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Lecture 3: Data Formats on the Social Web (2013)
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Lecture 3: Data Formats on the Social Web (2013)

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  • 1. Social Web Lecture III What DATA looks like on the Social Web? Lora Aroyo The Network Institute VU University AmsterdamMonday, March 4, 13
  • 2. Assignment 1 image source: http://www.flickr.com/photos/bionicteaching/1375254387/Monday, February 18, 13
  • 3. • Provide analysis of privacy issues on the (Social) Web • three articles <--> three mind maps <--> main Social Web privacy issues • write for people who didn’t attend the course (max 3 pages) • Provide analysis of current privacy-related public initiatives • legal contexts for privacy and ownership • compare the intentions of both initiatives (advantages & disadvantages) • your own vision on how this impacts the future of the social web • your own advise to policy makers with regards to privacy on the web. • links to Net Neutrality (max 2 pages) • link to Hands-on session: what would change if SOPA/PIPA or ACTA were active – would you still have access to the information you pulled in for the assignments? Illustrate your answer showing what changes could appear in the graph from exercise 4 (Hands-on session 2) and explain why. (max 1 page) • all visuals, e.g. screenshots, diagrams, etc. in appendix and use template  • Deadline: 22 February 23:59Monday, February 18, 13
  • 4. What do people contribute on the SW?Monday, February 18, 13
  • 5. Structure on the Web • In the evolution of the Web, Semantic Web refers to an approach to add ‘semantics’ to the web, by naming terms in a domain • A specification of such terms is called an ‘ontology’ • For software: ontologies help to effectively use content on the Web (like DB schemas)Monday, February 18, 13
  • 6. History & Nature of Blogs • evolved from online diary (in the 1980’s) • the term blog coined in late 1990’s • Blog = weB LOG (Jorn Barger in1997) • = we blog (Peter Merholz 1999) • one of the first ways people could contribute content on the Web themselves • Nature: political, technical, art, journalistic, cultural, personal • Software: WordPress, Blogger, LifeJournalMonday, February 18, 13
  • 7. Types of Blogs • Single- or Multi-authored • Photo-blog,Video-blog, Audio-blog • Life (b)log, now - microlifeblog (twitter) • lifecasting: in 2007 by Justin Kan: webcam on a cap • Gordon Bell MyLifeBits: Microsoft SenseCam http://www.justin.tv/ http://research.microsoft.com/en-us/projects/mylifebits/Monday, February 18, 13
  • 8. Wikis • Wiki in Hawaiian meaning fast/quick • "the simplest online database that could possibly work" (Ward Cunningham), 1995 • first wiki software: WikiWikiWeb (the QuickWeb) http://en.wikipedia.org/wiki/Ward_Cunningham http://en.wikipedia.org/wiki/WikiWikiWebMonday, February 18, 13
  • 9. Wiki Features • a website powered by wiki software • created and maintained collaboratively by multiple users = an ongoing process that constantly changes the site • not a carefully crafted site for casual visitors • users can add, modify or delete content • to obtain meaningful topic associations between different pages, page link creation is easy • Examples: community websites, corporate intranets, knowledge management systems, and note takingMonday, February 18, 13
  • 10. Wiki Implementation • as an application server that runs on one or more web servers • content is stored in a file system, and changes to the content are stored in a relational database management system • commonly implemented software package is MediaWiki (known from Wikipedia) • pages structure & formatting: simplified markup language (wikitext) • style & syntax of wikitexts vary among wiki implementations (some also allow HTMLtags or use WYSIWYG editing) • Issues: control of editing & changes, trust & securityMonday, February 18, 13
  • 11. http://www.wikimedia.org/ http://en.wikipedia.org/wiki/List_of_wikisMonday, February 18, 13
  • 12. User-generated dataMonday, February 18, 13
