Social Web for VU Dagje Studeren


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Slides for the Social Web lecture for prospective students. Includes material from Lora Aroyo and Marieke van Erp

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  • Naturally we won’t treat everything here, but just to give you a taste of what aspects are all in there. Perhaps also link to other courses in introduction.
  • exabyte (EB)1018
     1 Miljard gigabytes
  • A more in-depth use case
  • I joined facebook 19 december 2006
  • requires not only engineering good software but also understanding how it impacts people and their social relationships
  • As his animated map shows, over the last few years Facebook has cut down the number of top social networks around the world from 17 to just six. More specifically, there were 17 in June 2009, 16 in December 2009, 14 in June 2010, 11 in December 2010, nine in June 2011, and six in December 2011. Here are the remaining six: Facebook, QZone, V Kontakte, Odnoklassniki,Drauglem, and Zing.
    Between June 2011 and December 2011, Facebook managed to conquer Netherlands, and with it the whole Europe, Brazil, after a long struggle to overtake Google's Orkut, as well as Japan (although a large part of Japanese networking activities are on mobile, including Gree, Mobage, and Mixi).
    If you remember that Facebook is still banned in many countries, such as China (the world's largest Internet population with 500 million people), the service's dominance is certainly impressive. If this trend continues, it won't be long before the social network is king in all the countries it can be accessed in.
  • "privacy paradox" lack of awareness of the public nature of Internet (safety of younger users)reconstruct users' social security numbers with profile info, e.g. hometown and date of birthfrom freely accessible profile data - craft a "phishing" scheme appearing from a friendusers' ability to control impressions and manage social contexts, e.g. "News Feed" could disrupt users’ sense of controlno flexibility to handle conflicts with friends with different conceptions of privacy
  • Pew found that 55% of online teens have profiles, 66% of whom report that their profile is not visible to all Internet users (Lenhart & Madden, 2007). Of the teens with completely open profiles, 46% reported including at least some false information.
  • Brand example
  • Social Web for VU Dagje Studeren

    1. 1. The Social Web Dagje Studeren IMM 25-2-2014 Victor de Boer (met slides van Lora Aroyo en Marieke van Erp)
    2. 2. Our goal is to … understand the practices, implications, culture, & meaning of the sites, as well as users' engagement with them include this understanding as part of software engineering for the new social world
    3. 3. In Social Web course to goal is to understand & try out how the Social Web works • • • • • • What IS the Social Web? What do people DO on the Social Web? How is DATA on the Social Web ACCESSED? How is DATA on the Social Web STUDIED? What are typical Social Web APPLICATIONS? What are CHALLENGES on the Social Web?
    4. 4. What is the Social Web?
    5. 5. Social Web = Social + Web Images: om/4132/4831892926_99a2cc1db6_t.jpg,
    6. 6. Social Web = Web 2.0 ?
    7. 7. Social Web History Social Web: A History
    8. 8. Social Web = Social Networking + Social Media sites (1995) (1997) Friendster (2002) MySpace, Bebo, Facebook (2004) Social networking sites are Web sites that Social networking sites are Web sites that allow people to stay connected with other allow people to stay connected with other people in online communities people in online communities (open vs. closed) Flickr (2004) Youtube (2005) Social media sites are Web sites that allow people to share UCCs. (open vs. closed) General-purpose, e.g. Facebook, Media types, e.g. Flickr (photos), Last.FM LinkedIn (Music), YouTube (video) Vertical, e.g. Dogster, Couchsurfing Won Kim, Ok-Ran Jeong, Sang-Won Lee (2010). On social Web sites. Information Systems 35, 215–236
    9. 9. Another view
    10. 10. User Created Content aka User Generated Content material on websites that is produced by the users of the website. little or no cost for uploading user-generated content Exabytes of content Re-mix culture Collaborative creation
    11. 11. 2010
    12. 12. The Big Ones
    13. 13. 2004: Facebook distinct college networks only (Harvard-only SNS)
    14. 14. 2005: Facebook including other universities, high school students, professionals inside corporate networks, and, eventually - everyone ability for outside developers to build "Applications"
    15. 15. 2007: Facebook API
    16. 16. 2010: Facebook Open Graph
    17. 17. 2012: Facebook goes public
    18. 18. Global vs. Local
    19. 19. Global vs. Local
    20. 20. Diversity in Cultures • • • • • • • MySpace: US & abroad Friendster: Pacific Islands Orkut: Brazil, India Mixi: Japan LunarStorm: Sweden Hyves: NL Grono: Poland • • • • • • • Hi5: South America, Europe Bebo: UK, New Zealand, Australia QQ: China Cyworld: Korea Skyrock: France Windows Live Spaces: Mexico, Italy, and Spain
    21. 21. It’s not all fun and games...
    22. 22. A Single Person Source: See also:
    23. 23. Privacy: Awareness not Paranoia "privacy paradox" = lack of awareness of the public nature of Internet
    24. 24. “Bob Arnold” “Dogs urinating on everything” “Landscapers in Liliburn, GA” “Homes sold in shadow lake subdivision gwinnet county”
    25. 25. Privacy concerns • • Legal still in its infancy, but courts do rule on new behavior • e.g., do police officers have the right to access content posted to Facebook without a warrant? • Truthfulness of personal profiles has become a subject of debate • Privacy hard to understand (few read Terms) and misinterpret ‘Friends’ fourth amendment to the U.S. Constitution & legal decisions concerning privacy are not equipped to address social network sites
    26. 26. Security security from people (sex offenders) security of computers and data With enormous numbers of users and enormous amounts of data, sites are natural targets of spammers, and phishing and malware attacks (‘new friend malware’, ‘twitter spam’ etc.)
    27. 27. Social Web Analysis
    28. 28. Populations
    29. 29. Sentiment / Brand analysis Great Meh Good Yuck Love Stale Like Hate Fun Blegh Nice Sucks Tasty Too late
    30. 30. Movie success prediction $ 26 M $ 100 M $ 30 M ? Bernardo Huberman, HP Labs
    31. 31. Trend Analysis Bernardo Huberman:
    32. 32. Attention on the Social Web Log-normal distribution Exponential decay (story half-life = 69 min)
    33. 33. Recommendation networks
    34. 34. Languages of Twitter
    35. 35. Reflections • • • Twitter profile vs. Facebook profile? • • Pros & cons of (a)symmetry of friendship? • How often do you experience problems of duplication of content shared across different sites? • FB vs Google+ actions for retaining users? Find friends on different networks? How does LinkedIn facilitate the forming & joining of groups? FB? Google+? Others? Twitter vs. Facebook vs. Flickr vs.Vine differences in terms facilitating communication?
    36. 36. Where do YOU come in • understand the practices, implications, culture & meaning of the sites, as well as users' engagement with them • learn how to use this knowledge in designing successful social web applications
    37. 37. Hands-on Teaser • • • Visualise your Facebook Network Tag Cloud of your wall posts Analyse what’s trending on Twitter and how people talk about certain topics image source: