*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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jennid@microsoft.com0220000.3333333333032.1972245773110000000000.69314718060.6931471806000000000
johan.please_respond_to_forum.arwidmark@lutteman.se123112870.5032.1972245773101000000000.693147180600.693147180600000000
jheckel.nospam@gmx.de1221110.5032.1972245773101000000000.693147180600.693147180600000000
blskjdf@yahoo.com2222137.5690476190.50.333333333311.0986122887100001000000.693147180600000.693147180600000
james.news@reather.com222318200.41666666670.166666666711.09861228870101000000000.693147180600.69314718060000000
ejh2@removethis.psu.edu0220000.3333333333011.0986122887100100000000.6931471806000.69314718060000000
kenREMOVE@THISadOpenStatic.com2223218890.6666666667011.09861228870100100000000.6931471806000.6931471806000000
bobr@sptnetpower.com525926237.64705988460.33333333330.1511.09861228870100100000000.6931471806000.6931471806000000
charles 222211647.31876456880.3333333333011.0986122887100010000000.69314718060000.6931471806000000
Paul@invalid.invalid0220000.3333333333011.0986122887100100000000.6931471806000.69314718060000000
jimmy_noSpam_@mvps.org0220000.3333333333011.09861228870100010000000.69314718060000.693147180600000
Paul 0220000.3333333333011.0986122887100001000000.693147180600000.693147180600000
Kevin D. Goodknecht [MVP] 122212870.5011.0986122887100010000000.69314718060000.6931471806000000
mdj@NOSPAMmdj.dk222228210.6666666667011.09861228870100100000000.6931471806000.6931471806000000
kinte@iieinc.com223312860.58333333330.511.09861228870100000100000.6931471806000000.6931471806000
news006ddes@n.a.v.d622723148.18363858360.1904761905032.19722457730110000000000.69314718060.693147180600000000
Limran98 122112870.5011.0986122887100000001000.693147180600000000.693147180600
=?Utf-8?B?Tmljaw==?= 122115740.5011.09861228870100000100000.6931471806000000.6931471806000
Hayle 1232100.66666666670.511.0986122887100000001000.693147180600000000.693147180600
Bill Grant 0220000.50.511.09861228870101000000000.693147180600.69314718060000000
chriscamisa@verizon.net122219.13333333330.5011.0986122887100000100000.6931471806000000.69314718060000
noSpamHere@chrisse.se0220000.3333333333011.0986122887100010000000.69314718060000.6931471806000000
by@b.com222215740.41666666670.166666666711.09861228870100000010000.69314718060000000.693147180600
alan-no-drub-spam@hotmail.com1232110700.5032.19722457730110000000000.69314718060.693147180600000000
dean 122112870.5032.1972245773101000000000.693147180600.693147180600000000
AJD 122114.91666666670.5011.0986122887100010000000.69314718060000.6931471806000000
Ian 12651150.5011.0986122887100000100000.6931471806000000.69314718060000
jmenter@online.microsoft.com122112870.5032.1972245773101000000000.693147180600.693147180600000000
NOkink_jpSPAM@hotmail.com42251282.8830086580.40.311.0986122887100001000000.693147180600000.693147180600000
sagrjty@hotmail.com124212870.5011.0986122887100000001000.693147180600000000.693147180600
contato@mista.com.br322522416.40953654190.4166666667011.098612288700101000000000.693147180600.6931471806000000
no-spam-lordaeron70@hotmail.com22222593.6809523810.6666666667011.098612288700100001000000.693147180600000.6931471806000
itooo@itooo.com224620110.333333333300000000110000000000.69314718060.693147180600
janusz.romanowski@comcast.net222420110.333333333300000000110000000000.69314718060.693147180600
=?Utf-8?B?REFC?= 2222211060.6666666667011.098612288700100010000000.69314718060000.69314718060000
