & Answer on Social Network Sites Already strong ties > weak ties expertise > tie strength Overall Katrina Panovich MIT CSAIL http://katrina.is 81Wednesday, February 15, 12 81