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

Facebook

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

Facebook

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?