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UWSMC Fall 2011Lisa Guo
What is Social Graph Mathematically, Graph is an abstraction for modeling relationships between things. Graphs consists of nodes and edges, or things and the ways that things relate to each other.
Social graph is the global mapping of everybody and how they're related.
Graphs are very powerful modeling tools for modeling natural and man-made systems.
How Social Data Traverse
Email to Facebook
How Social Data Traverse Facebook to Groupon
How Social Data Traverse Facebook to Alaska Fly Social
How Social Data Traverse Alaska Fly Social Back to Facebook
Sharing of Social Graphs
Twitter LinkedIn
Google+
Hotmail
Gmail
Alaska
Airline
Site D
Site C
Site B
Site A
Groupon
If logged in
If logged in Like
Tweet
Share
Social Platforms
FacebookTwitterGoogle+LinkedInYouTube….
Facebook as a Social Platform- Graph API
Every object in the social graph has a unique ID. All objects in Facebook can be accessed in the same
way: https://graph.facebook.com/btaylor (Bret Taylor)
All of the objects in the Facebook social graph are connected to each other via relationships (e.g. friends, photos, permissions, etc).
https://graph.facebook.com/ID/CONNECTION_TYPE Friends https://graph.facebook.com/me/friends
?access_token=... News feed: https://graph.facebook.com/me/home
?access_token=... Profile feed (Wall): https://graph.facebook.com/me/feed
?access_token=...
Core Concepts for Facebook Developers
Graph API AuthenticationFacebook ConnectSocial DesignSocial Plugins
<fb:like send="true" width="450" show_faces="true" />
Social ChannelsOpen Graph Protocol
Twitter APIAllow sending out tweet from any site easilyAllow display customized tweet feed
- e.g. Displaying four tweets from the two users "seaofclouds" and "laughingsquid", refreshing every 60 seconds: - e.g. socialbro.com, Social Media CRM Dashboard. Analytics reports, Twitter list management, follow/unfollow tracking, powerfull followers search engine and more.
Twitter Integration- Cookie cut twitter message to leverage
customer to spread your power.
Guide to Integrating Your Social Business Platform
Goal is building social interactions in your customer’s workflow.
Types of IntegrationComplex vendor integration (e.g. Salesforce,
SAP, Sharepoint, etc.)Custome Integration (use vendor’s API)Simple Integration (e.g. little “t”, “f” icons)
Sample Page that Connect back to the core social media pool
How to Make a Site Social?Evaluate using the ‘S.O.C.I.A.L.’ acronym
Activity
Presence
Identity
Relations
GroupsReputation
Sharing
Conversation
Challenges
StimulatingA social platform has the right mix of interaction stimuli
Presence – who is online? Where are my friends?
Identity – look who I am, rich profiles, my content
Reputation / karma – my value to the community based on ratings
Relations – my social network
Conversation – what are people talking about
Activities – what is going on right now
Groups – free forming, self-organizing groups
Sharing – common content, information, knowledge
OrganicA social platform allows its communities to form their own structures, to self-organize
Free grouping – people can form, join and leave groups themselves,
easily
Organic groups – the system automatically forms groups based on the
social graph
Free tagging – people can tag all content, building a folksonomy
Automated SNA – allow people to travel en utilize their social
networks easily
CollaborativeA social platform has a sensible mix of stigmergic and social collaboration & communication tools
Social network – making true flows of communication explicit, helping in
finding expertise and people
Social bookmarking – brute force collecting, weighing and filtering of
information
Blogs – for broadcast communication used for opinion-building and
knowledge-sharing
Forums – for discussion and persistent conversations
Wiki – Stigmergic knowlegde base
Wall-to-wall, activity-streams, whiteboards, etc.