  • 13. Exploiting the crowd • in the wiki applications crowd contributes with collective intelligence (textual) • later other media & recourses emerged, e.g., photo, video, music • crowdsourcingMonday, February 18, 13
  • 14. Example • in 1760 Wolfgang von Kempelen designed The Turk • in 2005 Amazon introduced the Amazon Mechanical Turk • marketplace for work; people perform tasks computers are lousy at, e.g. identifying items in a photo/video, writing product descriptions, transcribing podcasts • HITs = human intelligence tasks • require very little time & offer very little compensation • workers & requestersMonday, February 18, 13
  • 15. Crowdsourcing ScienceMonday, February 18, 13
  • 16. Crowdsourcing Fund RaisingMonday, February 18, 13
  • 17. Question? Was the $1 million Netflix prize a victory for crowdsourcing?Monday, February 18, 13
  • 18. 5 Rules of the New Labor Pool • The crowd is dispersed and can perform a range of tasks – from the most rote to the highly specialized • The crowd has a short attention span, so jobs need to be broken into “micro-chunks” • The crowd is full of specialists • The crowd produces mostly crap - no increase in the amount of talent – the challenge is to find and leverage that talent • The crowd finds the best stuff - finds the best material and corrects errors By Jeff HoweMonday, February 18, 13
  • 19. Folksonomy • On the social web the user-generated content is organized in light-weight ontologies, i.e., folksonomies • Community-based semantics = a relationship between Users,Tags & Resources • user-created, bottom-up classification/categorization of (domain) terms / user-labels, e.g., tags • tagging = the social process where lay users attach labels to resources (as opposed to annotation by professional experts)Monday, February 18, 13
  • 20. Monday, February 18, 13
  • 21. Monday, February 18, 13
  • 22. Monday, February 18, 13
  • 23. Monday, February 18, 13
  • 24. Monday, February 18, 13
  • 25. • cleaning messy data • transforming data from one format to another • fetching missing dataMonday, February 18, 13
  • 26. What DATAformats do we have?Monday, February 18, 13
  • 27. Vocabularies on the (Social) Web • to create interfaces or exchange data between applications the software needs to know the terms in the data • vocabularies define set of terms in a certain domain, e.g., describing people, relationships, content of different typeMonday, February 18, 13
  • 28. FOAF • FOAF = Friend of a Friend Linked Data & FOAF • model for publishing simple • a machine-readable ontology factual data via a networked of linked RDF documents describing persons, their activities • FOAF is an attempt to use the Web to: & their relations to other people • integrate factual information and objects with information in human- oriented documents (e.g. • videos, books, spreadsheets, an open, decentralized technology 3d models) for connecting social Web sites, & • and info that is still in peoples heads the people they describe • linking networks of information with networks of people • http://www.foaf-project.org/, 2000Monday, February 18, 13
  • 29. FOAF Vocabulary • Gradual evolution since mid-2000 • Stable core of classes and properties • New terms may be added at any time • FOAF RDF namespace URI is fixed • http://xmlns.com/foaf/spec/Monday, February 18, 13
  • 30. FOAF Files • Documents, that adopt the conventions of RDF and may be written in XML, RDFa or N3 • Contain FOAF vocabulary and other RDF vocabularies • FOAF defines classes, e.g. foaf:Person, foaf:Document, foaf:Image • FOAF defines properties of those things, e.g. foaf:name, foaf:homepage • FOAF defines relationship that hold between members of these categories, e.g. foaf:depiction relates something (e.g. a foaf:Person) to a foaf:ImageMonday, February 18, 13
  • 31. FOAF Example • there is a foaf:Person • with a foaf:name property of Dan Brickley • in foaf:homepage and foaf:openid relationships to a thing called http://danbri.org/ • in foaf:img relationship to a thing referenced by a relative URI of /images/me.jpg Create your own FOAF file: http://www.ldodds.com/foaf/foaf-a-maticMonday, February 18, 13