John Saunders 2222217.41666666670.6666666667011.098612288700101000000000.693147180600.6931471806000000
David 222221062.88888888890.666666666700.333333333300000101000000000.693147180600.69314718060000
JA 5271128187.65166732670.2333333333011.098612288700100001000000.693147180600000.6931471806000
johnbahran@hotmail.com522825127.24761904760.36666666670.20.33333333330000101000000000.693147180600.693147180600000
Stephen 2222211060.6666666667011.098612288700110000000000.69314718060.69314718060000000
wdnewell@bellsouth.net22332575.28785037920.83333333330.50.33333333330000000101000000000.693147180600.693147180600
Noozer 223228580.83333333330.50.33333333330000100010000000.69314718060000.6931471806000
ray282828@yahoo.com.hk223321597.29870129870.666666666700.333333333300000100010000000.69314718060000.693147180600
law2004@bluefield.com.hk224624422.20621878120.666666666700.3333333333000000101000000000.693147180600.6931471806000
smartyrc@hotmail.com223420110.333333333300000000110000000000.69314718060.693147180600
tom 222320110.333333333300000000110000000000.69314718060.693147180600
f/fgeorge@yourplace.com12211103.32620320860.500.33333333330000110000000000.69314718060.6931471806000000
mberretta@choate.edu223311400.00530303030.41666666670.16666666670.333333333300000110000000000.69314718060.693147180600000
GriffithsJ_520@hotmail.com522721313.99693362190.26666666670.050.3333333333000000110000000000.69314718060.69314718060000
Kyle 322321757.79642857140.66666666670.50.333333333300000100010000000.69314718060000.693147180600
kizetoni@mail.ru22222748.68044733040.6666666667011.098612288700100000100000.6931471806000000.693147180600
Ray at 222213844.54141414140.3333333333011.098612288700100000100000.6931471806000000.693147180600
Steve 1221126800.5011.098612288700100001000000.693147180600000.6931471806000
sdelisle@visioninformatik.qc.ca0110000.5121.38629436110100000000000.6931471806000000000
robathomeDeleteMe@mail.com0110000.5121.3862943611100000000000.69314718060000000000
bobqin@online.microsoft.com2155110.5021.38629436110100000000000.6931471806000000000
=?Utf-8?B?TGVv?= 0110000.5121.3862943611100000000000.69314718060000000000
zigi@info-scope.co.il1111101121.38629436110100000000000.6931471806000000000
john.jordan@dpra.com0110000.5121.38629436110100000000000.6931471806000000000
fritjof@t-online.de0110000.5121.3862943611100000000000.69314718060000000000
Roget 111102880.3333333333021.3862943611100000000000.69314718060000000000
SRowe@gkservices.com.not111102880.3333333333021.3862943611100000000000.69314718060000000000
Adrian 0110000.5121.3862943611100000000000.69314718060000000000
mteff@skylinedisplays.com0110000.5121.38629436110100000000000.6931471806000000000
Jason Blake 0110000.5121.3862943611100000000000.69314718060000000000
tfo@zvvprojekte.ch0110000.5121.38629436110100000000000.6931471806000000000
Suzanne S. Barnhill 0110000.5121.38629436110100000000000.6931471806000000000
MM 0110000.5121.3862943611100000000000.69314718060000000000
aec@TakeOutThisAntiSpamStuffmauell-us.com111102880.3333333333021.3862943611100000000000.69314718060000000000
basslinepopup@yahoo.com0110000.5121.3862943611100000000000.69314718060000000000
=?Utf-8?B?amFsbWVkYQ==?= 0110000.5121.3862943611100000000000.69314718060000000000
cjc 1111101121.38629436110100000000000.6931471806000000000
mdjerome@hotmail.com0110000.5121.3862943611100000000000.69314718060000000000
Michael Harris \(MVP\) 0110000.5121.38629436110100000000000.6931471806000000000
