Talk at CWI workshop, Amsterdam.

1. interacting with social media
content about events
Mor Naaman
Rutgers SC&I

2. social media information lab?

3. social media research:
1. what are people doing
(and why)?

4. social media research:
2. understanding social
systems at scale

5. social media research:
3. creating new experiences

6. events in social media

8. BYOBW

9. overview Vox Civitas: reasoning about events
with social media content
Multiplayer: organizing social
multimedia content from live events
evaluating social multimedia
experiences

10. social multimedia

11. social multimedia
online sources of multimedia
content posted in settings that
foster significant individual
participation and that promote
community curation, discussion
and re-use of content.

12. social multimedia on Twitter

13. “media’s conversational
shadow”
- @ayman

14. research questions
how can (Twitter) content contributed
around large-scale broadcast news
events inform journalistic inquiry?
what kinds of insights and analyses are
enabled through visual analytic tools?
how to build better tools to support
journalistic inquiry?

15. “Hey Fellas,
have a look
at this
scoop I just
pulled from
TWITTER.”!

16. designing for journalism
what would a journalist ask of Twitter?
tendency to cover “decisive moments”, divergent
points of view, audience criticism/applause
newsworthiness: favors surprising, unusual, good /
bad
useful indicators:
– sentiment: applause, criticism, controversy, good /
bad
– response magnitude: quotes, topics / issues
– unique / novel contributions

17. supporting analysis
direct attention to relevant information
automatic content analysis for filtering
– relevance
– uniqueness / novelty
– sentiment
– keyword extraction

18. vox civitas

19. Nicholas Diakopoulos, Mor
Naaman, Funda Kivran-Swain,
Diamonds in the Rough: Social
Media Visual Analytics for
Journalistic Inquiry (VAST 2010)
http://sm.rutgers.edu/vox

20. overview Vox Civitas: reasoning about events
with social media content
Multiplayer: organizing social
multimedia content from live events
evaluating social multimedia
experiences

21. social multimedia

22. social multimedia on YouTube

27. research questions
how can we transform the consumption of
video content created by users attending
large-scale events?
what kinds of practices and user tasks can
be enabled through a new experience?
how to build better tools to leverage the
social context of video capture?

28. Lyndon Kennedy and Mor
Naaman. Less Talk, More
Rock (WWW 2009)

30. 1 master’s student
3 months

31. relive with YouTube
Multiplayer (w/ Coco)

32. multiple perspectives:
relevance
no redundancy
improves as content added
leverages social metadata

33. Nicholas Diakopoulos, Mor
Naaman, Tayebeh Yazdani,
Zihao Yu. Navigating Events in
a Multi-Perspective Social
Video Browser (in submission)

34. overview Vox Civitas: reasoning about events
with social media content
Multiplayer: organizing social
multimedia content from live events
evaluating social multimedia
experiences

35. challenge: evaluate!

36. challenge: evaluate!
produce insights about use and
usefulness that go beyond a
specific implementation

37. challenge: evaluate!
what are the different factors that
are in play when users interact
with the new application?

38. challenge: evaluate!
how do users perceive and
understand the presentation
and interaction mode?

39. challenge: evaluate!
how does the new experience
help (or hinder) users in
performing tasks?

40. two-pronged approach
directly evaluate the output of the
algorithms (quantitative)
deep, extensive evaluation of the users
interaction with the system or interactive
prototype (qualitative) in the context of
their task
read more: Olsen (UIST ’07); Naaman (MTAP ’10)

41. Multiplayer study goals
what utility is provided to event content
consumption?
how users interact with a multi-perspective
videos from an event?

42. laboratory study
two tasks/scenarios:
– seen a show, reminisce/share
– considering a show, checking it out
data collected
– think-aloud data
– detailed, open-ended questionnaire
– Interaction logging

43. data analysis
themes extracted from notes, transcripts
logging data examined for support

44. insights: event viewing
seeing all activities on stage
“There’s a lot of activities on
stage ... normally I would not be
able to see everything at once
and this allows me to do that”

45. insights: event viewing
“being there”
“get an idea of what it’d be like
to be in the audience”
“This preview is better than a
seating chart!”

46. insights: interaction
thumbnails natural, timeline not so much
audio switching problematic

47. insights: taking control
users expressed need, desire to generate
new media artifacts
If I really like a certain
performance then I’d set it up
as a mini-editor to have a
super-customized version of
this great event”

48. Vox study goals
how do journalists use Vox Civitas and
what is its journalistic utility?
what features do journalists interact with?
what kinds of insights does Vox Civitas
support?

49. online study
deployment scenario/task::
– “use the tool to develop two story pitches for
the event”
data collected
– detailed, open-ended questionnaires
– interface logging
participants
– 15 / 18 with training in journalism

50. data analysis
themes extracted from answers to
questionnaire
types of story angles
logging data examined for support

51. insights: utility
ideas for follow-up; mechanism to find
sources
“figure out what statement
resonated the most with the
public”
“used as a compliment to
stories that include more sound
data”

52. insights: story angles
audience response in multiple scales
– individual
– aggregate volume, sentiment

53. insight: using search
Keyword searches and filtering helped find
story angles
“Further investigation into
statistics on college loan debt.
How much are students
carrying? And how long does it
take to pay off?”

54. insight: using search
Keyword searches and filtering helped find
story angles
““I chose the keyword ‘overseas’.
This gave me more of mixed
emotions for the audience due to
the slash in tax breaks being given
to companies who ship their jobs
overseas”

55. summary
created new experiences for
social media content from/
about events
evaluations resulted in insights
that are not necessarily tied to
particular implementation

56. thanks to…
joint work with superstars:
Nicholas Diakopoulos
Funda Kivran-Swaine
Tayebeh Yazdani
Zihao Yu

57. thank you mor@rutgers.edu
mornaaman.com
@informor
join us at rutgers SMIL
(email me or introduce yourself)