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2009 December NodeXL Overview


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An overview of the Network Overview Discovery and Exploration add-in for Excel 2007 (NodeXL), a social network analysis add-in for the familiar spreadsheet application. Visualize twitter, flickr, facebook, and email networks with just a few mouse clicks.

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2009 December NodeXL Overview

  1. 1. Network Overview, Discovery and Exploration for Excel 2007<br />Social Media Network Analysis with NodeXL<br />Marc A. Smith<br />Chief Social Scientist<br />Connected Action Consulting Group<br /><br /><br /><br /><br /><br /><br /><br /><br /><br />
  2. 2. Dr. Marc A. Smith<br />Ph.D. in Sociology, UCLA, 2002<br />Chief Social Scientist, Connected Action Consulting Group,Silicon Valley, CA<br /><br /><br />Research on the social network structure of social media, online community, collaboration.<br />Currently working on:<br />NodeXL: Social Network Analysis<br />Mapping link structure of social media<br />Reporting tools for community and brands<br />Discovering social roles in social media, building an ecological model of computer-mediated collective action<br />
  3. 3. Problem: No network chart in Excel<br />
  4. 4. Problem: No network chart in Excel<br />
  5. 5.
  6. 6.
  7. 7. NodeXL: Network analysis and visualization tool<br /><ul><li>Cyclic Graph data structures have limited support in existing Office tools
  8. 8. Network analysis is of growing importance in academic, commercial, and Internet social media contexts
  9. 9. Existing network analysis tools have command line interfaces or demand steep learning curves
  10. 10. Many network data sets already live in Excel!</li></li></ul><li>NodeXL: Goal: Make SNA easier<br />Existing Social Network Tools are challenging for many novice users<br />Tools like Excel are widely used<br />Leveraging a spreadsheet as a host for SNA lowers barriers to network data analysis and display<br />
  11. 11. Social Network Analysis ToolkitTools to support the study of the social network structure of <br />social media and other directed graph structures<br />Sociologist<br />“What are the structures of communication in scientific discussions?”<br />User Experience Information Visualization<br />“What are the best UI/UX workflows for network analysis tools?”<br />Computer Scientist Algorithmicist for Social Network Measures<br />“What are the measures and algorithms needed for understanding networks?”<br />
  12. 12. 10<br />
  13. 13. The Ties that Blind?<br />11<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. Darwin Bell<br />13<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 />Two “answer people” with an emerging 3rd.<br />15<br />
  18. 18. 16<br />
  19. 19. <ul><li>Answer person
  20. 20. Outward ties to local isolates
  21. 21. Relative absence of triangles
  22. 22. Few intense ties
  23. 23. Reply Magnet
  24. 24. Ties from local isolates often inward only
  25. 25. Sparse, few triangles
  26. 26. Few intense ties</li></ul>Distinguishing attributes:<br />17<br />
  27. 27. Distinguishing attributes:<br /><ul><li>Answer person
  28. 28. Outward ties to local isolates
  29. 29. Relative absence of triangles
  30. 30. Few intense ties
  31. 31. Discussion person
  32. 32. Ties from local isolates often inward only
  33. 33. Dense, many triangles
  34. 34. Numerous intense ties</li></ul>18<br />
  35. 35. Clear and consistent signaturesof an “Answer Person”<br />Light touch to numerous threads initiated by someone else<br />Most ties are outward to local isolates<br />Many more ties to small fish than big fish<br />19<br />
  36. 36. Roles Project<br />Using Netscan data to derive social roles in Usenet<br />Next steps: quantify & explore in more depth<br />Answer Person,<br />Discussion, rec.kites<br />Flame, alt.flame<br />Social Support,<br />PUBLISHED in HICSS, JCMC, JoSS, IEEE Internet Communications (special issue on Social Networks)<br />20<br />
  37. 37.
  38. 38.
  39. 39. Relationships among #OCS09 mentioning Twitter users<br />
  40. 40. Relationships among “NodeXL” Mentioning Twitter users<br />
  41. 41.
  42. 42.
  43. 43. NodeXL Imports User and Keyword Networks from Twitter<br />
  44. 44.
  45. 45. Dr. Robert Ackland<br /><ul><li>Works at the intersection of empirical social science and computer science, developing new approaches and related tools (involving information retrieval, data visualisation and social network analysis) for studying online social and organisational networks
  46. 46. Established Virtual Observatory for the Study of Online Networks (VOSON) project in 2005 -
  47. 47. Teaches two masters courses: Social Science of the Internet” and Online Research Methods”
  48. 48. Fellow and Masters Coordinator in Australian Demographic and Social Research Institute, at the Australian National University
  49. 49. Degrees in economics from Univ. of Melbourne, Yale Univ. (as Fulbright Scholar) and ANU, where he completed his PhD</li></li></ul><li>
  50. 50.
  51. 51.
  52. 52. Growing NodeXL user community: nearing 18,000 downloads <br />
  53. 53. Network of relationships among “Honda” mentioning Twitter users<br />
  54. 54. Network of relationships among “Opendata” mentioning Twitter users<br />
  55. 55. Network of relationships among “SharePoint” mentioning Twitter users<br />
  56. 56. NodeXL Calculates a number of Network Metrics and “subgraphs”<br />
  57. 57. Sub graph images of each “ego-network”<br />
  58. 58. Network of relationships among “Intuit” mentioning Twitter users<br />
  59. 59.
  60. 60.
  61. 61. NodeXL supports a number of graph layouts<br />Fruchterman-Reingold<br />Harel-Koren<br />
  62. 62. Harel-Koren layout of Marc Smith FacebookEgonetwork<br />
  63. 63. Fruchterman-Reingold layout of Marc Smith FacebookEgonetwork<br />
  64. 64. FR layout of the relationships among #WIN09 Mentioning Twitter users <br />
  65. 65. US Senate votingrelationships<br />
  66. 66. Changed party in 2009<br />US Senate votingrelationships<br />
  67. 67. Systematic Yet Flexible Network Analysis Tasks<br />Overall network metrics (e.g. number of nodes, number of edges, density, diameter)<br />Node rankings (e.g. degree, betweenness, closeness centrality)<br />Edge rankings (e.g. weight, betweenness centrality)<br />Node rankings in pairs (e.g. degree vs. betweenness, plotted on a scatter gram)<br />Edge rankings in pairs<br />Cohesive subgroups (e.g. finding communities in networks)<br />Multiplexity (e.g. analyzing comparisons between different edge types, such as friends vs. enemies)<br />Shneiderman, Perer, Dunne<br />
  68. 68. Whole Graph / <br />All Time<br />Sub Graph / <br />All Time<br />Filtering Network Diagrams<br />Micro ---- Time ---- Macro<br />Sub Graph / <br />Narrow Time Slice<br />Micro ---- Scale ---- Macro<br />Whole Graph / <br />Narrow Time Slice<br />
  69. 69. NodeXL Next Steps<br /><ul><li>Enhanced layouts
  70. 70. Better manual layout of nodes
  71. 71. Clustering and composite nodes
  72. 72. Add/remove a node to/from a cluster
  73. 73. Add/remove a node to/from a composite
  74. 74. Web interface (HTML5/Azure)
  75. 75. Add social network data sources:
  76. 76. Exchange, Sharepoint, Active Directory, ACM Digital Library, , etc.</li></li></ul><li>Network Overview, Discovery and Exploration for Excel 2007<br />Social Media Network Analysis with NodeXL<br />Marc A. Smith<br />Chief Social Scientist<br />Connected Action Consulting Group<br /><br /><br /><br /><br /><br /><br /><br /><br /><br />