Bretski 0110000.5121.38629436110100000000000.6931471806000000000
farhanbang@hotmail.com0110000.5121.3862943611100000000000.69314718060000000000
DanM 0110000.5121.38629436110100000000000.6931471806000000000
deftones 1111101121.38629436110100000000000.6931471806000000000
arobincaron@hotmail.com0110000.5121.3862943611100000000000.69314718060000000000
davidmackey66@hotmail.com0110000.5121.3862943611100000000000.69314718060000000000
radek.cerny@asplications.nospam.com.au0110000.5121.38629436110100000000000.6931471806000000000
jiafu@online.microsoft.com0110000.5121.3862943611100000000000.69314718060000000000
=?Utf-8?B?UmVhbGl0eSBDaGVjaw==?= 0110000.5121.3862943611100000000000.69314718060000000000
infosys@loyola.com111102.250.3333333333021.3862943611100000000000.69314718060000000000
carlf13@hotmail.com0110000.5121.3862943611100000000000.69314718060000000000
Mike 0110000.5121.3862943611100000000000.69314718060000000000
James Spenser 0110000.5121.3862943611100000000000.69314718060000000000
Diane McCorkle 0110000.5121.3862943611100000000000.69314718060000000000
curtchristnsn@NOSPAMyahoo.com0120000.5121.3862943611100000000000.69314718060000000000
Carey Frisch [MVP] 1111010.3333333333021.3862943611100000000000.69314718060000000000
Victor Ivanidze 0110000.5121.3862943611100000000000.69314718060000000000
Chris 211212880.5021.38629436110100000000000.6931471806000000000
l_alexander@verizon.net2112110.5021.38629436110100000000000.6931471806000000000
nex6@nospam.com1111020.3333333333021.38629436110100000000000.6931471806000000000
Newsgroups1@coribright.com0110000.5121.38629436110100000000000.6931471806000000000
relder@eretech.com0110000.5121.3862943611100000000000.69314718060000000000
Dan Morris 0110000.5121.3862943611100000000000.69314718060000000000
mhernandez@grupomaipu.com.ar2112016.82936507940.25021.3862943611100000000000.69314718060000000000
=?Utf-8?B?ZnJhbmNlc2Nh?= 0110000.5121.3862943611100000000000.69314718060000000000
scrockel@**NO_SPAM**hotmail.com1111101121.38629436110100000000000.6931471806000000000
notreal@wal.netto0110000.5121.3862943611100000000000.69314718060000000000
adrian 0110000.5121.3862943611100000000000.69314718060000000000
mattie121@hotmail.com0110000.5121.3862943611100000000000.69314718060000000000
authorty@sina.com0110000.5121.3862943611100000000000.69314718060000000000
Ken Cox [Microsoft MVP] 0110000.5121.3862943611100000000000.69314718060000000000
me121@hotmail.com0110000.5121.3862943611100000000000.69314718060000000000
Jason Rhymes 0110000.5121.3862943611100000000000.69314718060000000000
djones@intermountain-rea.com111102880.3333333333021.3862943611100000000000.69314718060000000000
Concerned MS News Group Poster 0110000.5121.3862943611100000000000.69314718060000000000
barrycorkindale@hotmail.com0110000.5121.3862943611100000000000.69314718060000000000
terry watson 0110000.5121.38629436110100000000000.6931471806000000000
spyke@mailinator.com0110000.5121.3862943611100000000000.69314718060000000000
vruy@chez.com0110000.5121.3862943611100000000000.69314718060000000000
Jim 111102880.3333333333021.3862943611100000000000.69314718060000000000
xmldude@mvps.org1111101121.38629436110100000000000.6931471806000000000
brian 211202880.25021.3862943611100000000000.69314718060000000000
kym 0110000.5121.3862943611100000000000.69314718060000000000
Jimbo 1132101121.38629436110100000000000.6931471806000000000
john.collins@usma.edu1145101121.38629436110100000000000.6931471806000000000
markus.bauer.ng@gmx.net1111101121.38629436110100000000000.6931471806000000000
