The document discusses the concept of a Social Semantic Web (SSW). It describes how social networks like Facebook have begun to incorporate semantic data through initiatives like Open Graph that allow objects and actions to be defined and shared. This lays the foundation to map social graph data to semantic vocabularies and ontologies, thereby linking decentralized social data on the web. The integration of social interactions with semantic representations enables new, semantically-aware applications and services to leverage collective human contributions on the social web.

1. Social Semantic Web
(Social Activity and Facebook)
Dr. Myungjin Lee

2. Web of Documents
HTML is
a language for describing web pages. HTML
link
HTML link
link HTML
Nice
webpages!
HTML link
link
HTML link
HTML
2

3. Semantic Web
The Semantic Web is a collaborative movement
led by the World Wide Web Consortium (W3C)
that promotes common formats for data on the
World Wide Web. By encouraging the inclusion
of semantic content in web pages, the Semantic
Web aims at converting the current web of
unstructured documents into a "web of data".
http://en.wikipedia.org/wiki/Semantic_web
3

4. few years ago recently
machine understandable machine processible
4

5. Linked Data
a term used to describe a recommended best practice for
exposing, sharing, and connecting pieces of data, information, and
knowledge on the Semantic Web using URIs and RDF
machine explorable
http://linkeddata.org/
5

6. 2007-05-01 2007-11-10 2008-09-18 2009-07-14
2011-09-19 2010-09-22
http://richard.cyganiak.de/2007/10/lod/
6

7. Principle of Linked Data
1. Use URIs as names for things
2. Use HTTP URIs so that people can
look up those names.
3. When someone looks up a
URI, provide useful
information, using the standards
(RDF*, SPARQL)
4. Include links to other URIs. so that
they can discover more things.
http://www.w3.org/DesignIssues/LinkedData.html
7

8. Social Network
A social network is a social structure
made up of individuals (or
organizations) called "nodes", which
are tied (connected) by one or more
specific types of interdependency, such
as friendship, kinship, common interest,
financial exchange, dislike, sexual
relationships, or relationships of
beliefs, knowledge or prestige.
http://en.wikipedia.org/wiki/Social_network
8

9. The web is more a social creation
than a technical one. I designed it
for a social effect — to help people
work together — and not as a
technical toy.
9

10. Social Web
The social Web is a set of social relations
that link people through the World Wide Web.
The Social web encompasses how websites
and software are designed and developed in
order to support and foster social
interaction.
http://en.wikipedia.org/wiki/Social_web
10

11. http://www.hitwise.com/us/datacenter/main/dashboard-10133.html
11

12. http://www.alexa.com/siteinfo/google.com
12

13. Information Flow
Traditional Web Social Network Services
(like Google) (Facebook, Twitter, etc.)
13

14. Distributed and Separated Data in the Social Web
http://www.slideshare.net/Cloud/the-social-semantic-web 14

15. If …
We can make
better services.
http://www.slideshare.net/Cloud/the-social-semantic-web 15

16. Social Semantic Web
The concept of the Social Semantic Web subsumes developments in which
social interactions on the Web lead to the creation of explicit and
semantically rich knowledge representations. The Social Semantic Web
can be seen as a Web of collective knowledge systems, which are able to
provide useful information based on human contributions and which get
better as more people participate.
http://en.wikipedia.org/wiki/Social_Semantic_Web
16

17.  Social
Social Web
 Semantic Web

Wikis, blogs, social networks
SIOC, DBpedia, Twine
World Wide Web Semantic Web
 URIs, HTML, HTTP RDFS, OWL, SPARQL
Syntax Semantic
http://www.slideshare.net/Cloud/the-social-semantic-web
17

18. What are benefits?
• to describe people, object, and connection between
them based on RDF
• semantic interoperability
• machine processible data for social applications
• rich data sources for semantic applications
• to provide better social services
18

19. FOAF
The Friend of a Friend (FOAF)
project is creating a Web of
machine-readable pages
describing people, the links foaf:Person
between them and the things they
create and do; it is a contribution
to the linked information system
known as the Web. FOAF defines foaf:Person foaf:Person
foaf:knows
an open, decentralized
technology for connecting social
Web sites, and the people they
describe.
foaf:Person foaf:Person
http://www.foaf-project.org/
19

20. More Relationships
RELATIONSHIP: A vocabulary for describing relationships between people
http://purl.org/vocab/relationship
worksWith
enemyOf spouseOf
livesWith
closeFriendOf
20

21. rel:siblingOf
foaf:Person foaf:Person foaf:Person
rel:childOf rel:mentorOf
foaf:Person foaf:Person
rel:worksWith rel:spouseOf rel:friendOf
foaf:Person foaf:Person foaf:Person
rel:influencedBy rel:employerOf rel:livesWith
foaf:Person foaf:Person
21

