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7/30/2019 Zaphiris - 2010 - Describing and Modeling User Behaviour in Social Media - Keynote Presentation at SMAP 2010 - 5
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SMAP 2010
Describing and Modeling User Behaviour in Social Media
Dr. Panayiotis Zaphiris > Associate [email protected] | http://www.zaphiris.org/
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Online Communities
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Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Web 2.0 Social Media
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
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7/30/2019 Zaphiris - 2010 - Describing and Modeling User Behaviour in Social Media - Keynote Presentation at SMAP 2010 - 5
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Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Entertainment (social) Systems
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Virtual Worlds
http://www.youtube.com/watch?v=pmTXGQ2BhUA
http://www.youtube.com/watch?v=pmTXGQ2BhUA -
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Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
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7/30/2019 Zaphiris - 2010 - Describing and Modeling User Behaviour in Social Media - Keynote Presentation at SMAP 2010 - 5
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Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
In my view in 3 steps:
1. Analysing existing behaviour
2. Analysing social networks formed around socialmedia
3. Modeling/Simulating interactions
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Describing and Modeling User Behaviour inSocial Media
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Query based Techniques (interviews,questionnaires, focus groups)
Usability and Accessibility Evaluations
Content Analysis/Ethnography
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
1. Analysing existing behaviour
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Case study: Patterns of empathy in onlinecommunication for older people
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SeniorNet (http://www.seniornet.org/ )
aims to educate older people about computer and internetusage
hosts a large number of discussion groups on its website our study concentrates on the discussion board about
depression
400 messages (6 Aug 2000 14 Feb 2002) from 47members
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Data source
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Qualitative Content Analysis
Read all messages
Define the unit ofanalysis
Read
Extract/refinekeywords and
themes
Order/group thethemes
Saturation Final codescheme
Draft ofcode
scheme
Meaning
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Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Code Scheme
Case Study: Trends, Similarities and Differences
in Newsgroup Usage by Younger and OlderInternet Users
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
2. Analysing social networks formed aroundsocial media
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There is a correlation between social interaction
and quality of life for seniors (Czaja, Nair et al.,1993).
Older people who used computers thought theyhad more social interaction, memory enhancementand mental stimulation (Eilers, 1989).
Getting a better understanding about how seniorcitizens interact online through CMC could give theresearch community insights as to how this
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Older People and Technology
This study focuses on Computer MediatedCommunication (CMC), and investigates thesimilarities and differences in CMC usage betweenteenagers and seniors.
Concentrate on two newsgroups (alt.teens andsoc.senior.issues) and analyse the online socialcommunities that emerged within these groups.
Qualitative and quantitative data analysis,ethnographic techniques and SNA
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Key Objectives
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7/30/2019 Zaphiris - 2010 - Describing and Modeling User Behaviour in Social Media - Keynote Presentation at SMAP 2010 - 5
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1. What are the properties of the networks and actors
within the two newsgroups under investigation?2. Who is central and powerful within the social
structure of these two newsgroups?
3. Have any subgroups (cliques) formed within eachof the newsgroups under investigation?
4. What are the network/group positions and social
roles within each of the newsgroups?5. What are the significant patterns, relations and
structures within each of the newsgroups underinvestigation?
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Social Network Analysis Questions
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
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Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
(t=11.320, p
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Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
(t=-5.565, p
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Popular topics: alt.teens (alt.abortion, alt.bible,
politics, parents, drugs and music). soc.senior.issues (retirement, politics, military, culture,engineering housing, and health)
Abbreviations: teens newsgroup members usemore abbreviations (t=2.868, p0.168).
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Virtual Ethnography
200 messages were observed from eachnewsgroup and the message sender and receiver(s) recorded. The teens newsgroup had 70 uniqueauthors and the seniors newsgroup 90.
From this data, a 70*70 adjacency matrix wasproduced for the alt.teens newsgroup data set.
Similarly, a 90*90 adjacency matrix was producedfor the soc.seniors.issues data set.
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Social Network Analysis (SNA)
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Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
alt.teensSociogram
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
soc.senior.issues Sociogram
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Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
In Degree Centrality
alt.teens soc.senior.issues
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Out Degree Centrality
alt.teens soc.senior.issues
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Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Clique Analysis
alt.teens soc.senior.issues
Case Study: Modeling/Simulating interactions in
Massively multiplayer online role-playing games(MMORPGs)
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
3. Modeling/Simulating interactions
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games played over networked computers, where
potentially thousands of players interact with eachother in a real-time perpetual environment
expected to grow from $31.63 billion in 2006 to$48.88 billion in 2011
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
MMORPGs
Percentage of teenagers in MMORPG?
mean age?
Percentage of males players?
Average hours playing a week?
Percentage of players whose most positiveexperience over the past 7 days had been fromthe game?
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
MMORPG quiz
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identify social roles that emerge from
individuals interaction in thecommunity
examine the interaction styles for thesocial roles
identify the relationship betweendifferent social roles
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Social Roles of WoW
Most previous work in this area assumed theconventional social science analyticalperspective. They studied who the users are(gender, age, etc) and what the users do
SNA: what the users do with whom? A role is relational to the group with whom one
interacts.
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
SNA perspectives
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Dwelt in the game for weeks to familiarise
ourselves with the general practice and culturearound the game
Then we joined a relatively large guild
Using the in-game chat-log function, we managedto keep a record of guild members chat activities
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Methods
A total of 1944 guild messages were collected in30 hours of observation spanning across 2months.
We categorised the messages
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Methods
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Group Management
Coordination
Ask for Help
Give Help
Friendly Remarks
Game Chats
Real Life Chats
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
More than just killing
Tabulated the messages into socio-matrices forSNA by identifying who talked to whom
UCiNET: CONCOR block model
Blocking is based on similar patterns of interaction
the players have with each other within the sameblock and with players from other blocks. (basedon structural equivalence)
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Methods
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Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Results
Block ABlock B
Block C(R2 = 0.409)
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Interaction Types of each Block
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Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
EI-index for each block
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Interaction between blocks
A
B
C
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Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Social Network Simulation
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Validation
Answer/question network Social chat network
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Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Validation
we carried out virtual experiments with the simulation toidentify the relationship between the parameters and thesocial network characteristics.
The value of the five parameters was varied at 11 levelsindependently and 30 social networks were generated for
each level. The average of the SNA measures was calculated for each
set of the 30 social networks.
A total of 30 x 11 x 5 (parameters) = 1650 social networkswere produced for the main analysis.
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Virtual experiments
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Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Example of results
Understanding the mechanisms and the structure of socialnetworks around social media.
Answering research questions about the structure, evolution orcollapse of online social networks.
Describing and modeling/predicting user behaviour and providinguser specific adaptations to the interface. E.g. provide userinterface elements and mechanisms to encourage non active usersto participate in the social network.
Studying success or failure of user interface changes without riskydeployment
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Semantic Media Adaptation and Personalization
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Need for triangulation of methods
Study of user behaviour in Social Media needsmultidisciplinary approaches
Social simulation can provide predictive answersto research and design questions
Dr. Panayiotis Zaphiris | [email protected]
SMAP 2010
Discussion/Conclusion