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New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
New Metrics for New Media Bay Area CIO IT Executives Meetup
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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.

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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  • “You can make a mess.”
  • Transcript

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

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