Social Web lecture for Matching dag IMM 2016

The Social WebThe Social Web

Matching IMM 2016Matching IMM 2016Victor de BoerVictor de Boer

(met slides van Lora Aroyo, Davide Ceolin en Marieke van (met slides van Lora Aroyo, Davide Ceolin en Marieke van Erp)Erp)

https://www.youtube.com/watch?v=s3rWAd8KQxE

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

worldagapegeek.com

http://agapegeek.com/2009/10/25/why-is-the-bible-so-hard-to-understand/

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?

What is the Social Web?

Social Web = Social + Web

Images: http://www.flickr.com/photos/johnkay/3182986643/sizes/m/in/photostream/http://farm5.staticflickr.com/4132/4831892926_99a2cc1db6_t.jpg, http://www.flickr.com/photos/dizfunk/3066153143/sizes/m/in/photostream/

http://www.flickr.com/photos/johnkay/3182986643/sizes/m/in/photostream/

http://farm5.staticflickr.com/4132/4831892926_99a2cc1db6_t.jpg

http://www.flickr.com/photos/dizfunk/3066153143/sizes/m/in/photostream/

How did it all start?

Social Web 2016, Davide Ceolin

How old is the Internet?How old is the Web?How old is the Social Web?

1969 - WWW

http://www.creativeramblings.com/wp-content/uploads/2012/04/style1-1000px-rec7-MILLION.jpg


1994 – Last.fm



2003 - Twitter



2007 – Google+



Social Web = Web 2.0 ?

Highlights

http://www.booksaresocial.com/social-media-timeline/#lightbox/0/Social Web 2016, Davide Ceolin

Classmates.com (1995)SixDegrees.com (1997)Friendster (2002) MySpace, Bebo, Facebook (2004)

Social networking sites are Web sites that allow people to stay connected with other people in

online communities

Social media sites are Web sites that allow people to share

UCCs.

Flickr (2004)Youtube (2005)

Social Web = Social Networking + Social Media sites

General-purpose, e.g. Facebook, LinkedInVertical, e.g. Dogster, Couchsurfing

Media types, e.g. Flickr (photos), Last.FM (Music), YouTube (video)

(open vs. closed) (open vs. closed)

Won Kim, Ok-Ran Jeong, Sang-Won Lee (2010). On social Web sites. Information Systems 35, 215–236

Another view

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

User Created Content

http://wearesocial.sg/blog/2016/01/digital-2016/

The Rise of Users & Content


http://wearesocial.sg/blog/2016/01/digital-2016/http://proto-knowledge.blogspot.nl/2011_03_01_archive.html

The Rise of Users & Content


The Big Ones

https://leveragenewagemedia.com/blog/category/social-media/

Some big ones

• 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

Diversity in Cultures

Global vs. Local

Countries that block social media sites

Diversity in Activities• aSmallWorld & BeautifulPeople: restricted access - appear

selective & elite• Couchsurfing: activity-centered• BlackPlanet: identity-driven• MyChurch: affiliation-focused• Usenet & public discussion forums: structured by topics

• SNS are structured as personal networks• "egocentric”: individual at the center of their own

community• mirror unmediated social structures


New Form of Collaboration

• The Social Web enables innovative types of collaboration

• E.g., Github for collaborative coding

• Overleaf, Authorea and Sharelatex for collaborative writing


It’s not all fun and games...

Source: http://infosthetics.com/archives/2011/12/all_the_information_facebook_knows_about_you.html

See also: http://www.youtube.com/watch?feature=player_embedded&v=kJvAUqs3Ofg

A Single Person

http://infosthetics.com/archives/2011/12/all_the_information_facebook_knows_about_you.html

http://infosthetics.com/archives/2011/12/all_the_information_facebook_knows_about_you.html

http://www.youtube.com/watch?v=kJvAUqs3Ofg

“Dogs urinating on everything”

“Landscapers in Liliburn, GA”

“Bob Arnold”

“Homes sold in shadow lake subdivision gwinnet county”

Privacy: Awareness not Paranoia

"privacy paradox" = lackof awareness of the public nature of Internet

Social Web Analysis

Social Network Analysis (SNA)

Investigates social structures through the use of network and graph theories.

•Hubs•Centrality•Connectedness (in degree/ out degree)

SNA example: my facebook graph

SNA example: terrorism

Watch people wake up on Twitter

http://cartodb.s3.amazonaws.com

/static_vizz/sunrise.html?

title=true&description=true&search=false&shareable=true&cartodb_logo=true&layer_selector=false&legends=false&scrollwheel=true&sublayer_options=1%

7C1&sql=&zoom=2&center_lat=22.917922936146045&center_lon=51.328125#

How we use the social web

FloatingSheep.org

Languages of the world according to Twitter

https://www.flickr.com/photos/walkingsf/6277163176/

http://www.brandrants.com/brandrants/obama/

Populations

http://www.brandrants.com/brandrants/obama/

http://flowingdata.com/2011/07/25/brand-sentiment-showdown/

Great MehGood YuckLove StaleLike HateFun BleghNice SucksTasty Too late

Sentiment / Brand analysis

Bernardo Huberman, HP Labs

$ 100 M $ 30 M

?$ 26 M

Movie success prediction

Bernardo Huberman:http://www.slideserve.com/presentation/15373/Bernardo-Huberman-HP-Labs

Trend Analysis

Recommendation networks

Health care

Take home

Social media are here to stay, but it is a changing landscapeThe line between consumers and producers is fading -> prosumers

We can analyse social media use using computational methods

… to better understand how the social web works

… to better understand how people work

… to solve problems

… to improve the social web

Hands on

•Work with online Social Web analysis tools and visualisations

•Get an idea on how to use such tools to answer research questions

•http://tinyurl.com/socialwebimm2016

Social Web lecture for Matching dag IMM 2016

Education

Transcript of Social Web lecture for Matching dag IMM 2016