Embed Size (px)
DESCRIPTION
Analyzing Social Media Networks with NodeXL Marc A. Smith Chief Social Scientist Connected Action Consulting Group [email protected] http://www.connectedaction.net http:// www.codeplex.com/ nodexl. The NodeXL Project Team. About Me. Introductions Marc A. Smith - PowerPoint PPT Presentation
Citation preview
Analyzing Social Media Networks with NodeXLMarc A. Smith
Chief Social ScientistConnected Action Consulting Group
[email protected]://www.connectedaction.net
http://www.codeplex.com/nodexl
2
The NodeXL Project Team
About Me
Introductions
Marc A. SmithChief Social ScientistConnected Action Consulting Group
[email protected]://www.connectedaction.nethttp://www.codeplex.com/nodexlhttp://www.twitter.com/marc_smithhttp://delicious.com/marc_smith/Paper http://www.flickr.com/photos/marc_smithhttp://www.facebook.com/marc.smith.sociologisthttp://www.linkedin.com/in/marcasmithhttp://www.slideshare.net/Marc_A_Smith
• 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
Social Networks
• History: from the dawn of time!
• Theory and method: 1934 ->
• Jacob L. Moreno
• http://en.wikipedia.org/wiki/Jacob_L._Moreno
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
E
D
F
A
CB
H
G
I
CD
E
A B D E
8Two “answer people” with an emerging 3rd.
Mapping Newsgroup Social Ties
Microsoft.public.windowsxp.server.general
9
Distinguishing attributes of online social roles
• Answer person– Outward ties to local
isolates– Relative absence of
triangles– Few intense ties
• Reply Magnet– Ties from local isolates often
inward only– Sparse, few triangles– Few intense ties
10
Distinguishing attributes:
• Answer person– Outward ties to local
isolates– Relative absence of triangles– Few intense ties
• Discussion person– Ties from local isolates often
inward only– Dense, many triangles– Numerous intense ties
Introduction to NodeXL
NodeXL: Network Overview, Discovery and Exploration for Excel
Leverage spreadsheet for storage of edge and vertex data
http://www.codeplex.com/nodexl
#WIN09
NodeXLFree/Open Social Network Analysis add-in for Excel 2007 makes graph theory as
easy as a bar chart, integrated analysis of social media sources.http://nodexl.codeplex.com
Import data from a variety of SNA and Social Media data sources
NodeXL Network Metrics
A minimal network can illustrate the ways different locations have different values for centrality and
degreeDi
ane h
as h
igh
degr
ee
Heather has high
betweeness
NodeXLNetwork Overview Discovery and Exploration add-in for Excel 2007
NodeXL: Display nodes with subgraph images sorted by network attributes using Excel Data|Sort
“SAP” mentioning twitter users
“SAP” mentioning twitter usersSize = FollowersEdge = # relationship ties
The NodeXL project is Available via the CodePlex Open Source Project Hosting Site:http://www.codeplex.com/nodexl
Display community members sorted by network attributes using Excel Data|Sort
Summary network metrics Displayed on
“Overall Metrics” tab
Map data to display attributes
Dynamic FiltersNow feature
Metrics histograms
Import from flickr tag and user networks
Network Clusters visualization showing three Flickr tag clusters,each representing a different context for “mouse”.
Isolate clusters showing three different contexts for the “mouse” tag in Flickr: mouse animal, computer mouse, and Mickey Mouse character.
NodeXL Network of Flickr users who comment onMarc_Smith’s photos (network depth 1.5; edge weight ≥ 4).
Import data from Twitter user and term networks
NodeXL Tutorial
http://casci.umd.edu/
Book forthcoming:Analyzing social media
networks with NodeXL: Insights from a
connected world
Social media network archives
• On-going collection• Additional sources: enterprise/consumer• More metrics• Performance• Cross-platform/Web• Clustering• Time series analysis
Analyzing Social Media Networks with NodeXLMarc A. Smith
Chief Social ScientistConnected Action Consulting Group
[email protected]://www.connectedaction.net
http://www.codeplex.com/nodexl
37
38
39
AnswerPerson
Signatures
DiscussionPeople
40
Spammer
Discussion Starter
Reply orientedDiscussion
FlameWarrior
