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Web 2.0 4.1.09. Beyond Buzz: On measuring a conversation Kate Niederhoffer, Ph.DMarc A. Smith, Ph.D Dachis Corporation Telligent Systems. Why us?. Kate Niederhoffer Ph.D UT Social Psychology BuzzMetrics/Nielsen Online, Measurement Science - PowerPoint PPT Presentation

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  • *Why us?Kate Niederhoffer Ph.D UT Social Psychology BuzzMetrics/Nielsen Online, Measurement Science Dachis Corporation - Methodology, Social Business Design

    Marc Smith Ph.D UCLA Sociology Microsoft Research, Community Technologies Group Telligent Systems Harvest reporting and analysis tools for social media platforms and systems

    Note: This is a conceptual address. Were talking about ideas; each of our companies have distinct methodologies in place related to these concepts.

  • Why are we here?Demonstrating the depth of buzz; ways to think about signal within vast universe.

    Going beyond buzz; learning more about individuals.

    *

  • Why are we here?Highlighting the unique roles individuals play in communities that afford the conversation.

    Illustrating that aggregated relationships are network structures.

    *

  • Why now?*

  • *Blogs were all the rageIn 2005, clients attracted by novelty:

    Simple question: Whats my buzz?- How much?- Good or bad?

    Incremental improvement: How important is it?- Are Influencers talking?- How many eyeballs exposed?- Engagement? However, all superficially measured;limited scope of whats important: what kind of influence?

  • *Blogs are now featuresTodays media enable richer social interaction-- and, leave a path of data with more opportunities to capture depth

    Buzz levels, page views, followers, in isolation miss big picture

    Must take advantage context to tell whole story and capture value

  • *Social networks are all the rage, but rarely do we think about social metricsWe need to stop blackboxing: "When a machine runs efficiently, when a matter of fact is settled, one need focus only on its inputs and outputs and not on its internal complexity. Thus, paradoxically, the more science and technology succeed, the more opaque and obscure they become." - Bruno Latour

    Even if a conversation is running smoothly, we must figure out what makes it tick.

  • 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 relationshipsCentrality (core), periphery (isolates), betweenness

    Methods:Surveys, interviews, observations, log file analysis, computational analysis of matrices

    Source: Richards, W. (1986). The NEGOPY network analysis program. Burnaby, BC: Department of Communication, Simon Fraser University. pp.7-16 Social NetworkTheory(Hampton &Wellman, 1999; Paolillo, 2001; Wellman, 2001)

  • *Context of a conversationRelevanceRoleMindsetEcosystemWhat is the pattern of connections? What is the dynamic, en masse? What else do we know about the individuals? Wheres the signal in the noise?PersonaPersonEnvironmentSignal

  • *

  • *Context of a conversationRelevanceRoleMindsetEcosystemWheres the signal in the noise?

  • *Relevance todayAs a user, easy to relate to issues with pre-determined filters.As an enterprise, complexity increases. We dont always know what we want to know!

  • *Relevance: Which filters are in place to strengthen the signal? Identifying your filters can be inductive: What are people really saying? Which concepts differentiate the posts that mention you vs. posts that don't? All terms on your map have a correlation to the central concept; the closer a word appears to the center, the stronger the association.The groupings of terms indicate the dimensions of discussion: micro-conversations within a broader discussion. * Source: Nielsen Online, 2008

  • *Relevance is multi-facetedRather than looking at associations with, as compared to without, consider discussion this week as compared to discussion over the past year.

    Not whats being said about her in a more recent timeframe, but instead when you control for whats said about her in general, what pops?

    * Source: Nielsen Online, 2008

  • *Relevance - SummaryInformation can be visualized in so many different ways; dont take it for granted. Listening can be limited if youre exclusively looking for something in particular; broaden your net. Be inductive. Let the data speak for itself.

  • *

  • *Context of a conversationRelevanceRoleMindsetEcosystemWhat else can we know about the individuals?

  • *Says Who?

  • *MindsetBy measuring the types of words used, we can tap into how people slice their worlds.Linguistic style is closely tied to:Demographics (e.g. age, sex, class)Emotion (e.g. depression, deception)Cognitive style (e.g. complex thinking)Personality (e.g. Neuroticism)

    What else can we know about the person in conversation?

    e.g. Pennebaker, Mehl, Niederhoffer, 2003

    FindingsLinguistic CuesAre you self-oriented?Pronoun use: I and WeAre you living in the now?Past, Present, Future tenseWhat is your emotional tone?Positive vs. NegativeAre you abstract or concrete?Articles: a vs. theNouns vs. verbs

  • When people make recommendations on blogs, is there something deeper going on?

    *Got the next three PW/GS games for my birthday. And I am one happy gal, there was some stuff that I absolutely LOVED and I would definitely recommend the game to anyone who owns a PS3 regardless of its flaws -- which really were at their heart personal quibbles of mine so your mileage may vary. Plus, I cried like a b*$$ at the end. That's got to be saying something.