  • 32. FOAF Auto-Discovery • If you publish a FOAF self-description (e.g. using foaf-a-matic) you can make it easier for tools to find your FOAF by putting markup in the head of your HTML homepage • Common filename foaf.rdf is a common choiceMonday, February 18, 13
  • 33. <rdf:RDF xmlns:rdf="http://www.w3.org/1999/02/22-rdf-syntax-ns#" xmlns:rdfs="http://www.w3.org/2000/01/rdf-schema#" xmlns:foaf="http://xmlns.com/foaf/0.1/" xmlns:admin="http://webns.net/mvcb/"> <foaf:PersonalProfileDocument rdf:about=""> <foaf:maker rdf:resource="#me"/> <foaf:primaryTopic rdf:resource="#me"/> <admin:generatorAgent rdf:resource="http://www.ldodds.com/foaf/foaf-a-matic"/> <admin:errorReportsTo rdf:resource="mailto:leigh@ldodds.com"/> </foaf:PersonalProfileDocument> <foaf:Person rdf:ID="me"> <foaf:name>Lora Aroyo</foaf:name> <foaf:title>Ms</foaf:title> <foaf:givenname>Lora</foaf:givenname> <foaf:family_name>Aroyo</foaf:family_name> <foaf:nick>laroyo</foaf:nick> <foaf:mbox_sha1sum>d21e8b414a0533e5b4b23411fd76aabbf63ad232</foaf:mbox_sha1sum> <foaf:homepage rdf:resource="http://lora-aroyo.org"/> <foaf:depiction rdf:resource="lora.jpg"/> <foaf:phone rdf:resource="tel:123456789"/> <foaf:workplaceHomepage rdf:resource="http://www.cs.vu.nl/~laroyo"/> <foaf:knows> <foaf:Person> <foaf:name>Marieke van Erp</foaf:name> <foaf:mbox_sha1sum>f4e16d18528b83fd8b91b603583cbfd8d15f30f2</foaf:mbox_sha1sum></foaf:Person></ foaf:knows> <foaf:knows> <foaf:Person> <foaf:name>Dan Brickley</foaf:name> <foaf:mbox_sha1sum>748934f32135cfcf6f8c06e253c53442721e15e7</foaf:mbox_sha1sum> <rdfs:seeAlso rdf:resource="http://danbri.org/foaf.rdf"/></foaf:Person></foaf:knows></foaf:Person> </rdf:RDF>Monday, February 18, 13
  • 34. foaf:depictionMonday, February 18, 13
  • 35. privacy vs. social web semantics?Monday, February 18, 13
  • 36. SIOC • Semantically-Interlinked Online Communities • a standard way for expressing user-generated content, i.e., enable the integration of online community information • methods for interconnecting discussions, e.g., blogs, forums & mailing lists • Ontology for representing rich data from Social Web in RDF • commonly used in conjunction with the FOAF vocabulary for expressing personal profile and social networking information • http://sioc-project.org/Monday, February 18, 13
  • 37. <sioc:Post rdf:about="http://jbreslin.com/blog/2006/09/07/creating-connections"> 1 <dc:title>Creating connections between discussion clouds with SIOC</dc:title> 2 <dcterms:created>2006-09-07T09:33:30Z</dcterms:created> <sioc:has_container rdf:resource="http://jbreslin.com/blog/index.php?sioc_type=site#weblog"/> <sioc:has_creator> <sioc:UserAccount rdf:about="http://jbreslin.com/blog/author/cloud/" rdfs:label="Cloud"> 3 6 <rdfs:seeAlso rdf:resource="http://jbreslin.com/blog/index.php?sioc_type=user&sioc_id=1"/> </sioc:UserAccount> </sioc:has_creator> <foaf:maker rdf:resource="http://jbreslin.com/blog/author/cloud/#foaf"/> <sioc:content>SIOC provides a unified vocabulary for content and interaction description: a semantic lathat can co-exist with existing discussion platforms. 5 </sioc:content> 4 <sioc:topic rdfs:label="Semantic Web" rdf:resource="http://jbreslin.com/blog/category/semantic-web/"/> <sioc:topic rdfs:label="Blogs" rdf:resource="http://jbreslin.com/blog/category/blogs/"/> 7 <sioc:has_reply> <sioc:Post rdf:about="http://jbreslin.com/blog/2006/09/07/creating-connections/#comment-123928"> <rdfs:seeAlso rdf:resource="http://johnbreslin.com/blog/index.php?sioc_type=comment&sioc_id=123928"/> 8 </sioc:Post> </sioc:has_reply></sioc:Post> • A post (1) titled "Creating connections between discussion clouds with SIOC" (2) created at 09:33:30 on 2006-09-07 (3) written by user "Cloud" (4) on topics "Blogs" and "Semantic Web" (5) with contents described in sioc:content. • (6) More information about its author at http://johnbreslin.com/blog/ index.php?sioc_type=user&sioc_id=1 • The post has (7) a reply and (8) detailed SIOC information about this reply can be found at http://johnbreslin.com/blog/index.php? sioc_type=comment&sioc_id=123928Monday, February 18, 13