IntelligentA social platform has an effective set of collaborative filters and aggregation mechanisms, harnessing the wisdom of the crowd, suppressing ‘noise’, identifying ‘quality’
Good reputation system – being able to recognize topic expertise and
experts
Weighed aggregation – showing only the best quality on the
front-/aggregation-pages
Passive and active collaborative filtering – to identify quality
Voting / rating – user reputation building and content filtering (quality
indication)
Adapted“Your” social platform is adapted to your crowd (employees or customers), processes and tools
LinkedA social platform should offer its users to connect to their external social networks and content
External networks – LinkedIn, Facebook, MSN, etc.External content – Blogger, Flickr, Youtube, slideshare, mindmeister, etc.External activity – Twitter, Yammer, etc.News aggregation – RSS, etc.
Issues and ProblemsNeed to have different logins for different
social networks.Portability and ownership of an individual's
information, explicitly and implicitly revealed while using social networks.
Build a system that can scale.Building a system which is secure. Getting companies to use a standard API.
Make the social graph a community asset.
Let users manage their social networks easily.
Make graph data as portable as documents are on a personal computer.
Powerful framework will come out to facilitate merging little isolated social graphs into one big social graph and spread it far and wide, for all to enjoy, to allow thousands of new social applications to bloom.
Dream Future
Connected Social Graph
References Social Graph: Concepts and Issues, ReadWriteWeb,
http://www.readwriteweb.com/archives/social_graph_concepts_and_issues.php
Thoughts on Social Graph, http://bradfitz.com/social-graph-problem/ A simple guide to integrating your social business platform,
http://johnstepper.com/2011/10/16/a-simple-guide-to-integrating-your-social-business-platform
http://developers.facebook.com/docs/reference/api/ http://en.wikipedia.org/wiki/Facebook_Platform http://developers.facebook.com/docs/channels/ http://developers.facebook.com/docs/advancedtopics/ http://developers.facebook.com/docs/reference/dialogs/ http://socialcommercetoday.com/facebook-is-not-a-social-network-its-an-op
erating-system-gerd-leonhard-on-the-social-consumer/ http://www.webmonkey.com/2010/02/get_started_with_the_twitter_api/ http://mashable.com/2007/05/02/10-awesome-things-built-on-the-facebook-
api/
Social Graph: Concepts and Issues, ReadWriteWeb, http://www.readwriteweb.com/archives/social_graph_concepts_and_issues.php
Thoughts on Social Graph, http://bradfitz.com/social-graph-problem/ A simple guide to integrating your social business platform,
http://johnstepper.com/2011/10/16/a-simple-guide-to-integrating-your-social-business-platform
http://developers.facebook.com/docs/reference/api/ http://en.wikipedia.org/wiki/Facebook_Platform http://developers.facebook.com/docs/channels/ http://developers.facebook.com/docs/advancedtopics/ http://developers.facebook.com/docs/reference/dialogs/ http://socialcommercetoday.com/facebook-is-not-a-social-network-its-an-op
erating-system-gerd-leonhard-on-the-social-consumer/ http://www.webmonkey.com/2010/02/get_started_with_the_twitter_api/ http://mashable.com/2007/05/02/10-awesome-things-built-on-the-facebook-
api/
Social Graph: Concepts and Issues, ReadWriteWeb, http://www.readwriteweb.com/archives/social_graph_concepts_and_issues.php
Thoughts on Social Graph, http://bradfitz.com/social-graph-problem/ A simple guide to integrating your social business platform,
http://johnstepper.com/2011/10/16/a-simple-guide-to-integrating-your-social-business-platform
http://developers.facebook.com/docs/reference/api/ http://en.wikipedia.org/wiki/Facebook_Platform http://developers.facebook.com/docs/channels/ http://developers.facebook.com/docs/advancedtopics/ http://developers.facebook.com/docs/reference/dialogs/ http://socialcommercetoday.com/facebook-is-not-a-social-network-its-an-op
erating-system-gerd-leonhard-on-the-social-consumer/ http://www.webmonkey.com/2010/02/get_started_with_the_twitter_api/ http://mashable.com/2007/05/02/10-awesome-things-built-on-the-facebook-
api/
Questions?
