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Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton
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Whom to Coordinate With and How in Online Social Communities during Crisis Response Coordinaiton

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ISCRAM paper presentation on "With Whom to Coordinate, Why and How in Ad-hoc Social Media Communities during Crisis Response" by H. Purohit, S. Bhatt, A. Hampton, V. Shalin, A. Sheth, and J. Flach.

ISCRAM paper presentation on "With Whom to Coordinate, Why and How in Ad-hoc Social Media Communities during Crisis Response" by H. Purohit, S. Bhatt, A. Hampton, V. Shalin, A. Sheth, and J. Flach.

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  • 1. ! ! With!Whom!to!Coordinate,!Why!&!How!in!Social! Media!Communi8es!during!Crisis!Response!! ISCRAM'2014,-May-19! Hemant-Purohit--(PhD%candidate,%Computational%Social%Sci.)% Shreyansh%Bhatt%(CS),%Andrew%Hampton%(Psychology),%Valerie%Shalin%(Psychology),%% Amit%Sheth,%(CS),%John%Flach%(Psychology)%
  • 2. Outline! 1.  Motivation!and! Preliminaries! 2.  Identifying!Community- In>luencers:!With!Whom!to! Engage!on!Priority!Basis!!! 3.  Enabling!Faceted- Engagement-with! Community:!User! Categorization!by!Expertise! Summarization! 4.  Application-Interface- 5.  Conclusion-and!Future!Work! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 2!
  • 3. Outline! 1.  Motivation!and! Preliminaries! 2.  Identifying!Community- In>luencers:!With!Whom!to! Engage!on!Priority!Basis!!! 3.  Enabling!Faceted- Engagement-with! Community:!User! Categorization!by!Expertise! Summarization! 4.  Application-Interface- 5.  Conclusion-and!Future!Work! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 3!
  • 4. Coordina8on! !A"Macro(level"Social"Phenomenon" !  Coordination! !  Managing-dependencies!between!activities!(Malone!and! Crowston,!1994)! !  Examples! !  Managing!response!priorities!for!speciRic!needs!during!crisis! !  Prioritizing!whom!to!engage!with!about!concerns!for!a!brand! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 4!
  • 5. Mo8va8on:!WHY!Coordina8on?! Consequence"of"Uncoordinated"Engagement" !  2nd!disaster!to!be!managed:!formal!response!community! !  UnderSsupply!of!required!demands!! !  OverSsupply!of!not!required!supplies! •  Hurricane!Sandy!example,! “Thanks,!but!no!thanks”,!NPR,! Jan!12!2013.!Story!links:! •  http://www.npr.org/ 2013/01/09/168946170/thanksSbutS noSthanksSwhenSpostSdisasterS donationsSoverwhelm! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 5!
  • 6. Second'costliest-hurricane-in-United-States- history-estimated-damage-$75-billion- 90'115-mph-winds-in-#Sandy- State-of-Emergency-in-New-York-- 285-people-killed-on-the-track-of-#Sandy-- 750,000-without-power-(NY)-- Immense-devastation-and-Human-suffering- Mo8va8on:!Why!Social!Media?!! Informal!Community!Responds!to!the!Disaster!Scale!! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 6! Source:!http://www.hufRingtonpost.com/2012/10/30/hurricaneSsandySpowerSoutageSmapSinfographic_n_2044411.html!! *20M!Tweets!in!1st!week!of! #Sandy!! ! *Velocity:!200!tweets/sec.! ! *Well,!not!everything!was! useful,!but!some!signals!! How!to!leverage?!
  • 7. Characteris8cs!of!Informal!AdGhoc! Social!Media!Communi8es! !  Presence!of!both!real,!onSground!informants!(Starbird,%Muzny,% and%Palen,%ISCRAM%2012)!and!virtual!volunteers!(Reuter,%Heger,% and%Pipek,%ISCRAM%2013)% !  Potential!to!provide!both!timely!and!valuable!situational! awareness!(Vieweg,%Hughes,%Starbird,%and%Palen,%CHI%2010)% !  !A-Big-challenge-to-Address:- !  Information!overload!problem!(Hiltz%and%Plotnick,%ISCRAM%2013)! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 7!
  • 8. Where!and!What!to!give!aHen8on?! Whom!to!give!aHen8on?!! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 8! Voluminous!! Data!and! Users!!!
  • 9. Poten8al!Approaches!to!Address! Informa8on!Overload! !  Content&driven:!Filter!content!of!the!messages!with!‘important! features’! !  DeRine!‘importance’! !  Content%type:!damage,!donation,!etc.!(Imran,%Elbassuoni,%Castillo,%Diaz,% Meier,%ISCRAM%2013)% !  Demand/request!and!Supply/offer!of!Help!!(Purohit,%Castillo,%Diaz,%Sheth% and%Meier,%FIRST%MONDAY%2014)! !  People.content.network&driven:!Filter!source!of!the!information:! whose!voice!is!heard?! !  Better!for!passive!(content!reception)!and!active!(veriRication!and! channeling)!engagement! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 9!