  • 38. SIOC • http://rdfs.org/sioc/ns# - SIOC Core Ontology Namespace • http://rdfs.org/sioc/access# - SIOC Access Ontology Module Namespace • http://rdfs.org/sioc/types# - SIOC Types Ontology Module Namespace • http://rdfs.org/sioc/services# - SIOC Services Ontology Module NamespaceMonday, February 18, 13
  • 39. Monday, February 18, 13
  • 40. is deleting Social Web data possible? fake Social Web data?Monday, February 18, 13
  • 41. SNS competition & sharing data?Monday, February 18, 13
  • 42. Activity Streams • A list of recent activities performed by someone on a website • Example: Facebook News Feed • Activity Streams project aims at an activity stream protocol to syndicate activities across social Web applications • Major websites with activity stream implementations have already opened up their activity streams to developers to use, e.g., Facebook and MySpace • http://activitystrea.ms/Monday, February 18, 13
  • 43. Activity Streams Specification • an actor, a verb, an object and a target • person performing an action on/with an object • Geraldine posted a photo to her album • John shared a video • activity metadata to present to a user in a rich human-friendly format, e.g. constructing readable sentences about the activity that occurred, visual representations of the activity, or combining similar activities for display • Activities are serialized using the JSON format • There is also an ATOM-oriented specificationMonday, February 18, 13
  • 44. Activity Streams Example http://activitystrea.ms/specs/json/1.0/Monday, February 18, 13
  • 45. Activity Streams Example http://activitystrea.ms/specs/json/1.0/Monday, February 18, 13
  • 46. Verbs, Objects, Mapping Verbs Objects http://wiki.activitystrea.ms/w/page/1359319/Verb%20MappingMonday, February 18, 13
  • 47. linking all or some data?Monday, February 18, 13
  • 48. XFN • Xhtml Friends Network • relationships between individuals: by defining a small set of values that describe personal relationships • In HTML and XHTML documents, these are given as values for the rel attribute on a hyperlink. XFN allows authors to indicate which of the weblogs they read belong to friends, whom theyve physically met, and other personal relationships. Using XFN values, which can be listed in any order, people can humanize their blogrolls and links pages, both of which have become a common feature of weblogs. • using XFN can easily style all links of a particular type; thus, friends could be boldfaced, co-workers italicized, etc. • http://gmpg.org/xfn/Monday, February 18, 13
  • 49. XFN Example • Joe has a set of five links in his blogroll: his girlfriend Jane; his friends Dave and Darryl; industry expert James, who Joe briefly met once at a conference; and MetaFilter. • MetaFilter gets no value since it is not an actual person http://gmpg.org/xfn/introMonday, February 18, 13
  • 50. 5 people who’ve met friends vs. acquaintances colleagues vs. co-workers love vs. family http://gmpg.org/xfn/introMonday, February 18, 13
  • 51. Open Graph • protocol originally developed in Facebook • enables web pages to become a rich object in a social graph, i.e. any web page to have the same functionality as any other object on Facebook • Basic Metadata: to turn your web pages into graph objects • og:title = title of your object e.g., "The Rock" • og:type = type of your object e.g., "video.movie" • og:image = image URL to represent your object within the graph • og:url = canonical URL of your object that will be used as its permanent ID in the graph, e.g., "http://www.imdb.com/title/tt0117500/"Monday, February 18, 13
  • 52. OGP: Explained • “Like” button on each of your posts • Open Graph Protocol to mark up content OGP: • prefix="og: http://ogp.me/ns#" specifies the OGP vocabularyMonday, February 18, 13
  • 53. OGP Explained 1. import the Dublin Core & Open Graph Protocol vocabularies using the prefix attribute 2. associate a prefix, dc and og with the URL for each vocabulary 3. use dc:creator and og:title, which are short-hand for the full vocabulary term URLs http:// purl.org/dc/creator/creator and http://ogp.me/ns#title, respectivelyMonday, February 18, 13
