0
Telligent Social AnalyticsNew Metrics for New MediaResearch & Tools<br />Marc A. SmithChief Social ScientistTelligent Syst...
E-mail (and more) is from people to people<br />2<br />
Patterns are left behind<br />3<br />
Social NetworkTheory<br />Central tenet  <br />Social structure emerges from <br />	the aggregate of relationships (ties) ...
Social media platforms are a source of multiple Social network data sets:“Friends”“Replies”“Follows”“Comments”“Reads”“Co-e...
Hardin, Garrett. 1968/1977. “The tragedy of the commons.”  Science 162: 1243-48. Pp. 16-30 in Managing the Commons, edited...
7<br />
8<br />
9<br />
10<br />
AnswerPersonSignatures<br />Discussion<br />People<br />11<br />
Discussion Starter<br />Spammer<br />Reply orientedDiscussion<br />Flame<br />Warrior<br />12<br />
The Ties that Blind?<br />13<br />
Reply-To Network<br />Network at distance 2 for the most prolific author of the microsoft.public.internetexplorer.general ...
15<br />Darwin Bell<br />
The Ties that Blind?<br />Pajek without modification can sometimes reveal structures of great interest.<br />
Mapping Newsgroup Social Ties<br />Microsoft.public.windowsxp.server.general<br />17<br />Two “answer people” with an emer...
18<br />
Distinguishing attributes:<br />Answer person<br />Outward ties to local isolates<br />Relative absence of triangles<br />...
Distinguishing attributes:<br />Answer person<br />Outward ties to local isolates<br />Relative absence of triangles<br />...
Recent publications<br />&quot;Visualizing the Signatures of Social Roles in Online Discussion Groups”The Journal of Socia...
Leading research: Adamic et al. 2008<br />Knowledge Sharing and Yahoo Answers: Everyone Knows Something,Adamic, Lada A., Z...
Use social network analysis measurements in reporting on social media data.Analytics calculates network metrics for all co...
Social media usage generatesSocial Networks<br />
Display community members sorted by network attributes using Excel Data|Sort<br />
User type reports in Telligent Analytics <br />Include social network metrics to define different kinds of contributors:<b...
NodeXL: Network Overview, Discovery and Exploration for Excel<br />Leverage spreadsheet for storage of edge and vertex dat...
The NodeXL Team<br />
The NodeXL project is Available via the CodePlexOpen Source Project Hosting Site:<br />Site:http://www.codeplex.com/nodexl...
NodeXL:Display nodes with subgraph images  sorted by network attributes using Excel Data|Sort<br />
Resources to supportEducational Use ofNodeXLFree Tutorial/Manual<br />Data SetsAvailable<br />
NodeXL: Filtered clusters<br />
NodeXL: Import social networks from email<br />
NodeXL: Import social networks from email<br />
Social Network Analysis Engine Development: NodeXL<br />Extend and apply social network analysis engine:<br />Improve layo...
NodeXL Partnerships and community<br />University of Maryland<br />Ohio University<br />Stanford University<br />Universit...
Telligent Analytics<br />Provides a source of network edge lists and integrates social network metrics in User Type Scores...
Telligent Social AnalyticsResearch & Tools<br />Marc A. SmithChief Social ScientistTelligent Systems<br />Marc.Smith@Telli...
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New Metrics for New Media Bay Area CIO IT Executives Meetup

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Presentation done by Marc Smith, Chief Social Scientist, Telligent at the Bay Area CIO/IT Executives meetup http://www.meetup.com/CIO-IT-Executives/ run by Tatyana Kanzaveli.

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  • Transcript of "New Metrics for New Media Bay Area CIO IT Executives Meetup"