n9zrou@nscomcast.com1111101121.38629436110100000000000.6931471806000000000
hemmingway427_NO_SPAM_O_MATIC_@shaw.ca1111101121.38629436110100000000000.6931471806000000000
Peter D 0110000.5121.3862943611100000000000.69314718060000000000
jj 1111035.41666666670.3333333333021.3862943611100000000000.69314718060000000000
dontemailme@anywhereintheknownuniverse.org0110000.5121.3862943611100000000000.69314718060000000000
l.rmv.mayne@uea.ac.uk0110000.5121.3862943611100000000000.69314718060000000000
bobbybeta@msn.com0110000.5121.3862943611100000000000.69314718060000000000
Hardy1111@hotmail.com1111010.3333333333021.3862943611100000000000.69314718060000000000
brabantj@milescc.edu1111101121.38629436110100000000000.6931471806000000000
damianl@online.microsoft.com1123101121.38629436110100000000000.6931471806000000000
konung@removethis.fromru.com1111101121.38629436110100000000000.6931471806000000000
None 0110000.5121.38629436110100000000000.6931471806000000000
9ql0-i6p7@spamex.com2112120.5021.38629436110100000000000.6931471806000000000
news@holmen.de0110000.5121.38629436110100000000000.6931471806000000000
rtmacphail@btc.pe.ca0110000.5121.3862943611100000000000.69314718060000000000
NOSPAMjaccos@eurostop.co.uk0110000.5121.3862943611100000000000.69314718060000000000
marina@roos.nodontwantspam.nl.com1111101121.38629436110100000000000.6931471806000000000
Li Kin 0110000.5121.3862943611100000000000.69314718060000000000
apluscomputer@earthlink.net111102880.3333333333021.3862943611100000000000.69314718060000000000
chris@nzweb.net3113030.2021.3862943611100000000000.69314718060000000000
James C 0110000.5121.3862943611100000000000.69314718060000000000
wiLL 0110000.5121.38629436110100000000000.6931471806000000000
=?Utf-8?B?Q29uZnVzZWQ=?= 111102860.50.521.38629436110100000000000.6931471806000000000
=?Utf-8?B?Skph?= 0110000.5121.3862943611100000000000.69314718060000000000
tekkamichael@hotmail.com0120000.5121.3862943611100000000000.69314718060000000000
Bob Milton 0110000.5121.38629436110100000000000.6931471806000000000
bob@mundayss.com1111101121.38629436110100000000000.6931471806000000000
Elly 0110000.5121.3862943611100000000000.69314718060000000000
frchen@online.microsoft.com0110000.5121.3862943611100000000000.69314718060000000000
Sfrancois.starnaudP@Avideotron.caM0110000.5121.3862943611100000000000.69314718060000000000
google@timandrews.net0110000.5121.38629436110100000000000.6931471806000000000
rohtash_nospam@sqlmantra.com0110000.5121.3862943611100000000000.69314718060000000000
DLipman~nospam~@Verizon.Net0110000.5121.38629436110100000000000.6931471806000000000
MattT 0110000.5121.3862943611100000000000.69314718060000000000
Carey 1111088.56666666670.3333333333021.3862943611100000000000.69314718060000000000
antoine.golio@123multimedia.com1111043.08333333330.3333333333021.3862943611100000000000.69314718060000000000
=?Utf-8?B?cXVpY2twYXRo?= 0110000.5121.3862943611100000000000.69314718060000000000
derdy@alegreinc.com1111010.3333333333021.3862943611100000000000.69314718060000000000
David Brandt [MSFT] 0110000.5121.3862943611100000000000.69314718060000000000
Morgan 111107.30.3333333333021.3862943611100000000000.69314718060000000000
Marc Teale 0110000.5121.3862943611100000000000.69314718060000000000
beth.burrell@cae.com0110000.5121.3862943611100000000000.69314718060000000000
Be Yond 111102880.3333333333021.3862943611100000000000.69314718060000000000
bobby.davies@co.ramsey.mn.us0110000.5121.3862943611100000000000.69314718060000000000