  • 10. Proposal:!Coordina8on!Assistant! Framework! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 10! EventSoriented! data!collection! IdentiRication! of!whom!to! engage!with! Categorization! of!user!types! for!faceted! engagement!! Outcome:!Visual! Interface!to!provide! engagement!!
  • 11. Goal:!PeopleGContentGNetwork!view! !!! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 11! Twitris!v3:!! http:// twitris.knoesis.org/ yolandastorm2013/ networkTest/!!!
  • 12. Outline! 1.  Motivation!and! Preliminaries! 2.  Identifying!Community- In>luencers:!With!Whom!to! Engage!on!Priority!Basis!!! 3.  Enabling!Faceted- Engagement-with! Community:!User! Categorization!by!Expertise! Summarization! 4.  Application-Interface- 5.  Conclusion-and!Future!Work! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 12!
  • 13. Whom!to!Engage!With! !  Known&reliable&sources:!Identify!onSground!informants! (Starbird%et%al.,%ISCRAM%2012)% !  Scope!for!improvement:!What!can!we!do!if!we!do!not!have!onS ground!responders?! ! !  Alternative&reliable&sources:!Identify!inRluencers!among! virtual!responders!whose!voice!is!heard!the!most!! !  For!better!user!categorization,!identify!inRluencers!per!need!type! (e.g.,!medical,!shelter,!volunteering,!etc.)!!! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 13!
  • 14. Approach:!Implicit!(Interac8on)!LinkG based! !  Classify!content!by!need!types!(e.g.,!medical,!shelter,!volunteering,!etc.)! !  Create!user!interaction!network:! !  Node:!Users! !  Edge!(directed):-from-A-to-B,-if-A-‘interacts’(retweets/replies/mentions)-B- !  Total!edge!weight:!weighted!aggregation!of!proportions!of!speciRic!interaction!type! !  Apply!PageRank!on!user!interaction!network! !  How!to!Incorporate!features!in!PageRank!Analysis! !  By!modifying!edgeSweights! !  By!Personalized!PageRank:!assigning!initial!probability!to!nodes! !  By!Hypothetical!Node!creation! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 14! (Purohit!et!al.,!ICWSM,!2012a)!
  • 15. Relevant!Insights!of!this!Approach!to! Support!its!Use!in!our!Context! !  On!various!brandSpage!event!oriented!community! datasets!of!similar!evolving!nature:! !  Implicit!Network!analysis!a!good!proxy!for!explicit!network! analysis!in!sparsely!connected!communities! !  Positive!correlation!between!rankings! !  Comparable!accuracy!to!Rind!inRluentials!(~80%)! !  User!activity!and!its!inRluence!does!not!correlate!! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 15! (Purohit!et!al.,!ICWSM,!2012a)!
  • 16. Outline! 1.  Motivation!and! Preliminaries! 2.  Identifying!Community- In>luencers:!With!Whom!to! Engage!on!Priority!Basis!!! 3.  Enabling!Faceted- Engagement-with! Community:!User! Categorization!by!Expertise! Summarization! 4.  Application-Interface- 5.  Conclusion-and!Future!Work! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 16!
  • 17. Problem!of!User!Engagement!with! Iden8fied!Influencers! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 17!
  • 18. Mo8va8on:!(Generic)!Problem!of! User!Engagement!with!Influencers! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 18! Huf>ingtonPost-- •  No-relevance-cues-about-who- they-are-and-why-they-are- in>luencers-to-engage-with- •  Problem-of-user-engagement- with-the-content-
  • 19. Mo8va8on:!Tagline!Summariza8on! ! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 19! •  Now-I-can- see-why-…- Senior!Media!Reporter! for!The!HufRington!Post! Better!engagement!with!content!! User!Data!Mining! Analysis!&! Aggregation! Tagline- (Purohit!et!al.,!Social!Informatics,!2012b)!!
  • 20. What!Data!to!Exploit?! !  Meformer- !  Self!Descriptive! !  e.g.,!ProRile!Bio,!Content!of!the!user!posts! !  Informer:-works-for-well'known-users-in-the-community- !  Others!describe!the!person:!available!in!external!knowledge!bases! !  e.g.,!Wikipedia,!IMDB,!Freebase!etc.! 20!Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response!
  • 21. Extrac8ng!Occupa8on!PaHerns!for! Taglines:!!Occupa8on!Knowledge!bases! !  Occupation!titles!collection!! !  from!Wikipedia!and!! !  US!Dept.!of!Labor!Statistics!Reports! !  Given!a!user’s!proRile!bio! !  Spot!the!occupation!titles!in!the!NSgrams!of!the!bio! !  Create!candidate!tagline!by!joining!NSgrams!in!the!order!of!their! appearance!in!proRile!bio!(Intuition:!User’s!own!described!order!of!what! he!is!expert!for!)!! !  Create!Rinal!candidate!set!by!those!falling!in!the!UI!space! constraint!threshold.! 21!Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! (Purohit!et!al.,!Social!Informatics,!2012b)!!