22. Social Objects
Social network theory is good at representing links between people but
it doesn’t explain what connects those particular people and not
others.
People don’t just connect to each other. They connect through a shared
object. … Good services allow people to create social objects that add
value.
- Jyri Engeström -
http://www.slideshare.net/jyri/building-sites-around-social-objects-web-20-expo-sf-2009
22

23. Social Objects that we create
• Discussions
• Bookmarks
• Annotations
• Profiles
• Microblogs
• Multimedia
http://www.slideshare.net/Cloud/the-social-semantic-web
23

24. SIOC
Semantically-Interlinked Online Communities(SIOC) Project provides
methods for interconnecting discussion methods such as blogs, forums
and mailing lists to each other. It consists of the SIOC ontology, an open-
standard machine readable format for expressing the information
contained both explicitly and implicitly.
http://en.wikipedia.org/wiki/SIOC
24

25. SKOS
Simple Knowledge Organization System (SKOS)
is a family of formal languages designed for
representation of thesauri, classification
schemes, taxonomies, subject-heading
systems, or any other type of
structured controlled vocabulary.
http://en.wikipedia.org/wiki/SKOS
25

26. http://www.slideshare.net/Cloud/the-social-semantic-web
26

27. Lifestreaming
A Lifestream is a time-ordered stream
of online / Internet activity events
that functions as a diary of your
electronic life. The goal of
Lifestreams is to minimize the time
users spend managing their
documents and electronic events
while increasing their ability to find
and make use of this information.
http://cs-www.cs.yale.edu/homes/freeman/lifestreams.html 27

28. create
share
Myungjin Lee
28

29. aggregating
streams
create
share
Myungjin Lee
29

30. 30

31. Activity Streams
The Activity Streams project is an effort to
develop an activity stream protocol to
syndicate activities across social Web
applications. Several major websites with
activity stream implementations have already
opened up their activity streams to developers
to use, including Facebook and MySpace.
http://en.wikipedia.org/wiki/Activity_stream
31

32. 32

33. Actor verb object target
Myungjin Lee tweeted KSWC 2011
33

34. based on two syntaxes, and
Atom JSON
http://activitystrea.ms/
34

35. As you know, Atom and JSON
are not based on RDF Model.
Atom JSON
But you can translate it to
RDF.
It is not good idea.
35

36. 36

37. I am not
the fanatic
of Facebook.
But I agree that
Facebook is
the best SNS.
No one can deny it.
37

38. Who are my friends?
38

39. Social Graph
The social graph describes the relationships between individuals online.
It has been described as "the global mapping of everybody and how
they're related".
The term was popularized at the Facebook f8 conference on May
24, 2007, when it was used to explain that the Facebook Platform, which
was introduced at the same time, would benefit from the social graph by
taking advantage of the relationships between individuals, that Facebook
provides, to offer a richer online experience.
http://en.wikipedia.org/wiki/Social_graph
39

40. First Social Graph of Facebook in 2006
is a friend of
is a friend of
is a friend of
is a friend of
Myungjin Lee
40

41. Who are my friends
those who like the Breaking Dawn?
41

42. At third Facebook F8 conference on 2010
42

43. Open Graph of Facebook in 2010
is a friend of
is a friend of
is a friend of
is a friend of
Myungjin Lee
like
like
Social Object
43

44. Social Object in the Open Graph
Web Page
click “like” button
Myungjin Lee
44

45. Social Object in the Open Graph
Social Object
like
Myungjin Lee
45

46. Open Graph Protocol
The Open Graph protocol enables
developers to integrate their pages into
the social graph. These pages gain the
functionality of other graph objects
including profile links and stream
updates for connected users. It is based
on RDFa.
http://developers.facebook.com/docs/opengraph/
46

47. Example of Open Graph Protocol
based on RDFa
<html xmlns:og="http://opengraphprotocol.org/schema/"
xmlns:fb="http://www.facebook.com/2008/fbml">
<head>
<meta property="og:url" content="http://www.imdb.com/title/tt1285016/" />
<meta property='og:image' content='http://ia.media-imdb.com/…140_.jpg'>
<meta property='og:type' content='movie' />
<meta property='fb:app_id' content='115109575169727' />
<meta property='og:title' content='The Social Network (2010)' />
<meta property='og:site_name' content='IMDb' />
...
47

48. Open Graph Protocol includes …
• URL
• Type
• Title
• Image
• Short Description
• Site Name
• Location
• Contact Information
48

49. The Type of Object
Activities Groups Products and Entertainment Places
• activity • cause • album • movie • city
• sport • sports_league • book • product • country
• sports_team • drink • song • landmark
Businesses • food • tv_show • state_province
• bar Organizations • game
• company • band Websites
• café • government People • article
• hotel • non_profit • actor • musician • blog
• restaurant • school • athlete • politician • website
• university • author • director
• public_figure
49

