Lak12 - Leeds - Deriving Group Profiles from Social Media
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Lak12 - Leeds - Deriving Group Profiles from Social Media



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  • (2) explain the background and provide the context to understand why we tackled the problem in the way we did.(3) Details of the work for this paper
  • ImREAL stands for (1) with ‘interpersonal communications’ as the learning domain.(2) Our stakeholders are adult learners, trainers, and developers of the simulated learning environments.Two main problems: (i) what learners learned in the simulated environment could be disconnected from the real world; (ii) simulator developer has limited resources to cater for a wide range of learning experiences.Adult learners learn particular well through exchanging experiences with others...hence ImREAL’s solution adopts a three prong approach:(4) (5) Pedagogy (SRL)(6) Technology (making use of social media as the rich source of experiences)(7) A socio-technical approach to narrow the gap between simulator and real world experiences
  • In Leeds, we are exciting by the potential of Digital traces in social spaces as additional sources of experience. We need to work out a pipeline from getting raw content from social spaces to providing useful experiences for learning.(1) (2) needing sensors to collect content… (currently guided by users) (2).(3) We acknowledge the noisiness of these spaces, hence noise filtration (guided by semantics)(4) We also use ontologies to augment or enrich the content with semantics (for further processing – e.g. query)A range of intelligent services are then built on these.. (5, 6, 7)All the components require some level of human and machine working together to help each other smarter – synergy.
  • First objectiveHow to mine the digital traces in social spaces to derive profiles of user groups?(mainly deal with comments)
  • The top 2 comments – high scores due to the presence of body language and emotions concepts.The bottom comment is clearly no use.(our experiments showed a threshold of 4 is enough)
  • (0) link relevant comments to individuals (YouTube API for user profiles)Cluster these comments using text-based similarity (to show awareness of domain concepts)Using demographic data to profile groups so we can spot trends (e.g. What are the common concepts amongst 40-50 female in US/UK when discussing job interviews)
  • Q2 to solve classic ‘cold start’ problem for learner modelling
  • Example Learning Need could be identified: Applicants in this group need to learn how to well answer interviewer questions related to little or no previous job experience
  • GB – no money being mentioned!
  • (0) we have developed a pipeline which seemed to work, however(1) e.g. Swear word may give that inappropriate?
  • (3) May use a range of sources to get more accurate ‘location’ data.

Lak12 - Leeds - Deriving Group Profiles from Social Media Lak12 - Leeds - Deriving Group Profiles from Social Media Presentation Transcript

  • Deriving Group Profiles from Social Media toFacilitate the Design of Simulated Environments for Learning Ahmad Ammari, Lydia Lau, Vania Dimitrova The University of Leeds, UK at Learning Analytics and Knowledge 2012, Vancouver, Canada 1
  • In this presentation …• Vision of ImREAL as motivation• Potential of semantics in smart social spaces for learning applications• Experimental study on combining semantics and machine learning for group profiling of digital traces• Lessons learned• Future challenges 2
  • Immersive Reflective Experience based Adaptive Learning Vision In a simulator for learningForethought Reflection In the real world 3
  • Consortium (2010-13)University of Leeds, UK- Project Coordinator/Scientific CoordinatorTrinity College Dublin, IrelandGraz University of Technology, AustriaUniversity of Erlangen-Nuremberg, GermanyDelft University of Technology, TheNetherlandsImaginary Srl, ItalyEmpowerTheUser Ltd, Ireland 4
  • Smart Social Spaces – semantic underpinning Sensors & collectors Noise filtration Semantic augmentationGroup Ontologies serviceprofiling Viewpoint Semantic Semantic query Semantic service service data browsers Smart social spaces 5
  • This talk … 1. Sensors & collectors 2. Noise filtration + supervised Ontologies machine learning3. Group + unsupervisedprofiling machine learning Smart social spaces Interpersonal skills for Job interview 6
  • Noise Filtration Service• Input: social media content (e.g. YouTube comments)• Filters the noise from social media content by removing the content that are not useful to generate social profiles• Output: clean social media content, author IDs Support service to social profiling services. Clean content reflects awareness of authors in domain aspects (e.g. Job Interview7
  • The Social Noise Filtration Service: Methodology Semantically EnrichedExperimentally Bag of Words (BoW) Controlled Ground Truth Corpus Analyze Comments SCORE Term – Comment Matrix (Training Corpus) S C Public Pre- O R Comments Process E On YouTube S 8
  • Example CommentsComment scoreI think trying to decipher gestures as to have a general 8.0meaning is a bit too vague. You have to put thebackground, education, personality, and the culture ofthe individual into consideration. Gestures are oftenmisunderstood and not the clearest form ofcommunication. For example……I will comment that most of us have grown up with 7.7being told that strong eye contact (without lookingpsychotic) is good … However, I agree that you notice ifsomeone is not used to it and seems intimidated. At thispoint it is a good to look away periodically.Interview on Wednesday, hope it goes well 0.68 9
  • Group Profiling … … Relevant NoiseP1 Clustering – based GroupP2 Profiles Demographic – based Group Profiles Adult Female 10 USA UK
  • Exploration experimentPurpose is to answer the following:Q1: Can we generate useful group profiles to aid training professionals in identifying learning needs?Q2: Can we derive learning domain concepts to augment learner models? 11
  • Dataset used Data Property ValueNumber of Job Interview-related YouTube Videos 17Number of Comments Retrieved 1465Number of Remaining Comments after Noise Filtration 471 (32%)Number of Unique Comment Authors 393Comment to Author Ratio 1.20 12
  • Sample Output Clustering–based Group ProfilesThird largest group – Size: 36 Authors, 9% ofpopulation 13
  • Sample Output Demographic–based Group ProfilesLocation: GB – Age: From 20 To 40 years Frequent Job Interview_good, eye_contact, Interview eyes, interviewer, hope, helpful ConceptsLocation: US – Age: From 20 To 40 years Frequent Job Good_Interview, people, company, interviewer, Interview time, girl, experience, answer, money, Concepts questions, nervous, education, fingers, handsLocation: Asia– Age: From 20 To 40 years Frequent Job questions, answers, candidate, Interview interview_guide, money, pay, job_guide, watch Concepts 14
  • Lessons Learned• On noise filtration – Choice of threshold for noise filtration? – What is “inappropriate” content? – Can “promotional” content be detected?• On potential of group profiles to aid training professionals and learner model augmentation – Authentic comments were liked – Would be useful to know more about the viewpoints within a group 15
  • Future work• Increase use of semantics (e.g. For viewpoints extraction)• Improve quality of group profiling (e.g. By understanding the impact of clusters sorted by age)• How to get more accurate demographic data (e.g. „Place‟ from YouTube was not reliable) 16
  • Deriving Group Profiles from Social Media toFacilitate the Design of Simulated Environments for Learning Ahmad Ammari, Lydia Lau, Vania Dimitrova The University of Leeds, UK 17