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Guest Lecture Irvine


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Slides from Guest Lecture for Alladi Venkatesh's course

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Guest Lecture Irvine

  1. 1. Analyzing Social Media Networks with NodeXL Derek L. Hansen
  2. 2. Center for the Advanced Study of Communities and Information Human-Computer Interaction Lab
  3. 3. New Tools & Methods to Analyze Social Experience
  4. 4. Novel Designs of TMSP Interventions
  5. 5. What is Social Media? A set of networked technologies that supports social interactions. Social media is about “transforming monologue (one-to-many) into dialog (many-to-many).”1 1
  6. 6. Types of Social Media Asynchronous Threaded Conversation Email, Google groups, Yahoo Answers, Listservs, Stack Overflow Synchronous Threaded Conversation Instant Messaging, IRC, Skype, Google Hangouts Collaborative Authoring Wikipedia, Wikia, Google Docs Blogs & Podcasts Livejournal, Blogger, Twitter, Vlogs, podcasts, photo blogs Social Sharing YouTube, Flickr, Instagram, Pinterest, Last.Fm, Delicious, Reddit, Snapchat Social Networking Facebook, LinkedIn, eHarmony, Ning, Ravelry Online Markets & Production eBay, Amazon, craigslist, Kiva, Thraedless, TopCoder, ePinions, Yelp Idea Generation IdeaConnection, IdeaScale Virtual Worlds Webkinz, World of Warcraft, Club Penguin, Second Life Mobile-based Services Foursquare, MapMyRun, Geocaching
  7. 7. Patterns are left behind
  8. 8. Online Community Analysis
  9. 9. • Central tenet – Social structure emerges from – the aggregate of relationships (ties) – among members of a population • Phenomena of interest – Emergence of cliques and clusters – from patterns of relationships – Centrality (core), periphery (isolates), – betweenness • Methods – Surveys, interviews, observations, log file analysis, computational analysis of matrices (Hampton &Wellman, 1999; Paolillo, 2001; Wellman, 2001) Source: Richards, W. (1986). The NEGOPY network analysis program. Burnaby, BC: Department of Communication, Simon Fraser University. pp.7- 16 Social Network Theory
  10. 10. SNA 101 • Node – “actor” on which relationships act; 1-mode versus 2-mode networks • Edge – Relationship connecting nodes; can be directional • Cohesive Sub-Group – Well-connected group; clique; cluster • Key Metrics – Centrality (group or individual measure) • Number of direct connections that individuals have with others in the group (usually look at incoming connections only) • Measure at the individual node or group level – Cohesion (group measure) • Ease with which a network can connect • Aggregate measure of shortest path between each node pair at network level reflects average distance – Density (group measure) • Robustness of the network • Number of connections that exist in the group out of 100% possible – Betweenness (individual measure) • # shortest paths between each node pair that a node is on • Measure at the individual node level • Node roles – Peripheral – below average centrality – Central connector – above average centrality – Broker – above average betweenness E D F A CB H G I C D E A B D E
  11. 11. Social Network Analysis A systematic method for understanding relationships between entities. Node-Specific Metrics • Betweenness Centrality • Degree Centrality • Eigenvector Centrality • Closeness Centrality Network-Specific Metrics • Components • Density
  12. 12. Personal Email Collection
  13. 13. Mapping Corporate Email Communication Between Research Groups
  14. 14. Mapping Events with Twitter EventGraphs
  15. 15. Who is Talking about Thimerosal on Twitter?
  16. 16. #occupywallstreet 15 November 2011 #teaparty 15 November 2011
  17. 17. 6 kinds of Twitter social media networks
  18. 18. [Divided] Polarized Crowds [Unified] Tight Crowd [Fragmented] Brand Clusters [Clustered] Community Clusters [In-Hub & Spoke] Broadcast Network [Out-Hub & Spoke] Support Network
  19. 19. Welser, Howard T., Eric Gleave, Danyel Fisher, and Marc Smith. 2007. Visualizing the Signatures of Social Roles in Online Discussion Groups. The Journal of Social Structure. 8(2). Experts and “Answer People” Discussion starters, Topic setters Discussion people, Topic setters
  20. 20. Inferring Relationships
  21. 21. Surgery Videos on YouTube
  22. 22. Finding Theorists in Lostpedia
  23. 23. NodeXL (
  24. 24. Social Media Research Foundation People Disciplines Institutions University Faculty Computer Science Information Technology University of Maryland Brigham Young University Students HCI, CSCW Oxford Internet Institute Industry Machine Learning Stanford University Independent Information Visualization Microsoft Research Researchers UI/UX Illinois Institute of Technology Developers Social Science/Sociology Connected Action Network Analysis Cornell Collective Action Morningside Analytics
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  26. 26. NodeXL Graph Gallery
  27. 27. An Iterative Process
  28. 28. Data Sources Code it Yourself Use Free 3rd Party Tools APIs Scrapers Software Libraries Use Corporate Tools