22. Demonstration 1
20 people stand up
cf. Altheide and Johnson, "Counting Souls: A Study of Counseling at Evangelical Crusades", The Pacific Sociological Review,Vol. 20, No. 3, (July
1977), pp. 323-348 http://bit.ly/cJxAt8
26. Enrich Your Data
Explicit Inferred
• Name • Age cohort
• Age • Gender
• Gender • Location
• Location • Music preference
• Contact details • Gender preference
• Social graph • Obesity
• etc • etc
cf: ‘Inference of Profile Elements of Individuals Using Publicly Available Social Web Data’ (Kozikowski 2009) [Masters Thesis]
http://bit.ly/aBRIxW
27. Enrich Your Data
Explicit Inferred
• Name • Age cohort
• Age • Gender
• Gender • Location
• Location • Music preference
• Contact details • Gender preference
• Social graph • Obesity
• etc • etc
cf: ‘Inference of Profile Elements of Individuals Using Publicly Available Social Web Data’ (Kozikowski 2009) [Masters Thesis]
http://bit.ly/aBRIxW
30. Homosexuality
If more than 1.89% of your Facebook friends are gay...
then you probably are as well
Homophily
Jernigan, Carter, Mistree, Behram. "Gaydar: Facebook friendships expose sexual orientation" First Monday [Online],Volume 14 Number 10
(25 September 2009) http://bit.ly/8YTy2X
31. Obesity
171% increased risk of obesity if your close friend is
obese
Social Norms
‘The Spread of Obesity in a Large Social Network over 32 Years’: Christakis & Fowler, (New England Journal of Medicine, July 26 2007)
http://bit.ly/9TcH3W
32. Teach Yourself SNA
Tools Data Books & Papers
• UCINet/ • Twitter API • Wasserman &
NetDraw • Facebook API Faust
• Pajek • Crawlers • de Nooy, Mrvar
• Gephi • Blog links & Batagelj
• NodeXL • Email data • Granovetter
• yEd • Own data • Watts
• GraphViz • etc • Leskovec
• etc • etc
Social media needs to be measured in different ways
“Civilization and its discontents” where Freud talks about the conflict between the individual’s desire to maintain their individuality and society’s pressure to conform.
I work as a marketeer; for years I’ve been part of that pressure.
Social Media presents -- express their individuality -- new set of unconscious pressures.
Social media needs to be measured in different ways
“Civilization and its discontents” where Freud talks about the conflict between the individual’s desire to maintain their individuality and society’s pressure to conform.
I work as a marketeer; for years I’ve been part of that pressure.
Social Media presents -- express their individuality -- new set of unconscious pressures.
Most of the people who retweeted are already tightly linked -- recognized more than ONE name on the retweet schedule. There’s a SOCIAL act going on here; not simply sharing information, but using the act of sharing information to reinforce their relationships w/in the wider network
People are talking about your products, messages, about your ideas, about your policies.
Think about how many brands, NGOs and political organizations are trying to get you to do this.
ethically grey.
Twitter
Where do you hear about stuff FIRST?
Unconscious subtle instantaneous decisions
respect like love trust
Filters are almost fractally complex and individual. That’s why they WORK.
So here are some of the ways we’ve tried to get around it.
Well -- it turns out we can. Up to a point. Here’s a map of Twittering MPs. The colours tell you what their party affiliation is.
Only, I didn’t colour them by hand. I asked the computer to work out what the most likely cliques and factions were.
It got one person wrong.
Derek Wyatt is actually Labour. But it’s not bad for a small data set.
And here’s the same exercise performed on the US Congress. We got six out of 46 wrong. Still feels pretty good. We’re beginning to be able to tell something about someone based on nothing more than WHO THEY KNOW.
Here’s another example. This time its Republicans and Democrats on Twitter. If you take out only two betweeners,
You get a world where the Republicans don’t know what the Dems are saying and vice versa.
Betweeners are people who span two or more worlds. Let’s take a closer look at why there aren’t MORE of them. It’s because of a thing called Homophily.