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Social Attention Management in Online Community using Artificial Agents

Research project about new support of social attention management using artificial agents observing and regulating individual or collective behavior in a online community.

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Social Attention Management in Online Community using Artificial Agents

  1. 1. Social Attention Management in Online Community using Artificial Agents<br />Nicolas Maisonneuve, Research Associate <br />Centre for Advanced Learning Technologies, INSEAD<br />Context: European research project<br />2008<br />
  2. 2. Social translucence design<br />Social translucence design = Design knowledge management system to emphasize the social aspect <br /> (Erickson et al. (2002). “Social translucence: designing social infrastructures that make collective activity visible”)<br />Why is emphasizing the social aspect important?<br /><ul><li>Change of the user’s perception: from a repository of resources to a community of people
  3. 3. Emergence of social mechanisms (trust , affinity)
  4. 4. Increase of the participation (main problem in Knowledge Management) </li></li></ul><li>Social translucence design<br />Objective: To help users to better perceive/understand what happens within the community <br />Approach 1: Multi Agent System <br />Goal: Detecting and regulating different {collective,indivudual} behavioural scenarios (1 agent = 1 scenario)<br />Agent behavior: <br />1- Observing the community’s activity<br />2- Detecting a given activity pattern:- Basic pattern: (e.g. the creation of a response) - More complex pattern: (a burst of activity)<br />3-Intervention/Recommending: a message with a recommendation is sent to the given user(s)<br />
  5. 5. Process<br />1/ CommunityActivity<br />(reading, tagging, voting, exchangingknowledge)<br />Activity visible via RSS<br />2/ ExternalArtificial Agents observe the activity<br />A1<br />A2<br />A3<br />4/ Raising of awareness<br />Usersare aware of badbehavior/hidden collective activity<br />3/ When an agent detects a given activity pattern, it recommends an action by sending a message to the given user(s)<br />
  6. 6. Examples of BasicAgents (1/2) <br />Agents related to the user’s state <br /><ul><li>Agent1: Detecting if a new user is registered: </li></ul> Msgsent to the user: “Look at the presentation of the community platform”, <br /> Msg for the community to introduce the new user<br /><ul><li>Agent 2:Detecting the degree of completeness of a user’s profile</li></ul> Msg“complete yours skill in your profile”, “add a picture“<br /><ul><li>Agent3: Detecting Inattentive user (low connection rate)</li></ul> Emailing inattentive user with an activity report to attract their attention<br />Agents related to individual-individual interactions<br /><ul><li>Agent4: Detecting if a user A check the user B profile: </li></ul>Msg to the user B: “UserAviewed your profile” <br /><ul><li>Agent5:Detecting if someone responded to User A’s messages</li></ul>  Msg to the user A: “User X responded to your message”<br />
  7. 7. Examples of Advanced Agents (2/2) <br />Agents related to the individual-collective interactions <br /><ul><li>Agent 6: Detecting burst of collective activity to a owned resource: </li></ul>msg to the owner of the resource: “Your profile/message was viewed by a high number of people (12 member(s)) [..]compared to the normal audience the last x days”<br /><ul><li>Agent 7: Detecting special interest of a group compared to the collective</li></ul> “2 members UserA, UserB viewed your profile more frequently than the others”<br />Agents related to the social attention<br />Agent 8: Detecting change in the Attraction power/charisma of a user<br /> “you’re loosing/gaining some audience compared to the last month”<br />Agent 9: Detecting if the diversity of the user’attention is low: <br /> Msg to the user: “You don’t enough diversify your interest (focus on same people or same tags)?”<br />
  8. 8. Social translucence design related to resources<br />Diffusion in the community / audience of a resource - is my message well diffused in the community?<br /> - Is everybody aware about these posting?<br />Lifecycle of a resource <br />- “is the resource dead?” - “is there a burst of activity now or these last days?” <br />Social aspect - who were the last readers? <br />- who was interested by this document?<br />Approach<br /> Resource/Tag as a memory of the social activity<br /> Showing the social activity related a resource or a Tag with the resources to emphasize its social aspect using web widget<br />Web widget<br />