guest lecture irvine_2014
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Analyzing Social Media Networks with NodeXL
Derek L. HansenGuest Lecture for Alladi Venkatesh’s
Class at UC-IrvineJanuary 31, 2014
Center for the Advanced Study of Communities and Information
Human-Computer Interaction Lab
Technology-mediated social participation (TMSP)
“The goal is to create new architectures for the online public spaces that energize the population to contribute to vital community and national priorities” - IEEE Computer, Nov. 2010
New Tools & Methods to Analyze Social Experience
Novel Designs of TMSP Interventions
What is Social Media?
A set of networked technologies that supports social interactions.
Social media is about “transforming monologue (one-to-many) into dialog (many-to-many).”1
1 www.webpronews.com/blogtalk/2007/06/29/the-definition-of-social-media
Types of Social MediaAsynchronous Threaded Conversation
Email, Google groups, Yahoo Answers, Listservs, Stack Overflow
Synchronous Threaded Conversation
Instant Messaging, IRC, Skype, Google Hangouts
Collaborative Authoring Wikipedia, Wikia, Google Docs
Blogs & Podcasts Livejournal, Blogger, Twitter, Vlogs, podcasts, photo blogs
Social Sharing YouTube, Flickr, Instagram, Pinterest, Last.Fm, Delicious, Reddit, Snapchat
Social Networking Facebook, LinkedIn, eHarmony, Ning, Ravelry
Online Markets & Production
eBay, Amazon, craigslist, Kiva, Thraedless, TopCoder, ePinions, Yelp
Idea Generation IdeaConnection, IdeaScale
Virtual Worlds Webkinz, World of Warcraft, Club Penguin, Second Life
Mobile-based Services Foursquare, MapMyRun, Geocaching
Patterns are left behind
Online Community Analysis
• Central tenet – Social structure emerges from – the aggregate of relationships (ties) – among members of a population
• Phenomena of interest– Emergence of cliques and clusters – from patterns of relationships– Centrality (core), periphery (isolates), – betweenness
• Methods– Surveys, interviews, observations,
log file analysis, computational analysis of matrices
(Hampton &Wellman, 1999; Paolillo, 2001; Wellman, 2001)
Source: Richards, W. (1986). The NEGOPY network analysis program. Burnaby, BC: Department of Communication, Simon Fraser University. pp.7-16
Social Network Theoryhttp://en.wikipedia.org/wiki/Social_network
SNA 101• Node
– “actor” on which relationships act; 1-mode versus 2-mode networks• Edge
– Relationship connecting nodes; can be directional• Cohesive Sub-Group
– Well-connected group; clique; cluster• Key Metrics
– Centrality (group or individual measure)• Number of direct connections that individuals have with others in the group (usually look at
incoming connections only)• Measure at the individual node or group level
– Cohesion (group measure)• Ease with which a network can connect• Aggregate measure of shortest path between each node pair at network level reflects
average distance– Density (group measure)
• Robustness of the network• Number of connections that exist in the group out of 100% possible
– Betweenness (individual measure)• # shortest paths between each node pair that a node is on• Measure at the individual node level
• Node roles– Peripheral – below average centrality– Central connector – above average centrality– Broker – above average betweenness
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Social Network AnalysisA systematic method for understanding relationships between entities.
Node-Specific Metrics• Betweenness Centrality• Degree Centrality• Eigenvector Centrality• Closeness Centrality
Network-Specific Metrics• Components• Density
Personal Email Collection
Mapping Corporate Email Communication Between Research Groups
Mapping Events with Twitter EventGraphs
#occupywallstreet15 November 2011
#teaparty15 November 2011
http://www.newscientist.com/blogs/onepercent/2011/11/occupy-vs-tea-party-what-their.html
6 kinds of Twitter social media networks
[Divided]Polarized Crowds
[Unified]Tight Crowd
[Fragmented]Brand Clusters
[Clustered]Community Clusters
[In-Hub & Spoke]Broadcast Network
[Out-Hub & Spoke]Support Network
Welser, Howard T., Eric Gleave, Danyel Fisher, and Marc Smith. 2007. Visualizing the Signatures of Social Roles in Online Discussion Groups. The Journal of Social Structure. 8(2).
Experts and “Answer People”
Discussion starters, Topic setters
Discussion people, Topic setters
Inferring Relationships
Surgery Videos on YouTube
Finding Theorists in Lostpedia
Social Media Research FoundationPeople Disciplines Institutions
University Faculty Computer ScienceInformation Technology
University of MarylandBrigham Young University
Students HCI, CSCW Oxford Internet Institute
Industry Machine Learning Stanford University
Independent Information Visualization Microsoft Research
Researchers UI/UX Illinois Institute of Technology
Developers Social Science/Sociology Connected Action
Network Analysis Cornell
Collective Action Morningside Analytics
NodeXLGraph Gallery
An Iterative Process
Data Sources Code it Yourself
Use Free 3rd Party Tools
APIs
Scrapers
Software Libraries
Use Corporate Tools