  • 22. Facets!for!Engagement:!Classify! Exper8se!Tagline!Summaries! !  ClassiRication!of!users!(summaries)!into!occupation!types!to! provide!classiRied!facets!for!engagement! !  Classes:!Journalism,!Medical,!Humanitarian,!etc.! !  ClassiRication!using!algorithm!desired;!A!ClassSlookup!Method:! per!class!bagSofSwords!model!based!on!lexicons!from!Wikipedia! !  Useful!for!enabling!coordinators!to!do!customized/! ‘personalized’!engagement!as!per!class!type!! !  e.g.,!response!coordinator!may!want!to!communicate!with! ‘humanitarian’!professionals!differently!than!‘journalists’!! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 22!
  • 23. Outline! 1.  Motivation!and! Preliminaries! 2.  Identifying!Community- In>luencers:!With!Whom!to! Engage!on!Priority!Basis!!! 3.  Enabling!Faceted- Engagement-with! Community:!User! Categorization!by!Expertise! Summarization! 4.  Application-Interface- 5.  Conclusion-and!Future!Work! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 23!
  • 24. Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 24! Twitris!v3!demo:!! http://twitris.knoesis.org/ yolandastorm2013/networkTest/!!!
  • 25. Preliminary!Analysis:!data!collec8on! and!filtering! !  Data!collection:!Philippines!Typhoon,!Nov.!11,!2013!(24hr)! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 25!
  • 26. Preliminary!Analysis:!example! outcomes!from!random!sets! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 26!
  • 27. Conclusion! !  Coordination!assistance!framework!to!enable!engagement! between!formal!and!informal!communities! !  Automatic!recommendation!for!whom!to!engage!with! !  Access!to!better!quality!information!content! !  Potential!agents!for!information!veriRication!and!coordination!! !  Rumor!control!messages,!! !  Required!supplies!info!for!potential!donors!to!avoid!‘2nd!disaster’)! !  Automatic!user!categorization!to!provide!faceted!engagement!! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 27!
  • 28. Future!Work! !  Identifying!groups!to!engage!with! !  By!modeling!low!collective!diverging!behavior! !  Preliminaries:%Purohit%&%Ruan%et%al.,%ICWSM%2014% !  Identifying!who!is!likely!to!engage:!measuring!audience! engagement!level!for!potential!agent!use! !  Background!knowledge!infusion!to!improve! categorization!of!candidates!for!engagement! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 28!
  • 29. Acknowledgement! !  U.S.!NSF:!for%the%SoCS%grant%#IISW1111182%to%support%the%work%on%social%media% based%coordination%during%emergencies% !  SoCS!team:!coWauthors,%Twitris%team%&%Prof.%Srinivasan%Parthasarathy’s%OSU%group% !  Active!Collaborators:!Drs.%Patrick%Meier%(QCRI),%Carlos%Castillo/ChaTo%(QCRI),% Fernando%Diaz%(Microsoft%Research)% !  Colleagues:!Digital%Volunteers%from%various%organizationsW%Ushahidi,%StandBy%Task% Force,%info4Disasters,%Crisis%Mappers%network,%Humanity%Road,%etc.%% Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 29!
  • 30. Appendix! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 30!
  • 31. Goal:!Data!to!Meaning! Transforma8on!to!assist!Coordina8on! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 31! Coordination!of!Actions! Citizen!Sensing!related!to!Crisis!on!Social! Media!! Interpretation!of!sensed!data!via!context! categories!(e.g.,!need!types)! Annotated!data!explicitly!specifying! meaning!(e.g.,!intent/behavior,!type,! whatSwhereSwhenSwhoSwhy!metadata)!
  • 32. Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 32! IdentifySMatchSEngage!(IME)!! Computing!Framework!
  • 33. Crisis!Response!Coordina8on! Framework! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 33!
  • 34. Edge-Wt (A , B) = TF*IDF TF = (w1.TotalAtoBRT + w2. TotalAtoBRP + w3. TotalAtoBMN) IDF = LOG ( (TotalNodes-1) / (w1.TotalART + w2.TotalARP + w3.TotalAMN) ) Union!Implicit!Network:!How!to! Model!Influence!Propaga8on! !  Edge!weights!are!combined!according!to!TFIDF!type!normalization! to!propagate!weighted!inRluence!between!nodes!A!and!B!! !  Also!penalizing!A!users!who!just!keep!interacting!for!everything!! A! B! D! C! WORD! DOC! DOC! DOC! E! F! Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 34! (Purohit!et!al.,!ICWSM,!2012a)!

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