Presentation on master's thesis "Determining a digital profile from public social media information."

1. DETERMINING
A DIGITAL PROFILE
FROM
PUBLIC SOCIAL MEDIA
INFORMATION
Department of Informatics, School of Informatics and
2013/14 Engineering

2. Outline
 Motivation
 Review of existing tools
 Data harvesting
 Data harvesting with Selenium 2.0
 Resolving e-mail address
 Demo
 Results

3. Motivation
 Q2 201 4 surveys
conducted by Ipsos MRBI
with 1000 respondents
aged 15

4. Motivation
 CPL “Employment
Market monitor report”
indicates that 60% of
them using social
media sources for pre-screening
or for
background digital
footprinting job
applicants’ prior to
employment (CPL, Q3,
2013)
Options Regularly Sometimes Never Do not
approve
of this
Google 13% 26% 53% 8%
LinkedIn 30% 41% 24% 5%
Facebook 9% 22% 59% 10%
Google+ 3% 7% 81% 9%
Other 10% 4% 77% 9%

5. Motivation
jobseekers
lying or
exaggerati
ng
Fasle
claim to
speak
antother
language
inflating IT
skills
 Global-Lingo.com
surveys UK
jobseekers market in
Q1 2014
 63% of jobseekers
admitted to lying on
their CV !!!!!!

6. Motivation – “resume-less”
 “Having an ability to showcase and
validate a candidate’s work through a
social graph (Twitter, About.me,
Facebook, Slideshare, Google+,
forums, etc.), search engine footprint
(special URL references to projects,
linkbacks, publications, etc.), network
connections is much more powerful
than just 1 – 2 pages and 3 prepped
references. The prospective
employer now has an ability to fully
evaluate a candidate and understand
if they are a fit or not based on actual
work, not just 2 pages of crafty
wording.”
#socialCV
Mr. Vala Afshar (Chief Customer
Officer @Enterasys)

7. Motivation – GitHub
“Forget LinkedIn: Companies turn to GitHub to find tech talent” – CNET.COM
 In the red-hot market for
skilled software engineers,
companies looking to
make great hires are
discovering that relying on
traditional services that
showcase candidates'
work histories -- but not
their actual work -- is a
great way to miss out on
the best available talent.
 GitHub, a place where
hiring managers and
recruiters alike are
increasingly turning to
find not just the
potential employees
who look best on paper,
but the ones that
actively (and publicly)
demonstrate their
capabilities.

8. Review of existing tools

9. Data harvesting
 Website Application Programming Interface (also called Web
API ) – provides client with interface query over website
provider database via HTTP request messages. In result
client gets data output in XML or JSON.
 Web scraping – software based technique, which transform
the unstructured data on the web (typically HTML), into
structured data that can be stored and analysed

10. Web harvesting - caveats
Caveats Solution
 Web 2.0 - highly driven on
AJAX and dynamically
populate HTML depends on
user’s preferences and
various conditions
 Basic python libraries don’t
catch all source code, as
object may be hidden or
event driven
 Usually secure with SSL/TLS
 Selenium 2.0
 has capability like native webdriver
 imitate the functionality of Android,
Firefox, Google Chrome, Internet
Explorer, Safari, Opera and event
JavaScript HtmlUnit framework
Phantomjs
 perfect for dynamic populated
elements
 allows selecting elements via various
html attributes from tag name, id to
Xpath and even CSS selector

11. Web harvesting
Facebook Friends List example

12. Web harvesting
Facebook Friends List example

13. Resolving e-mail address
Network Method Extra Details
1 Facebook Direct
2 Twitter Gmail
3 SlideShare.net Direct Advance search, by user
4 Academia.edu Gmail
5 Github Semi-Direct Specific query over local-part of e-mail address
6 LinkedIn Gmail Caveats
1) not resolving e-mail address until, user
send invitation to e-mail address owner
2) caching previous search queries and
suggest them in next query round

14. Resolving e-mail address
Facebook
 Search Engine
 Find/Invite Friends

15. Resolving e-mail address
 Academia.edu  Twitter

16. Resolving e-mail address
 GitHub  SlideShare

17. Resolving e-mail address
LinkedIn
 SlideShare

18. Resolving e-mail address
LinkedIn
 SlideShare

19. Resolving e-mail address
LinkedIn
 SlideShare

20. Demo

21. Results
Overview of
performance
test of three
open source
search
engine vs.
implemented
prototype
(ScrapYA).
9
8
7
6
5
4
3
2
1
0
gravatar
twitter
facebook
github
stumbleupon
vimeo
Youtube
picassa
pintrest
klout
foursquare
amazon
ebay
aol livestream
soundCloud
instagram
g+
home
slideshare
about.me
linkedin
academia.edu
people smart
pipl
spokeo
scrapYA

22. Results
Refined
result of
search test
to the Social
Media
platforms
implemented
by the
prototype
(ScrapYA).
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
scrapYA
spokeo
pipl
people smart

23. Determining a digital profile from public social media
information
Karolina Stamblewska
B00075232