An Introduction to Social Media Description and Applications by StuartSpruce

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									Web 2.0 and Social Media      Social Media Analysis   Better Search Through People   Basic Applications




                           An Introduction to Social Media
                                  Description and Applications


                                           Debora Donato

                                 Yahoo! Research – Barcelona, Spain


                              Seminars of Computer Networks
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




      1    Web 2.0 and Social Media


      2    Social Media Analysis


      3    Better Search Through People


      4    Basic Applications
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Socialization of Information


      Fundamental shift in our culture: progressive extension of many of
      the human social activities - conversations, labeling, rating and
      organizing information - onto the online network.
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Socialization of Information


      Fundamental shift in our culture: progressive extension of many of
      the human social activities - conversations, labeling, rating and
      organizing information - onto the online network.



      Why do people come online?
         To communicate
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Socialization of Information


      Fundamental shift in our culture: progressive extension of many of
      the human social activities - conversations, labeling, rating and
      organizing information - onto the online network.



      Why do people come online?
         To communicate
              To be informed
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Socialization of Information


      Fundamental shift in our culture: progressive extension of many of
      the human social activities - conversations, labeling, rating and
      organizing information - onto the online network.



      Why do people come online?
         To communicate
              To be informed
              To be entertained
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Socialization of Information


      Fundamental shift in our culture: progressive extension of many of
      the human social activities - conversations, labeling, rating and
      organizing information - onto the online network.



      Why do people come online?
         To communicate
              To be informed
              To be entertained
              To be part of a Social Network
Web 2.0 and Social Media   Social Media Analysis      Better Search Through People   Basic Applications




Social Media vs social media

      Social Media
      Social Media is the democratization of content and the
      understanding of the role people play in the process of not only
      reading and disseminating information, but also how they share
      and create content for others to participate.
      It is the shift from a broadcast mechanism to a many-to-many
      model, rooted in a conversational format between authors and
      people.




                                            [Solis, 2007]
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Social Media vs social media
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Social Media vs social media
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Social Media vs social media
Web 2.0 and Social Media   Social Media Analysis      Better Search Through People   Basic Applications




Social Media vs social media

      Social media
      social media describes the online tools that people use to share
      content, profiles, opinions, insights, experiences, perspectives and
      media itself, thus facilitating conversations and interaction online
      between groups of people. These tools include blogs, message
      boards, podcasts, micro blogs, lifestreams, bookmarks, networks,
      communities, wikis, and vlogs.




                                            [Solis, 2007]
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Web 2.0 Ingredients
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Web 2.0 (cont.)



      Web 2.0 refers to the set of economic, social, and technology
      trends that collectively form the basis for the next generation of
      the Interneta more mature, distinctive medium characterized by
      user participation, openness, and network effects [Radar, 2007]
              Communication
              Secure information sharing
              Interoperability
              Collaboration
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




User-Generated Content
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Member Community
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




User-Generated Content




                           Source: http://www.eMarketer.com
Web 2.0 and Social Media     Social Media Analysis   Better Search Through People   Basic Applications




Member Community




                           Source: http://www.nielsen-online.com/
Web 2.0 and Social Media     Social Media Analysis   Better Search Through People   Basic Applications




Social media software applications




                      Source: http://en.wikipedia.org/wiki/Social media
Web 2.0 and Social Media     Social Media Analysis   Better Search Through People   Basic Applications




The Wisdom of Crowds




              Crucial for Search Ranking
              Text: Web Writers
              Links: Web Editors
              Tags: Web Taggers
              Queries: All Web Users!
                     Queries and actions
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




The Wisdom of Crowds




              Flickr: community phenomenon
              Millions of users share and tag each others photographs
              (why???)
              The wisdom of the crowds can be used to search
              The principle is not new anchor text used in standard search
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Anchor text


              When indexing a document D, include anchor text from links
              pointing to D.
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Anchor text
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Social Media
Explore using “interestingness”
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




What can be studied?




              Structural analysis
              Understanding social phenomenon
              Information propagation and diffusion
              Prediction (buzz, information, social)
              General Dynamics
              Modeling (social, business, algorithmic, etc.)
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Structural Analysis




      From the view of social network analysis, any social environment
      can be expressed as patterns and regularities, i.e. structures, in
      relationships among interacting units.
      The focus on relations, and patterns of relations, requires a set of
      methods and analytic concepts that distinct from the methods of
      traditional statistic and data analysis
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Centrality and Prominence



      Key issue in social network analysis is the identification of the most
      important or prominent actors in a social network.
Web 2.0 and Social Media    Social Media Analysis   Better Search Through People   Basic Applications




Centrality and Prominence



      Key issue in social network analysis is the identification of the most
      important or prominent actors in a social network.
      Many difference notions of importance and prominence:
              degree
              closeness
              betweenness
              rank of the actors
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Influence



      Calculating an individuals online influence is becoming more
      important each year as people seek advice from their peers on the
      Internet regarding what they should think, buy and say..
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Influence



      Calculating an individuals online influence is becoming more
      important each year as people seek advice from their peers on the
      Internet regarding what they should think, buy and say..
      Influence
      the capacity or power of persons or things to be a compelling force
      on or produce effects on the actions, behaviour, opinions, etc., of
      others.
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Tracking the Influence of Conversation