hauer@DELETETHATsysdat.at0110000.5121.3862943611100000000000.69314718060000000000
stig.hagestande@damm.no1111101121.38629436110100000000000.6931471806000000000
Dave A 0110000.5121.38629436110100000000000.6931471806000000000
kovalev@start.com.au0110000.5121.3862943611100000000000.69314718060000000000
davidlea@online.microsoft.com0110000.5121.3862943611100000000000.69314718060000000000
Sander 21120626.27619047620.25021.38629436110100000000000.6931471806000000000
=?Utf-8?B?R2lsbHlMb2No?= 0110000.5121.3862943611100000000000.69314718060000000000
diasmith@online.microsoft.com0110000.5121.38629436110100000000000.6931471806000000000
no.spam_stuartgraham1@hotmail.com0110000.5121.3862943611100000000000.69314718060000000000
[email protected]*.REMOVE_THIS.*0110000.5121.3862943611100000000000.69314718060000000000
P.J. Maloney 0110000.5121.3862943611100000000000.69314718060000000000
kalewis76@hotmail.com0110000.5121.3862943611100000000000.69314718060000000000
dryan@integcorp.com0110000.5121.3862943611100000000000.69314718060000000000
Thomas Jensen0110000.5121.3862943611100000000000.69314718060000000000
therget@hq.adiscon.com0110000.5121.3862943611100000000000.69314718060000000000
hathoma@mysunrise.ch0110000.5121.3862943611100000000000.69314718060000000000
Colin@McGroarty.org0110000.5121.3862943611100000000000.69314718060000000000
Microsoft MVP Alvin for Windows Server 0110000.5121.3862943611100000000000.69314718060000000000
Elizabeth 111110110.500000100000000000.6931471806000000
Microsoft MVP T for Windows Server 0110000.510.500000000100000000000.6931471806000
Keith Isaacs 112210110.500000000100000000000.6931471806000
Novice Techie 111110110.5000000100000000000.693147180600000
davehickman@advnet.net2113100.66666666670.50.500000100000000000.6931471806000000
krsnetman@hotmail.com111210110.5000000100000000000.693147180600000
Adam Vayle 21121348.11611721610.500.50000000100000000000.69314718060000
Ivan Moreno 21121185.50.500.5000000100000000000.693147180600000
Val Mazur 0110000.5121.386294361100100000000000.693147180600000000
roger@tilialacus.net0110000.510.50000100000000000.69314718060000000
ssnews@utelesys.com2113100.66666666670.50.50000100000000000.69314718060000000
Chris P 0110000.510.50000000100000000000.69314718060000
abhishek-srivastava@nospam.net2122110720.5021.386294361100100000000000.693147180600000000
=?Utf-8?B?Q0I=?= 1111101121.386294361100100000000000.693147180600000000
Nadir 113310110.5000000000100000000000.693147180600
=?Utf-8?B?Um9i?= 0110000.510.5000000000100000000000.693147180600
jacobarich@hotmail.com411412283.67206382210.2500.500000100000000000.6931471806000000
=?Utf-8?B?QW5kcmVhcyBCbGFzY2hrZQ==?= 1111101121.386294361100100000000000.693147180600000000
Matthias@Tacke.de0110000.5121.386294361100100000000000.693147180600000000
Rob Wilks 21121851.18089133090.66666666670.50.50000000100000000000.69314718060000
J.deBoynePollard@tesco.net0110000.510.500000100000000000.6931471806000000
hobdey@bmhcdotcom.com21121408.03275090070.500.50000000100000000000.69314718060000
JC 111210110.500000100000000000.6931471806000000
djouungk@hotmail.com111110110.5000000000100000000000.693147180600
Rob C 111110110.5000000100000000000.693147180600000
Don Powell 111110110.50000000100000000000.69314718060000
=?Utf-8?B?Sm9lUw==?= 0110000.510.500000000100000000000.6931471806000
admin@contact.idv.tw111210110.500000000100000000000.6931471806000
jclaude@ukonline.co.uk2112100.833333333310.500000000100000000000.6931471806000
