Social Networking: Who Do You Know Who

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Social Networking Who Do You Know Who?

• Presenter I-Hsien Ting (???)
• 15/November/2007

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Outline

• 1. Introduction
• The definition of Social Networking
• 2. Social Network Analysis
• 3. Social Networking Systems
• Off-line Social Networking Systems
• On-line Social Networking Websites
• 4. Social Network Extraction Construction
• 5. Social Networking Applications
• 6. Dynamic and Task-Oriented Social Networking
• 7. Conclusion

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Introduction (1)

• What is Social Network?
• A social network is a social structure to
  describe social relations (wikipedia)
• The history of Social Network is older than
  everybody who is here
• More than 100 years (Cooley 1909, Durkheim 1893)
• Focusing on small groups
• Information Techniques give it a new life
• From Sociology to Computer Science

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Introduction (2)

• From Virtual Community to Social Network
• From Close (Virtual Community) to Open (Social
  Network)
• Virtual Community
• Virtual Community is topic-oriented
• Community of Practices (Cop) (Hildreth, P. and C.
  Kimble 2004)
• Sharing Learning from Virtual Community
• Social Network
• You can search, add, remove any member from your
  social network
• Cross-community
• Sharing is the main object
• Blog, Online Album, YouTube, online social
  networking (Myspace, Facebook...etc.)

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Introduction (3)

• Topics about Social Networking
• Social Networking Analyzing and Constructing
  Social Network (Churchill Halverson 2005)
• Social Network Analysis
• Online Social Networking
• Social Network Extraction and Construction
• Applications of Social Networking
• Dynamic Social Networking

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Social Network Analysis (1)

• Social Network Analysis
• A simple social network diagram (Scott 1991)
• Roles
• Relationships
• One way
• Two way
• Positive Negative
• Self-defined relationships
• Visualization
• Why visualization?
• Providing as much information as possible in a
  social network
• Human can easily and roughly analyze a social
  network

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Social Network Analysis (2)

• Relational Data

Incidence Matrix
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Social Network Analysis (3)

• Measurement
• Centrality Degree
• Betweenness
• Closeness
• Clustering Coefficient
• Density
• Path Length
• Reachability
• Structural Hole

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Social Network Analysis (4)

• Density Measurement-An example

(Scott 1991)
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Social Network Analysis (5)

• Sociologists only focus on small social networks
• 50100 nodes in a social network
• The advent of Internet communications has greatly
  increased SNAs popularity
• Computer Information Technologies become
  essential tools for SNA (Churchill Halverson
  2005)

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Can You Analyze and Construct this Social Network
Diagram by hand??
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Social Networking Systems Off-line social
networking software(1)

• Most off-line social networking softwares are
  focusing on
• Visualization
• Social Network Analysis
• UCINET
• The best known off-line social networking
  software (Borgatti et al. 2002)
• Visualization
• Social Network Analysis
• Centrality
• Structural Holes

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Social Networking Systems Off-line social
networking software(2)

• UCINET

Data Input Editor
Centrality Analysis
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Social Networking Systems Off-line social
networking software(3)

• UCINET

Tree Diagram for the Single Hierarchical
Clustering
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Social Networking Systems Off-line social
networking software(4)

• NetMiner II
• Strong Visualization Function (Cyram 2003)

A Visualized Social Network
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Social Networking Systems Off-line social
networking software(5)

• NetMiner II

Closeness Index and Centrality Map
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Social Networking Systems Off-line social
networking software(6)

• NetMiner II

Cluster Map
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Social Networking Systems Off-line social
networking software(6)

• Netdraw
• A simple social network visualization tool
• Demo

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Social Networking Systems Off-line social
networking software(2)

• A summary table of off-line social networking
  software (Huisman and Duiju 2003)

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Social Networking Systems On-line social
networking websites(1)

• On-line social networking website is an evolution
  from on-line community
• Sharing is the main object
• Two main categories of on-line social networking
  website
• Portal-based
• Integrating multi-functions
• Function-based
• For a specific function
• Albums sharing (Flickr)
• Videos sharing (YouTube)
• Bookmarks sharing (delicious)
• Map Sharing (Googlemap, Platial)