      Meme
      An idea or discussion that grows and spreads from individual to
      individual into a lengthy commentary
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Tracking the Influence of Conversation



      Meme
      An idea or discussion that grows and spreads from individual to
      individual into a lengthy commentary

              The meme starter (Who? When? Where? Why? How)
              The meme spreader (Who? How fast? How long? Where?
              Why? How?)
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




The arc of Influence
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




The arc of Influence




          1   Grab attention. How do influencers grab a users attention?
              What methods and social media tools do they use?
          2   Engage. How does the influencer engage with the audience?
              Is it done in an informative, entertaining or challenging way?
          3   Influence. Does the influencer create high quality content? Is
              it personal and relevant. i.e. Does it demonstrate need +
              context + timeliness
          4   Action. Does the influencer inspire the individual to act
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




The arc of Influence
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




The arc of Influence




          1   Interest. The consumer identifies a need or interest in
              information
          2   Fulfillment. The consumer seeks fulfilment from what they
              hope are credible sources (information, entertainment)
          3   Review. The consumer evaluates the content provided
          4   Action. The consumer forms or modifies their opinion and
              acts accordingly.
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




The Knowledge Challenge



      Enabling users to share knowledge with their community to create
      a better search experience
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Sizing knowledge



              10 pages per topic or event
              (photos/text/blogs/ratings/podcasts)
              5,000 subjects per person over a lifetime
              50,000 pages per person
              7,000,000,000 people on the planet
              350,000,000,000,000 pages
              20 billion pages indexed/350 trillion pages ? 0.0057% of the
              World? Knowledge
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Subjective Queries



      The kinds of queries that rely on domain expertise
              Do you know a reputable plumber in Atlanta??
              Where is the cool nightlife in Madrid?
              What political blogs do you think I?d enjoy reading?
              Where can I buy a cool pair of boots?
      These kinds of queries are ill-served by today?s search engines, but
      are the most valuable (i.e. transactional queries.)
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Social Search




              Democratize process of voting (whether explicit or implicit) ?
              Move out of the purview of webmasters and hand control
              back to users ?
              Allow dynamic assignment to various authorities of trust, new
              degree of freedom
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Challenges in Social Search




              How do we use UGC for better search?
              What’s the ratings and reputation system?
              How do you cope with spam?
              The bigger challenge: where else can you exploit the power of
              the people?
              What are the incentive mechanisms
Web 2.0 and Social Media     Social Media Analysis   Better Search Through People   Basic Applications




Measuring online audiences



      A lot of the talk about measuring social media comes down to the
      desire for standard audience data for advertising.
              Changes in web design,
              function challenge existing online audience metrics
                     page views vs time spent and unique users
Web 2.0 and Social Media      Social Media Analysis   Better Search Through People   Basic Applications




Measuring online audiences



      A lot of the talk about measuring social media comes down to the
      desire for standard audience data for advertising.
              Changes in web design,
              function challenge existing online audience metrics
                     page views vs time spent and unique users
                     critics about metrics like total minutes and total sessions
                     (content/media sites, e.g. AOL or YouTube)
Web 2.0 and Social Media      Social Media Analysis   Better Search Through People   Basic Applications




Measuring online audiences



      A lot of the talk about measuring social media comes down to the
      desire for standard audience data for advertising.
              Changes in web design,
              function challenge existing online audience metrics
                     page views vs time spent and unique users
                     critics about metrics like total minutes and total sessions
                     (content/media sites, e.g. AOL or YouTube)
                     page views still valid for “utility” site, e.g. Google Search
Web 2.0 and Social Media      Social Media Analysis   Better Search Through People   Basic Applications




Measuring online audiences



      A lot of the talk about measuring social media comes down to the
      desire for standard audience data for advertising.
              Changes in web design,
              function challenge existing online audience metrics
                     page views vs time spent and unique users
                     critics about metrics like total minutes and total sessions
                     (content/media sites, e.g. AOL or YouTube)
                     page views still valid for “utility” site, e.g. Google Search
                     panel (Long tails issues) vs census (cookies issues)
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




Tracking social media content




      The social media challenge is tracking a company’s content on
      3rd-party services, such as online video and social networks.
      From brand-building and online commerce to direct-response
      online advertising, metrics like clicks, conversion rate and
      engagement are all about understanding the behavior of web
      visitors and performance optimization within the company.
Web 2.0 and Social Media   Social Media Analysis   Better Search Through People   Basic Applications




PR measurements




      PR can use social media measurement to identify
              outreach targets,
              emerging issues
              opportunities for communication
              to measure its own effectiveness afterward.
Web 2.0 and Social Media    Social Media Analysis   Better Search Through People   Basic Applications




The Future




              Web search is scientifically young
              It is intellectually diverse
                     The human element
                     The social element
              The technology mirrors the economic, legal and sociological
              reality
Web 2.0 and Social Media    Social Media Analysis   Better Search Through People   Basic Applications




The Future




              Web search is scientifically young
              It is intellectually diverse
                     The human element
                     The social element
              The technology mirrors the economic, legal and sociological
              reality
                                      Fourth generation?
Web 2.0 and Social Media    Social Media Analysis   Better Search Through People   Basic Applications




             Radar, O. (2007).
             Web 2.0. principles and best practices.

             Solis, B. (2007).
             The definition of social media.

								
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