    1. 1. Telligent Social AnalyticsNew Metrics for New MediaResearch & Tools<br />Marc A. SmithChief Social ScientistTelligent Systems<br />
    2. 2. E-mail (and more) is from people to people<br />2<br />
    3. 3. Patterns are left behind<br />3<br />
    4. 4. Social NetworkTheory<br />Central tenet <br />Social structure emerges from <br /> the aggregate of relationships (ties) <br /> among members of a population<br />Phenomena of interest<br />Emergence of cliques and clusters <br /> from patterns of relationships<br />Centrality (core), periphery (isolates), <br />betweenness<br />Methods<br />Surveys, interviews, observations, log file analysis, computational analysis of matrices<br />(Hampton &Wellman, 1999; Paolillo,2001; Wellman, 2001)<br />Source: Richards, W. (1986). The NEGOPY network analysis program. Burnaby, BC: Department of Communication, Simon Fraser University. pp.7-16<br />
    5. 5. Social media platforms are a source of multiple Social network data sets:“Friends”“Replies”“Follows”“Comments”“Reads”“Co-edits”“Co-mentions”“Hybrids”<br />
    6. 6. Hardin, Garrett. 1968/1977. “The tragedy of the commons.” Science 162: 1243-48. Pp. 16-30 in Managing the Commons, edited by G. Hardin and J. Baden. San Francisco: Freeman.<br />Wellman, Barry. 1997. “An electronic group is virtually a social network.” In S. Kiesler (Ed.), The Culture of the Internet. Hillsdale, NJ: Lawrence Erlbaum. <br />6<br />
    7. 7. 7<br />
    8. 8. 8<br />
    9. 9. 9<br />
    10. 10. 10<br />
    11. 11. AnswerPersonSignatures<br />Discussion<br />People<br />11<br />
    12. 12. Discussion Starter<br />Spammer<br />Reply orientedDiscussion<br />Flame<br />Warrior<br />12<br />
    13. 13. The Ties that Blind?<br />13<br />
    14. 14. Reply-To Network<br />Network at distance 2 for the most prolific author of the microsoft.public.internetexplorer.general newsgroup<br />The Ties that Blind?<br />
    15. 15. 15<br />Darwin Bell<br />
    16. 16. The Ties that Blind?<br />Pajek without modification can sometimes reveal structures of great interest.<br />
    17. 17. Mapping Newsgroup Social Ties<br />Microsoft.public.windowsxp.server.general<br />17<br />Two “answer people” with an emerging 3rd.<br />
    18. 18. 18<br />
    19. 19. Distinguishing attributes:<br />Answer person<br />Outward ties to local isolates<br />Relative absence of triangles<br />Few intense ties<br />Reply Magnet<br />Ties from local isolates <br />Often inward only Sparse, few triangles<br />Few intense ties<br />Reply Magnet<br />Ties from local isolates often inward only<br />Sparse, few triangles<br />Few intense ties<br />Journal of Social Structure: “Visualizing the Signatures of Social Roles in Online Discussion Groups” http://www.cmu.edu/joss/content/articles/volume8/Welser/<br />
    20. 20. Distinguishing attributes:<br />Answer person<br />Outward ties to local isolates<br />Relative absence of triangles<br />Few intense ties<br />Discussion person<br />Ties from local isolates often inward only<br />Dense, many triangles<br />Numerous intense ties<br />Reply Magnet<br />Ties from local isolates often inward only<br />Sparse, few triangles<br />Few intense ties<br />Journal of Social Structure: “Visualizing the Signatures of Social Roles in Online Discussion Groups” http://www.cmu.edu/joss/content/articles/volume8/Welser/<br />
    21. 21. Recent publications<br />&quot;Visualizing the Signatures of Social Roles in Online Discussion Groups”The Journal of Social Structure.  8(2)<br />“Picturing Usenet”<br />The Journal of Computer Mediated Communication<br />“You are who you talk to”<br />HICSS 2007<br />
    22. 22. Leading research: Adamic et al. 2008<br />Knowledge Sharing and Yahoo Answers: Everyone Knows Something,Adamic, Lada A., Zhang Jun, BakshyEytan, and Ackerman Mark S. , WWW2008, (2008)<br />
    23. 23. Use social network analysis measurements in reporting on social media data.Analytics calculates network metrics for all content authors.In-degreeOut-degreeEigenvector centralityClustering coefficientIngredients of User Type Scores<br />
    24. 24. Social media usage generatesSocial Networks<br />
    25. 25. Display community members sorted by network attributes using Excel Data|Sort<br />
    26. 26.
    27. 27. User type reports in Telligent Analytics <br />Include social network metrics to define different kinds of contributors:<br />Answerer: users who reply to many questions from many people. <br />Influencer: users who are connected to other well connected users.<br />Asker: users who raise questions that get answered by answer people.<br />Connector: highly connected users who are replied to or linked to by many other community users.<br />Originator: initiates new content in the site that is often linked to by others.<br />Commenter: replies or links to content created by others.<br />Spectator: reads but tends not to create content.<br />Overseer: moderates content created by others.<br />
    28. 28. NodeXL: Network Overview, Discovery and Exploration for Excel<br />Leverage spreadsheet for storage of edge and vertex data<br />http://www.codeplex.com/nodexl<br />
    29. 29. The NodeXL Team<br />
    30. 30. The NodeXL project is Available via the CodePlexOpen Source Project Hosting Site:<br />Site:http://www.codeplex.com/nodexl<br />
    31. 31.
    32. 32. NodeXL:Display nodes with subgraph images sorted by network attributes using Excel Data|Sort<br />
    33. 33. Resources to supportEducational Use ofNodeXLFree Tutorial/Manual<br />Data SetsAvailable<br />
    34. 34.
    35. 35.
    36. 36. NodeXL: Filtered clusters<br />
    37. 37. NodeXL: Import social networks from email<br />
    38. 38. NodeXL: Import social networks from email<br />
    39. 39.
    40. 40. Social Network Analysis Engine Development: NodeXL<br />Extend and apply social network analysis engine:<br />Improve layouts and visualizations<br />Additional metrics and measures<br />Technical architecture shift to the web and cloud<br />Scale and performance<br />Clustering and time series analysis<br />
    41. 41. NodeXL Partnerships and community<br />University of Maryland<br />Ohio University<br />Stanford University<br />University of Pennsylvania<br />YOU?<br />10,000 + downloads on Codeplex<br />
    42. 42. Telligent Analytics<br />Provides a source of network edge lists and integrates social network metrics in User Type Scores<br />Further possible social network analysis applications<br />Recommendations: my friend’s edit what documents?<br />Search optimization: show documents from “answer people”<br />Role discovery: who are the topic starters? The answer people?<br />
    43. 43. Telligent Social AnalyticsResearch & Tools<br />Marc A. SmithChief Social ScientistTelligent Systems<br />Marc.Smith@Telligent.com<br />http://www.telligent.com<br />http://www.connectedaction.net<br />
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