  • 54. Monday, February 18, 13
  • 55. RDFa http://rdfa.info/play/ • another syntax for RDF • HTML5 extension for People, Places, Events, Recipes, Reviews markup • e.g., specify that a text is the name of a product, or person, or event = “adding semantic markup”. • RDFa 1.1 = specified for XHTML and HTML5 (for any XML-based language, e.g., SVG) • RDFa Lite = “a small subset of RDFa consisting of a few attributes that may be applied to most simple to moderate structured data markup tasks.” • Publish your data as Linked Data through RDFa --> link to other URIs (others can link to your HTML+RDFa)Monday, February 18, 13
  • 56. Microformats • A set of simple, open data formats built upon existing and widely adopted standards • Designed for humans first and machines second • Design principles for formats • Highly correlated with semantic XHTML (aka the real world semantics, lowercase semantic web, lossless XHTML) • “An evolutionary revolution”, by ryan kingMonday, February 18, 13
  • 57. MicroformatsMonday, February 18, 13
  • 58. Your first microformat • You can put a microformat on your website in less than 5 mins • Example: putting an hCard (online business card) on your site 1. Find your name somewhere on your website 2. Wrap your name in an fn (formatted name) <span class="fn">Jamie Jones</span> 3. Wrap it all in a vcard (declares that everything inside is the hCard microformat): <span class="vcard"><span class="fn">Jamie Jones</span></span> <address class="vcard"><span class="fn">Jamie Jones</span></address> The address element indicates that the person in the hCard is the contact for the page <p class="vcard">My name is <span class="fn">Jamie Jones</ span> I dig microformats!</p> http://microformats.org/get-startedMonday, February 18, 13
  • 59. Further microformats • Add more information to your hCard • Link to your friends and contacts with XFN • Add events to your site with hCalendar • Review movies, books, and more with hReview http://microformats.org/get-startedMonday, February 18, 13
  • 60. HTML Microdata • HTML Microdata allows machine-readable data to be embedded in HTML documents in an easy-to-write manner, with an unambiguous parsing model • It is compatible with numerous other data formats including RDF and JSON • Microdata DOM API • http://www.w3.org/TR/microdata/Monday, February 18, 13
  • 61. Microdata Syntax • Microdata consists of a group of name-value pairs. The groups are called items, and each name-value pair is a property • itemscope is used to create an item • itemprop is used to add a property to an itemMonday, February 18, 13
  • 62. Microdata Example 3 properties URL Time top-levelMonday, February 18, 13
  • 63. schema.org• Google,Yahoo!, Bing• a common vocabulary for structured data markup on web pages• improve how sites appear in major search engines• Google rich snippets of reviews, people, recipes, events in 2005Monday, February 18, 13
  • 64. Monday, February 18, 13
  • 65. Knowledge Graph • graph that understands real- world entities and their relationships to one another: things, not strings • more than 500 million objects • more than 3.5 billion facts about and relationships between these different objects • tuned based on what people search forMonday, February 18, 13
  • 66. Yahoo! SearchMonday, February 18, 13
  • 67. Yahoo! SearchMonday, February 18, 13
  • 68. is schema.org & Open Graph really can they work togeher needed?Monday, February 18, 13
  • 69. Question? For which things on the social web would more vocabularies for embedded semantics be needed (besides what we have already seen)? value of social (personal) data?Monday, February 18, 13
  • 70. Hands-on Teaser • mining data in various social web formats • see the differences in what each of the formats can contain & what purpose they serve • start: simple search where we pull in some XFN data and visualise a graph of people that we find on a website • check: software you will be working with on the website image source: http://www.flickr.com/photos/bionicteaching/1375254387/Monday, February 18, 13