Saif Khan 111101167.42648740150.333333333300.5000000000100000000000.693147180600
=?Utf-8?B?TGF1cmVudCBCZXJ0aW4=?= 0110000.510.5000000000100000000000.693147180600
Scott 512512046.88057775560.36666666670.250.500000000100000000000.6931471806000
JL 111110110.5000000000100000000000.693147180600
Scott Allen 1121101121.386294361100100000000000.693147180600000000
=?Utf-8?B?RnJhbmsgVg==?= 111110110.5000000100000000000.693147180600000
Guoqi Zheng 312418210.3333333333021.386294361100100000000000.693147180600000000
naddame 211212303.33333333330.500.50000100000000000.69314718060000000
kjho@pml.ac.uk1111101121.386294361100100000000000.693147180600000000
cbaker@TheWorld.com0110000.510.50000100000000000.69314718060000000
asbr55_nospam_@dsl.pipex.com111110110.50000100000000000.69314718060000000
=?Utf-8?B?Q2hyaXMgUA==?= 111110110.50000000100000000000.69314718060000
Johnny Bravo 1112101121.386294361100100000000000.693147180600000000
Bill R 111110110.5000000000100000000000.693147180600
=?Utf-8?B?Q2VzYXIgRmVybmFuZGV6?= 0110000.510.500000000100000000000.6931471806000
rchinn@online.microsoft.com111110110.500000100000000000.6931471806000000
sendmenospam.web@sohopersonal.com111110110.5000000000100000000000.693147180600
arto-nospam@raiskio.com111110110.5000000000100000000000.693147180600
news@timmers.tk1111101121.386294361100100000000000.693147180600000000
=?Utf-8?B?U3RldmVuIFdpZWdhbmQ=?= 111210110.5000000100000000000.693147180600000
=?Utf-8?B?SmFzb24gTWFqb3I=?= 0110000.5121.386294361100100000000000.693147180600000000
=?Utf-8?B?TWljaGFlbCBMdXR6?= 0110000.510.50000000100000000000.69314718060000
farshadfarshad@msn.com111110110.5000000000100000000000.693147180600
sdnakhla@hotmail.com2112100.833333333310.5000000100000000000.693147180600000
Chris 21131414.74169712990.500.500000100000000000.6931471806000000
PCAFTER5@HOTMAIL.COM0110000.5121.386294361100100000000000.693147180600000000
danny 0110000.510.50000100000000000.69314718060000000
saraheclements@hotmail.com111110110.500000100000000000.6931471806000000
svbagley@hotmail.com111210110.5000000000100000000000.693147180600
211211609.79935064940.500.5000000100000000000.693147180600000
drew@pikepass.com411511984.35952380950.2500.50000100000000000.69314718060000000
blashblashblash@yahoo.com111210110.5000000100000000000.693147180600000
Jacob 111210110.50000000100000000000.69314718060000
=?Utf-8?B?Q29uZnV6bGUgQm95?= 0110000.510.50000000100000000000.69314718060000
Susan Bradley, CPA aka Ebitz - SBS Rocks [MVP] 111110110.50000100000000000.69314718060000000
Allan 21131220.37142857140.500.5000000100000000000.693147180600000
Dennis Woodward 0110000.510.50000100000000000.69314718060000000
111110110.500000000100000000000.6931471806000
nstrobel@zoominternet.nospam.net2112100.833333333310.500000100000000000.6931471806000000
loseyjf@NOSPAM-comcast.net0110000.510.500000100000000000.6931471806000000
Blair 212311195.09464285710.500.500000100000000000.6931471806000000
carpooldummy@hotmail.com0110000.5121.386294361100100000000000.693147180600000000
gjmoyer@hotmail.com212311609.79935064940.500.5000000100000000000.693147180600000
david jones 0110000.510.5000000100000000000.693147180600000
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David Francis 1001000.51100000000000000000000000
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0
0
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Torgeir Bakken (MVP)
*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
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. ***