Research at the Social Media Lab

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Information & Social Networks Symposium 2010
Dalhouise University
SocialMediaLab.ca

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Research at the Social Media Lab

  1. 1. Information & Social Networks (ISN) Symposium 8:00 – 8:30 Research at the Social Media Lab by Dr. Anatoliy Gruzd 8:30 – 10:00 Session I: Computational Aspects and Modeling 10:15 – 11:15 Session II: Organizational Studies 11:30 – 12:30 Keynote Speaker - Dr. Barry Wellman October 4, 2010 Anatoliy.Gruzd@dal.ca Online Social Networks
  2. 2. Outline • Why Do We Want To Discover Social Networks? • How Do We Collect Information About Social Networks? Anatoliy.Gruzd@dal.ca 4
  3. 3. Social Networks • Nodes = People Nick • Ties = “Who talks to whom” Rick • Tie strength = The number of messages exchanged between individuals Dick Anatoliy.Gruzd@dal.ca 6
  4. 4. Why Do We Want To Discover Social Networks? • Users – More useful recommendation systems • Amazon, Netflix • Social information filtering in location-based systems (Espinoza et al, 2001) – Improve users’ experience with information systems • Keeping in touch with friends and colleagues (e.g., LinkedIn, Facebook) • New browsing capabilities for news stories (Pouliquen et al, 2007; Tanev, 2007) – A more secured/easy way to share private content with trusted individuals • “Web of Trust” (Golbeck, 2008; Matsuo et.al., 2004) Anatoliy.Gruzd@dal.ca 7
  5. 5. Why Do We Want To Discover Social Networks? • Companies – Recruiting talents • Different ties for different needs (Leung, 2003) – Finding experts • Expertise oriented searching using social networks (Ehrlich et al, 2007; Li et al, 2007) – Marketing • Viral marketing (Domingos, 2005) • Building brand loyalty using customer networks (Thompson & Sinha, 2008) Anatoliy.Gruzd@dal.ca 8
  6. 6. Why Do We Want To Discover Social Networks? • Researchers – Ability to ask and answer deeper questions about the nature and operation of online communities • How and why one online community emerges and another dies? • How knowledge and information is shared among group members? • How people agree on common practices and rules in an online community? Anatoliy.Gruzd@dal.ca Online Social Networks 9
  7. 7. Outline • Why Do We Want To Discover Social Networks? • How Do We Collect Information About Social Networks? Anatoliy.Gruzd@dal.ca 10
  8. 8. How Do We Collect Information About Social Networks? • Common approach: surveys or interviews • A sample question about students’ perceived social structures With [5] indicating a closer relationship, please indicate on a scale from [1] to [5], YOUR FRIENDSHIP RELATIONSHIP WITH EACH STUDENT IN THE CLASS [1] - don’t know this person [2] - just another member of class [3] - a slight friendship [4] - a friend [5] - a close friend Alice D. [1] [2] [3] [4] [5] … Richard S. [1] [2] [3] [4] [5] Anatoliy.Gruzd@dal.ca 11
  9. 9. LimeSurvey (open source) – www.limesurvey.org (It has conditional questions, templates; management)
  10. 10. How Do We Collect Information About Social Networks? • Common approach: surveys or interviews – Disadvantages • time-consuming • resource-intensive • sensitive questions – Subjectivity (Dillman, 2000) • give partial answers • forget people and interactions • perceive events and relationships differently • Research Goal – Use computers to discover online social networks automatically Anatoliy.Gruzd@dal.ca 17
  11. 11. How Do We Collect Information About Social Networks? Different Types of Online Social Networks • Email networks • Forum networks • Blog networks • Co-author/Co-citation networks • Friends’ networks on MySpace, Facebook, etc • Networks of like-minded people on Anatoliy.Gruzd@dal.ca 19 http://www.visualcomplexity.com/vc
  12. 12. Twitter Networks
  13. 13. Is Happiness Contagious Online? The spread of happiness within online social networks: A case of Twitter Anatoliy.Gruzd Sophie.Doiron Philip.Mai Twitter network of ~2,000 users Visualized using CMU ORA 25 interested in the Winter Olympics
  14. 14. Co-authorship/co-citation networks by Dawn Endico
  15. 15. Co-authorship Network for Barry Wellman http://academic.research.microsoft.com
  16. 16. Co-authorship Network of NJIT Faculty 2005 2008 Nancy Steffen-Fluhr Anatoliy Gruzd Babajide Osatuyi Regina Collins 2000-2008 by Gender
  17. 17. Discovering Networks in the Blogosphere
  18. 18. Network of Blogs on Diabetes Anatoliy Gruzd, Fiona Black, Kathleen Amos
  19. 19. Anatoliy.Gruzd@dal.ca Online Social Networks

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