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The 5th IEEE International Conference on Social Computing (SocialCom 2013) / Washington, DC, USA / 10th September 2013
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Copyright 2013 INSIGHT Centre for Data Analytics. All rights reserved.
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
“I Like” – Analysing Interactions within Social Networks to Assert the
Trustworthiness of Users, Sources and Content
Owen Sacco & John G. [email protected] & [email protected]
ASE/IEEE SocialCom 2013Washington, DC, USA
Tuesday 10th September 2013
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
Introduction
Current Social Networks: Provide generic privacy settings for sharing information Do not take user’s trust into account
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
Introduction
In reality, we only share parts of our information with whomever
we trust
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
Social Factors
Trust judgments are influenced by Social Factors:
Past interactions with a person Opinions of a person’s actions Other people’s opinions Rumours Psychological factors impacted over time Life events and so forth
These can be hard to compute since the information required is limited and unavailable in Social Networks
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
Research Questions
1. What is the user’s perception of trust?
2. Which information extracted from Social Networks is useful for computing trust?
3. For what and for whom can trust be computed from the information in Social Networks?
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
User Survey
To analyse how trust can be inferred from Social Networks
We focus on whether trust can be asserted from user interactions within the Social Networks
User interactions with: Other users Content shared within the Social Networks
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
User Survey
User interactions:
Sharing of content from external sources
Re-sharing or retweeting content
“Like”, or “+1” or “favourite”
Comments or replies
Tags or mentions
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
User Survey
178 participated in the survey: 65% male and 35% female
Age:
Social Network Accounts:
Age Category Participants
18 - 20 3%
21 - 29 45%
30 - 39 32%
40 - 49 13%
50 - 59 6%
60+ 1%
Social Networks Participants
Facebook 88%
Google+ 69%
Twitter 82%
LinkedIn 85%
None of the Above 1%
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
User Survey
Occupations of participants
Occupation Categories Participants
Computer and Mathematics 59%
Education, Training and Library 26%
Business and Financial 13%
Management 8%
Architecture and Engineering 6%
Arts, Design, Entertainment, Sports and Media 5%
Life, Physical and Social Sciences 3%
Office and Administrative Support 2%
Healthcare Support 1%
Community & Social Service 1%
Sales 1%
Unemployed 1%
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
User Survey
Two parts: 1. Usage Patterns
2. User’s Trust Perception in Social Networks
Usage Patterns: how often users use each social user interaction and on which Social Network
User’s Trust Perception: analyses what users trust when they use these social user interactions
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
How often do you share content from external sources within Facebook, Google+, Twitter and LinkedIn?
User Survey: Usage Patterns
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
User Survey: Usage Patterns
How often do you re-share or retweet what other users share within Facebook, Google+, Twitter and LinkedIn?
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
User Survey: Usage Patterns
How often do you use the like, +1 and favourite buttons on Facebook, Google+, Twitter and LinkedIn?
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
User Survey: Usage Patterns
For what do you use the like, +1 and favourite buttons on Facebook, Google+, Twitter and LinkedIn?
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
User Survey: Usage Patterns
How often do you comment or reply on Facebook, Google+, Twitter and LinkedIn?
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
User Survey: Usage Patterns
How often do you tag or mention other users on Facebook, Google+, Twitter and LinkedIn?
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
User Survey:User’s Trust Perception
What is your perception of the meaning of the word “Trust”?
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
User Survey:User’s Trust Perception
What do you trust when you share external content into Facebook, Google+, Twitter and LinkedIn?
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
User Survey:User’s Trust Perception
What do you trust when you re-share or retweet content within Facebook, Google+, Twitter and LinkedIn?
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
User Survey:User’s Trust Perception
What do you trust when you like, +1, or favourite within Facebook, Google+, Twitter and LinkedIn?
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
User Survey:User’s Trust Perception
What do you trust when you comment or reply to posts within Facebook, Google+, Twitter and LinkedIn?
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
User Survey:User’s Trust Perception
What do you trust when you tag or mention other users within Facebook, Google+, Twitter and LinkedIn?
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
User Survey:User’s Trust Perception
What do you trust when you are tagged or mentioned within Facebook, Google+, Twitter and LinkedIn?
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
User Survey:Summary
Overall Participants’ Activity of Social User Interactions
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
User Survey:Summary
Overall Participants’ Perception of Trust
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
Asserting Trust:Trusting the Source
Trust for the source can be asserted from: The share button The re-share or retweet buttons
Trusting the source:
» τ denotes the user’s subjective trust value for a particular source
» w denotes the trust a third party user has in the user’s social graph
» s denotes the number of shares and re-shares related to the source
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
Asserting Trust:Trusting the Content
Trust for content can be asserted from: The share button The re-share or retweet buttons The like, +1 and favourite buttons
Trusting the content:
» τ denotes the user’s subjective trust value for a particular content
» w denotes the trust value a third party user has in the user’s social graph
» c denotes the number of shares, re-shares, likes, +1s and favourites related to the content
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
Asserting Trust:Trusting the User
Trust for the user (i.e. requester) can be asserted from: The like, +1 and favourite buttons The comments or replies to posts The tags of the requester tagged by the information owner The tags of the information owner tagged by the requester
Trusting the user (i.e. requester):
» τ denotes the user’s subjective trust value for a particular requester
» r denotes the number of likes, +1s, favourites, comments, replies and tags related to the user and the requester
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
Conclusion & Future Work
We focused on: Analysing the user’s perception of trust and How trust can be inferred from Social Networks
User survey that analysed the usage patterns and the user’s trust perception of: The share button The re-share or retweet buttons The like, +1 or favourite buttons The comment or reply buttons The tag or mention buttons/options
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
Conclusion & Future Work
The results have revealed that users are concerned with asserting trust for: The source that created the content The content The user requesting personal information
Future work: Implementing the trust assertions in our Privacy
Preference Framework (see previous publications)– To enforce privacy preferences based on these trust
assertions
INSIGHT Centre for Data Analytics www.insight-centre.org
Semantic Web & Linked Data Research Programme
Thanks!