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  • 1. Analyzing Social Media Networks with NodeXLDerek L. Hansen Guest Lecture for Alladi Venkateshs Class at UC-Irvine January 31, 2014

2. Center for the Advanced Study of Communities and Information Human-Computer Interaction Lab 3. 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 4. New Tools & Methods to Analyze Social Experience 5. Novel Designs of TMSP Interventions 6. 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) 7. Types of Social Media Asynchronous Email, Google groups, Yahoo Answers, Listservs, Stack Threaded Conversation Overflow Synchronous Threaded Instant Messaging, IRC, Skype, Google Hangouts Conversation Collaborative AuthoringWikipedia, Wikia, Google DocsBlogs & PodcastsLivejournal, Blogger, Twitter, Vlogs, podcasts, photo blogsSocial SharingYouTube, Flickr, Instagram, Pinterest, Last.Fm, Delicious, Reddit, SnapchatSocial NetworkingFacebook, LinkedIn, eHarmony, Ning, RavelryOnline Markets & ProductioneBay, Amazon, craigslist, Kiva, Thraedless, TopCoder, ePinions, YelpIdea GenerationIdeaConnection, IdeaScaleVirtual WorldsWebkinz, World of Warcraft, Club Penguin, Second LifeMobile-based ServicesFoursquare, MapMyRun, Geocaching 8. Patterns are left behind 9. Online Community Analysis 10. Social Network Theory 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 matricesSource: Richards, W. (1986). The NEGOPY network analysis program. Burnaby, BC: Department of Communication, Simon Fraser University. pp.716(Hampton &Wellman, 1999; Paolillo, 2001; Wellman, 2001) 11. SNA 101 NodeA actor on which relationships act; 1-mode versus 2-mode networks Edge B Relationship connecting nodes; can be directionalC Cohesive Sub-Group Well-connected group; clique; clusterA B D E Key Metrics Centrality (group or individual measure)D 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 levelE 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)GF # shortest paths between each node pair that a node is on Measure at the individual node level Node roles HIC Peripheral below average centrality Central connector above average centrality Broker above average betweenness ED 12. Social Network Analysis A systematic method for understanding relationships between entities. Node-Specific Metrics Betweenness Centrality Degree Centrality Eigenvector Centrality Closeness Centrality Network-Specific Metrics Components Density 13. Personal Email Collection 14. Mapping Corporate Email Communication Between Research Groups 15. Mapping Events with Twitter EventGraphs 16. #teaparty 15 November 2011 #occupywallstreet 15 November 2011 17. 6 kinds of Twitter social media networks 18. [Divided] Polarized Crowds[Fragmented] Brand Clusters[In-Hub & Spoke] Broadcast Network[Unified] Tight Crowd[Clustered] Community Clusters[Out-Hub & Spoke] Support Network 19. 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 PeopleDiscussion people, Topic settersDiscussion starters, Topic setters 20. Inferring Relationships 21. Surgery Videos on YouTube 22. Finding Theorists in Lostpedia 23. NodeXL ( 24. Social Media Research Foundation PeopleDisciplinesInstitutionsUniversity FacultyComputer Science Information TechnologyUniversity of Maryland Brigham Young UniversityStudentsHCI, CSCWOxford Internet InstituteIndustryMachine LearningStanford UniversityIndependentInformation VisualizationMicrosoft ResearchResearchersUI/UXIllinois Institute of TechnologyDevelopersSocial Science/SociologyConnected ActionNetwork AnalysisCornellCollective ActionMorningside Analytics 25. 26. NodeXL Graph Gallery 27. An Iterative Process 28. Data SourcesCode it Yourself APIs ScrapersUse Corporate ToolsSoftware Libraries Use Free 3rd Party Tools