50. <html xmlns:og="http://opengraphprotocol.org/schema/"
xmlns:fb="http://www.facebook.com/2008/fbml">
<head>
<meta property="og:url" content="http://www.imdb.com/title/tt1285016/" />
<meta property='og:image' content='http://ia.media-imdb.com/…140_.jpg'>
<meta property='og:type' content='movie' />
<meta property='fb:app_id' content='115109575169727' />
<meta property='og:title' content='The Social Network (2010)' />
<meta property='og:site_name' content='IMDb' />
...
50

51. Who are my friends
those who watch the Breaking Dawn?
cook …
run …
play …
51

52. At fourth Facebook F8 conference on 2011
52

53. Open Graph of Facebook in 2011
watch is a friend of
is a friend of
is a friend of
is a friend of
watch
Myungjin Lee
like
like
cook
53

54. In 2010, we extended the social graph, via the Open Graph protocol, to
include 3rd party web sites and pages that people liked throughout the
web. We are now extending the Open Graph to include arbitrary actions
and objects created by 3rd party apps and enabling these apps to
integrate deeply into the Facebook experience.
https://developers.facebook.com/docs/beta/
54

55. How to build Open Graph app
• Step 1: Create a Facebook app
• Step 2: Authenticate users with the Add to Timeline plugin
• Step 3: Define initial action, object, and aggregation in the
Dev App
• Step 4: Publish Actions for your users
• Step 5: Add Social Plugins to your app: Facepile plugin,
Activity plugin, and Recommendations plugin
• Step 6: Submit Your Actions for approval
https://developers.facebook.com/docs/beta/opengraph/tutorial/
55

56. Define Actions and Objects
People can Action a Object.
56

57. 57

58. Create a Social Object
<meta property='og:type' content='me:recipe' />
58

59. Publish a Social Action
https://graph.facebook.com/me/YOUR_NAMESPACE:cook
?recipe=OBJECT_URL&access_token=ACCESS_TOKEN
59

60. When you click "Cook" Button, …
Myungjin Lee
Social Object
cook
http://example.com/cookie.html
60

61. Social Object on your Social Channel
61

62. Open Graph Mechanics
62

63. Meaning of Open Graph on the SSW
Facebook was launching the “Semantic Web” without calling it that. …
Perhaps only Facebook, based on genuine identity, could build a real
Semantic Web that centers around people and what they do.
http://www.forbes.com/sites/techonomy/2011/09/22/facebooks-changesits-all-about-the-platform/
63

64. Mapping Vocabularies of OGP
og:title rdfs:seeAlso rdfs:label.
og:type rdfs:seeAlso rdf:type.
og:url rdfs:seeAlso foaf:page.
og:image rdfs:seeAlso foaf:depiction.
og:description rdfs:seeAlso rdfs:comment.
og:latitude rdfs:seeAlso geo:lat.
og:longitude rdfs:seeAlso geo:long.
og:email rdfs:seeAlso foaf:mbox.
og:phone_number rdfs:seeAlso foaf:phone.
64

65. Mapping Social Objects and Actions
Action Object
65

66. <owl:Class rdf:about="http://samples.ogp.me/Recipe">
<rdfs:label xml:lang="en-US">Recipe</rdfs:label>
<rdfs:seeAlso rdf:resource="http://dbpedia.org/ontology/Recipe"/>
</owl:Class>
<owl:ObjectProperty rdf:about="http://samples.ogp.me/cook">
<rdfs:label xml:lang="en-US">Cook</rdfs:label>
</owl:ObjectProperty>
66

67. Mapping of Social Objects
<rdf:Property rdf:about="og:type">
<rdfs:label xml:lang="en-US">type</rdfs:label>
<rdfs:seeAlso rdf:resource="http://www.w3.org/1999/02/22-rdf-syntax-ns#type"/>
<rdfs:isDefinedBy rdf:resource="http://ogp.me/ns#"/>
</rdf:Property>
Social Object
67

68. Social Object
<meta property='og:type' content='me:recipe' />
http://example.com/cookie.html
<http://example.com/cookie.html rdf:type me:recipe>
68

69. Social Object
cook
Myungjin Lee
http://example.com/cookie.html
http://www.facebook.com/mjinlee
http://samples.ogp.me/Recipe
me:cook
rdf:type
og:title Stuffed Cookies
http://example.com/cookie.html og:image
http://example.com/zhen/cookie.jpg
og:url
og:description
The Turducken of Cookies
http://example.com/zhen/cookie.html
69

70. Social Semantic Web is …
to make and provide
better services for users
based on
70

71. 71

72. Question

73. About Me
xml@yonsei.ac.kr
http://www.semantics.kr/
http://www.twitter.com/MyungjinLee
http://www.facebook.com/mjinlee
http://www.slideshare.net/onlyjiny