  • *Getting into the Engaged Mind

    Recommendations have:More pronouns: intimacy with both the brand/product/ service being recommended, and those to whom theyre recommending.More verbs: sharing experience more than discussion of concrete features.* all differences significant at p

  • Invisible language gives us clues about individuals, and groups*

  • *Changes in work atmosphere, captured in wordsTausczik, Scholand, and Pennebaker, 2009Engineers, economists programmers collaborating on economic simulations of disasters

    Complexity of thought (-) Cohesion (-) Work information (-) Negative emotion (+) Funding lost

  • *Connected Age: relationships are groundwork of workSocial: niceties (lol), affirmations (cool), coordination (call), broad communication (http, thinking) Work: economic (production, supply), analytic (results, problem)

  • *Mindset- SummaryLanguage is a good way to go beyond the surface and better understand constituents without self- report biases (or effort). Metrics in the hands of users (yourselves) are helpful: know thyself, know how youre perceived.

  • *Beyond thoughts and feelings, who comes to roost?

  • *Context of a conversationRelevanceRoleMindsetEcosystemWhat is the pattern of connections?

  • Social Network Analysis with NodeXL:

    Identify different roles in social media spaces

  • Identify core groups in the network

  • Answer personOutward ties to local isolatesRelative absence of trianglesFew intense ties

    Reply MagnetTies from local isolates often inward onlySparse, few trianglesFew intense tiesDistinguishing attributes:*

  • Distinguishing attributes:Answer personOutward ties to local isolatesRelative absence of trianglesFew intense ties

    Discussion personTies from local isolates often inward onlyDense, many trianglesNumerous intense ties

    *

  • Answer Person SignaturesDiscussionPeople*

  • SpammerDiscussion StarterReply oriented DiscussionFlameWarrior*

  • Role SummaryNetwork awareness, like court vision enables strategic play. Know which positions/players are on your team.Social media behavior is differentiated. Rare (~.5-2%) roles are critical and must be cultivated.E.g. Clear and consistent signatures of an Answer PersonLight touch to numerous threads initiated by someone elseMost ties are outward to local isolatesMany more ties to small fish than big fish*

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    [email protected]

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    [email protected]

    leyton 1001000.51100000000000000000000000

    Paulm 1001000.51100000000000000000000000

    =?Utf-8?B?U3R1cGlkIFF1ZXN0aW9uISEh?= 1001000.51100000000000000000000000

    atif 1001000.51100000000000000000000000

    [email protected]

    [email protected]

    [email protected]

    M 1001000.51100000000000000000000000

    Axel 2002000.33333333330100000000000000000000000

    [email protected]

    [email protected]

    [email protected]

    [email protected]

    =?Utf-8?B?TWl4IFByb2JsZW0=?= 1001000.51100000000000000000000000

    =?Utf-8?B?amFzb24=?= 1001000.51100000000000000000000000

    David Francis 1001000.51100000000000000000000000

    Rak Keijzers 1001000.51100000000000000000000000

    [email protected]

    =?Utf-8?B?SmVhbg==?= 1001000.51100000000000000000000000

    =?Utf-8?B?Qm9i?= 3003000.250100000000000000000000000

    Randy 1001000.51100000000000000000000000

    [email protected]

    [email protected]

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    [email protected]

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    Torgeir Bakken (MVP)

    [email protected]

    [email protected]

    [email protected]

  • *What is the mix in the neighborhood?

  • *Context of a conversationRelevanceRoleMindsetEcosystemWhat is the dynamic, en masse?

  • *

  • Pajek without modification can sometimes reveal structures of great interest.The Ties that Blind?

  • Darwin Bell*

  • *

  • *

  • Two answer people with an emerging 3rd.Mapping Newsgroup Social TiesMicrosoft.public.windowsxp.server.general*

  • Adamic et al. WWW 2008Research shows social media spaces vary and roles are present

  • *Ecosystem- Summary Social media is about collective action. A balance of roles and strategies is critical for a healthy/ successful collective good. Harvesting the common good takes many forms, and is the ultimate goal of social media.

  • *Why does this matter? This is not measurement for the sake of measurement; we need to measure conversations in order to manage social business. Measuring conversations is about measuring the context in which those conversations arise. Value is an intermediate step in calculating ROI. Moot to bypass it. Techniques from social science help capture the immeasurable in social media and the enterprise. The future of conversations- the enterprise being one-- is about cultivating ecologies of the right balance of relationships.

  • *Thank You

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    Questions?

  • *Additional Resources

  • *

  • How uniform are social media producing groups?IndividualsSmall GroupsVariable Contribution Large GroupsUniform Large GroupsHeterogeneous Variable Contribution Large Groups

  • Social Science Theory and MethodInteractionist SociologyCentral tenetFocus on the active effort of accomplishing interaction

    Phenomena of interestPresentation of self Claims to membershipJuggling multiple (conflicting) rolesFrontstage/Backstage Strategic interactionManaging ones own and others face

    MethodsEthnography and participant observation

    (Goffman, 1959; Hall, 1990)

    Collective Action Dilemmas Central tenetIndividual rationality leads to collective disaster

    Phenomena of interestProvision and/or sustainable consumption of collective resourcesPublic Goods, Common Property, "Free Rider Problems, Tragedies

    MethodsSurveys, interviews, participant observation, log file analysis, computer modeling

    (Axelrod, 1984; Hess, 1995; Kollock & Smith, 1996)

    *We didnt used to have a holistic overview of the Earth; we dont have one of social media. Its hard to find signals in all the noise; sometimes you arent even picking up on all the noise

    Globally coherent activity is a beautiful thing, but really cant appreciate it in full or experience it without tapping into the individual constituents producing the signal.*****See Picturing Usenet in JCMC*Meso-scale soc media viz. ***