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Social Tagging Revamped
    Supporting the Users’ Need of
       Self-promotion through
        Persuasive Techniques
 Mau...
How many ‘friends’ do you have on Facebook?
    ~30                    ~100                     ~300




     information
...
Facebook statistics
•   100 Million photos uploaded to the site each day

•   More than 5 billion pieces of content (web l...
automatic filtering




intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
automatic filtering

                                              ‘black box’
                                            ...
automatic filtering

                                                    ‘black box’
                                      ...
automatic tagging




                          von Ahn & Dabbish, CHI’04
intro → definitions → exp 1 → exp 2 → exp 3 → con...
automatic tagging




                          von Ahn & Dabbish, CHI’04
intro → definitions → exp 1 → exp 2 → exp 3 → con...
social mechanisms




intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
social mechanisms
                                               social
                                              filte...
social mechanisms
                                               social
                                              filte...
problem space
probability to miss
 relevant content
         auto. filtering

            auto. tagging

                  ...
problem space
probability to miss
 relevant content
         auto. filtering

            auto. tagging

                  ...
social tagging?
the activity of producing collaboratively metadata
   in the form of keywords to shared content




   int...
social tagging?
     the activity of producing collaboratively metadata
        in the form of keywords to shared content
...
social tagging?
     the activity of producing collaboratively metadata
        in the form of keywords to shared content
...
methodology
  study 1:
 is it really
a problem?
methodology
                               study 2:
  study 1:
                       can we take advantage
 is it really
...
methodology
                                         study 2:
  study 1:
                                 can we take adva...
study 1

• 48 Facebook users
• m: 36, f: 12, median age: 26.5 years
• 3 independent social networks
• exploratory question...
Do you feel overwhelmed by the amount of
updates from your friends’ activity on Facebook?
Do you feel overwhelmed by the amount of
updates from your friends’ activity on Facebook?




           66.6% of the resp...
What strategies do you use to keep up with what
     your friends are doing on Facebook?
What strategies do you use to keep up with what
     your friends are doing on Facebook?




      only 31% of the respond...
summary study 1
These results confirm that information overload is a
        problem in social networking sites.

Most of t...
study 2: playing with
          mutual-modeling

• 9 participants (m: 8, f:1) were recruited by
  mail advertisement
• ave...
a) add single-word tags




intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
b) add commentaries




intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
c) rate the comments




intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
People tend to like photo comments from their
    peers, mostly when they include jokes.

 “I REALLY liked to see my frien...
Commenting is typically a communication
        activity directed to a person,
         while tagging is impersonal.
“I th...
Relationships between peers are different and
        affect comment appreciation.

“Knowing who the owner of the picture ...
1- most of the specific single-word keywords were
          contained in the commentaries
    2- descriptors of peers were ...
1- most of the specific single-word keywords were
          contained in the commentaries
    2- descriptors of peers were ...
1- most of the specific single-word keywords were
          contained in the commentaries
    2- descriptors of peers were ...
1- most of the specific single-word keywords were
          contained in the commentaries
    2- descriptors of peers were ...
1- most of the specific single-word keywords were
          contained in the commentaries
    2- descriptors of peers were ...
summary study 2
this study suggested the idea that commentaries
could be used as a source of metadata instead of
         ...
summary study 2
this study suggested the idea that commentaries
could be used as a source of metadata instead of
         ...
study 3: self-promotion experiment

  • 51 Facebook users (m:40, f:11)
  • 3 separate social networks
   - SN1: 17 part. U...
persuasive techniques
            PhotoBest                                       CommBest
➀   user X
                    ...
why FB comments are
      no good?
experiment
  sn1
                          sn2
                                                     low-tech
             ...
self-promotion experiment
                          PhotoRnd
                                              taken from FB
...
results
results
results
results
results
take home message 1:


   there is a need for
   signaling strategies
 the abundance of less relevant content
might “crowd...
take home message 2:


         peers generate
      descriptors which are
          more specific
users naturally take adv...
take home message 3:


     designing quality-control
           mechanisms
 contextualized comments might allow the users...
Q&A
          Social Tagging Revamped


take away messages:
1) there is a need for signaling strategies
2) peers generate ...
Mauro Cherubini, Alejandro Gutiérrez (UIUC),
   Rodrigo de Oliveira, and Nuria Oliver


                   end
           ...
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Social Tagging Revamped: Supporting the Users' Need of Self-promotion through Social Filtering

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We consider this work as a first step towards the definition of Social Games With A Purpose: games that could take advantage of the specific properties of social networks.

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Social Tagging Revamped: Supporting the Users' Need of Self-promotion through Social Filtering