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Social Networking Systems On-line Social
Networking Website (2)

• Classmates.com
• The first on-line social networking website
• Created in 1995
• MySpace
• The worlds busiest website (more accesses than
  Google)
• Facebook
• Originally designed to mirror a college community
• Orkut
• The social networking website owned by Google
• Wallop
• The next generation online-social networking
  website ,owned by Microsoft

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Social Networking Systems On-line Social
Networking Websites (3)

• A Comparison of On-line Social Networking Websites

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Social Networking Systems On-line Social
Networking Websites (4)

• Social Network Computer Network
• Next Target Mobile Phone
• Facebook is collaborating with Cingular Wireless,
  Sprint Nextel Verizon Wireless
• Kill Applications are Needed
• E-commerce?Wallop
• Job Finder?Linkedin
• On-line Social Networking Websites
• Using people to find content

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Social Network Extraction Construction (1)

• Extracting Constructing Social Networks from
  Contents
• Using content to find people
• Contents
• Web
• E-mail
• Event-logs
• On-line Chat
• Papers
• Mobile Phone Communication
• and much more

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Social Network Extraction Construction (2)

• Extracting Social Networks from Web
• Extracting from web contents (Personal Homepage)
• Semantic Analysis (Ontology) NLP (Natural
  Language Processing) (Jin et al. 2007)
• Contacting information is the focus (Culotta et
  al. 2005)
• E-mail address
• Phone Number
• Names
• Network Analysis
• Appearance
• Connectivity
• URLs Similarity
• GalaxyMap

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Social Network Extraction Construction (3)

• Extracting Social Networks from E-mail
• A most used on-line communication application
• E-mail is a semi-structured document (Bird et al
  2006)
• Header for sender identification
• Form Bill Stoddard ltreddrum_at_attglobal.netgt
• Subject
• Receiver
• Date Time
• E-mail body is an unstructured format
• Ontology NLP is necessary

(Lee, L. L. 2007)
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Social Network Extraction Construction (4)

• Extracting Social Networks from Chat
• Internet Relay Chat (Chat Room) (Muttons 2006)
• Instant Messenger
• MSN Messenger, ICQ, Yahoo! Messenger,
• MSN messenger provides a XML based and structured
  communication logs
• Date Time
• Sender
• Receiver
• Messages
• Network Analysis
• Communication Frequency Closeness
• Contact Sharing (Who may also your friends)
• Automatic Grouping and Blocking

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Social Networking Applications (1)

• Marketing E-commerce
• Target Marketing
• Collaborative Recommendation
• Terrorist Crime Detection
• Ipswichs Jack the Ripper, England 2006
• Medical Network
• Finding Blood
• Organ
• Knowledge Management
• Sharing (Finding Knowledge)
• Innovation

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Social Networking Applications (2)

• Learning
• Organizational Social Network Analysis
• Optimice
• Politic Election
• Academic Social Networking
• Family Tree
• Game AI
• On-line Game
• Game with Social Network (Game 2.0)
• Second Life
• And Much More

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Dynamic and Task-Oriented Social Networking (1)

• Tow Main Challenges and Future Research
  Directions Dynamic and Task-Oriented
• Dynamic Social Networking
• Social Network is a dynamic structural
• Updating and Adding entities
• Different Views (Pathak et al. 2005)
• Condor- A dynamic social network analysis tool
  (http//www.ickn.org/ickndemo/)
• Task-Oriented Social Networking
• Different Social Networks for Different Tasks

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Dynamic and Task-Oriented Social Networking (2)

• Dynamic and Task-Oriented Social Networking
• DTOSN is a useful tool for Decision Support

• An Example
• Task BBQ
• Principle Contributions

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Conclusion

• Old Fashion
• The future of on-line social networking websites
• Portal or Function based
• Social Network Extracting Constructing
• Multi-Sources
• Web-based
• Dynamic Task-oriented Social Networking
• Social Networking Applications

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Thanks for Your AttentionAny Questions?

• I-Hsien Ting (???)
• iting_at_nuk.edu.tw