My talk from: New Metrics for New Media: Analytics for Social Media and Virtual Worlds http://mediax.stanford.edu/WSI/metrics.html @Media X Stanford 2009

1. Synergies BetweenSearch and Social Metrics @ mediaX • Stanford University David A. Shamma • Yahoo! Research

2. Internet Experiences Group (IEG) Yahoo! Research

3. Internet ExperiencesYahoo! Research Elizabeth Churchill M Cameron Jones Ayman

4. IEG Research Areas

5. IEG Research Areas

7. Site reviews

8. Data visualization

9. Surveys

10. Field studies

11. Prototypes

12. Activity log analysisPsychology, Sociology, Anthropology, Linguistics, Computer Science, Design

13. Why are these people here? Dolores Park, San Francisco July 2006.

14. People Like Video FIFA World Cup Final 2006.

15. Legacy Web Video

17. Playback

18. Tags

19. Links/Embed

20. Favorites

21. Comments

22. People

24. What to Collect to measure engagement? Type of event (Zync player command or a normal chat message) Anonymous hash (uniquely identifies the sender and the receiver, without exposing personal account data) URL to the shared video Timestamp for the event The player time(with respect to the specific video) at the point the event occurred The number of characters and the number words typed (for chat messages) Emoticons used in the chat message

25. A Short Movie

26. Percent of actions over time.

27. Volume of actions over time.

28. Chat follows the video! CHAT

29. Social Networks

30. Boundary Objects

31. Core Stats (opt-in) April 1, 2009 through April 7, 2009 (inclusive). 3.25 million events (URLs, chat, volumes, pause events). 24,258 users • 24,506 sessions Of these users, 35.29% (μ=2:02, σ= 2:72,σ2= 7:40) of the users engaged in more than one session during that week 76,762 URLs, 23% shared in more than one session. Over 99% of the shared videos came from YouTube. Approximately 2% of all the URLs sent within Yahoo! Messenger at-large.

32. Reciprocity 43.6% of the sessions the invitee played at least one video back to the session’s initiator. 77.7% sharing reciprocation Pairs of people often exchanged more than one set of videos in a session. In the categories of Nonprofit, Technology and Shows, the invitees shared more videos to the initiator (5:4, 9:7, and 5:2 respectably).

33. What are they doing? Dolores Park, San Francisco July 2006.

34. Now they would be Tweeting! Dolores Park, San Francisco July 2006.

35. People Tweet While They Watch

36. CurrentTV: Hack the Debate

37. Tweet Crawl Three hashtags: #current #debate08 #tweetdebate 97 mins debate + 53 mins following = 2.5 hours total. 3,238 tweets from 1,160 people. 1,824 tweets from 647 people during the debate. 1,414 tweets from 738 people post debate. 577 @ mentions (reciprocity!) 266 mentions during the debate 311 afterwards. Low RT: 24 retweets in total 6 during 18 afterwards.

38. 1st Presidential Debate Sampled Tweet Volume over time.

39. 1st Presidential Debate Sampled Tweet Volume over time. CHAT

40. Video Segmentation

41. #tags as boundary objects

42. Hey @newshour!

43. High Centrality

44. Topics follow but not aligned

45. In Search of Social… Instrument for Engagement Privacy Volume of Interaction Search for Expression Crawling samples Re-query for missed data Identify pragmatics of the medium Twitter can be content free Twitter isn't necessarily social Find meaningful reciprocity Merge Classical Methods with Social Metrics Model social interaction as it is represented and beyond

46. thanks to echu, lyndon, mcjones! Fin. aymans@acm.org • http://shamurai.com