  1. 1. Social Tagging Revamped Supporting the Users’ Need of Self-promotion through Persuasive Techniques Mauro Cherubini, Alejandro Gutiérrez (UIUC), Rodrigo de Oliveira, and Nuria Oliver
  2. 2. How many ‘friends’ do you have on Facebook? ~30 ~100 ~300 information overload intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  3. 3. Facebook statistics • 100 Million photos uploaded to the site each day • More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week • Average user has 130 friends on the site • Average user clicks the Like button on 9 pieces of content each month • Average user writes 25 comments on Facebook content each month source: Facebook intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  4. 4. automatic filtering intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  5. 5. automatic filtering ‘black box’ intelligence intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  6. 6. automatic filtering ‘black box’ intelligence cap intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  7. 7. automatic tagging von Ahn & Dabbish, CHI’04 intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  8. 8. automatic tagging von Ahn & Dabbish, CHI’04 intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  9. 9. social mechanisms intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  10. 10. social mechanisms social filtering intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  11. 11. social mechanisms social filtering social navigation intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  12. 12. problem space probability to miss relevant content auto. filtering auto. tagging social filtering social navigation effort required from user intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  13. 13. problem space probability to miss relevant content auto. filtering auto. tagging social filtering social navigation social tagging effort required from user intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  14. 14. social tagging? the activity of producing collaboratively metadata in the form of keywords to shared content intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  15. 15. social tagging? the activity of producing collaboratively metadata in the form of keywords to shared content the activity of producing with peers in a SN metadata in the form of descriptors to shared content intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  16. 16. social tagging? the activity of producing collaboratively metadata in the form of keywords to shared content the activity of producing with peers in a SN metadata in the form of descriptors to shared content - mutual modeling - persuasive techniques intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  17. 17. methodology study 1: is it really a problem?
  18. 18. methodology study 2: study 1: can we take advantage is it really of the fact that peers a problem? know each-other?
  19. 19. methodology study 2: study 1: can we take advantage is it really of the fact that peers a problem? know each-other? study 3: can social tagging support self-promotion?
  20. 20. study 1 • 48 Facebook users • m: 36, f: 12, median age: 26.5 years • 3 independent social networks • exploratory questionnaire intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  21. 21. Do you feel overwhelmed by the amount of updates from your friends’ activity on Facebook?
  22. 22. Do you feel overwhelmed by the amount of updates from your friends’ activity on Facebook? 66.6% of the respondents perceived the ‘Facebook fatigue’
  23. 23. What strategies do you use to keep up with what your friends are doing on Facebook?
  24. 24. What strategies do you use to keep up with what your friends are doing on Facebook? only 31% of the respondents declared to have a strategy to deal with information overload
  25. 25. summary study 1 These results confirm that information overload is a problem in social networking sites. Most of the respondents felt overwhelmed by the amount of updates in FB and they adopted few strategies to overcome it. intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  26. 26. study 2: playing with mutual-modeling • 9 participants (m: 8, f:1) were recruited by mail advertisement • average 31y (age ranged from 23 to 46) • CS students, researchers, administrative assistants • tagging exercise (comprising 3 phases) intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  27. 27. a) add single-word tags intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  28. 28. b) add commentaries intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  29. 29. c) rate the comments intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  30. 30. People tend to like photo comments from their peers, mostly when they include jokes. “I REALLY liked to see my friends’ comments on my picture” (participant 2) intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  31. 31. Commenting is typically a communication activity directed to a person, while tagging is impersonal. “I think that keyword based tagging is better for content retrieval because the addressee of the communication is the anonymous world and thus the terms are often chosen in order to explain the picture. As for the comment, I directed my communication to the author of the image” (participant 4) intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  32. 32. Relationships between peers are different and affect comment appreciation. “Knowing who the owner of the picture is may result in different comments or tagging” (participant 6) intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  33. 33. 1- most of the specific single-word keywords were contained in the commentaries 2- descriptors of peers were more specific
  34. 34. 1- most of the specific single-word keywords were contained in the commentaries 2- descriptors of peers were more specific
  35. 35. 1- most of the specific single-word keywords were contained in the commentaries 2- descriptors of peers were more specific
  36. 36. 1- most of the specific single-word keywords were contained in the commentaries 2- descriptors of peers were more specific
  37. 37. 1- most of the specific single-word keywords were contained in the commentaries 2- descriptors of peers were more specific
  38. 38. summary study 2 this study suggested the idea that commentaries could be used as a source of metadata instead of single-word tags intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  39. 39. summary study 2 this study suggested the idea that commentaries could be used as a source of metadata instead of single-word tags tagging and commenting has a potential beyond search and retrieval intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  40. 40. study 3: self-promotion experiment • 51 Facebook users (m:40, f:11) • 3 separate social networks - SN1: 17 part. US residents (av. age 27y) - SN2: 14 part. US residents (av. age 28y) - SN3: 20 part. CS researchers Spain (31y) • controlled experiment intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  41. 41. persuasive techniques PhotoBest CommBest ➀ user X ➀ user X uploads an album uploads a picture ➁ ➁ for best picture peers write a peers vote comment ➂ user X ➂ the 3 best pictures are published on the main feed selects the best comment ➃ the picture plus the best comment are published on the main feed intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  42. 42. why FB comments are no good?
  43. 43. experiment sn1 sn2 low-tech prototype Social networks sn3 ‘viewers’ describers intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  44. 44. self-promotion experiment PhotoRnd taken from FB CommRnd PhotoBest CommBest intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  45. 45. results
  46. 46. results
  47. 47. results
  48. 48. results
  49. 49. results
  50. 50. take home message 1: there is a need for signaling strategies the abundance of less relevant content might “crowd out” more relevant content intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  51. 51. take home message 2: peers generate descriptors which are more specific users naturally take advantage of their implicit knowledge about their peers when tagging content intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  52. 52. take home message 3: designing quality-control mechanisms contextualized comments might allow the users of social networking sites to gain access to interpretative information they could not gain elsewhere intro → definitions → exp 1 → exp 2 → exp 3 → conclusion
  53. 53. Q&A Social Tagging Revamped take away messages: 1) there is a need for signaling strategies 2) peers generate descriptors which are more specific 3) SGWAP mauro@tid.es
  54. 54. Mauro Cherubini, Alejandro Gutiérrez (UIUC), Rodrigo de Oliveira, and Nuria Oliver end thanks mauro@tid.es http://www.i-cherubini.it/mauro/blog/ http://research.tid.es/multimedia/

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