An Overview of Methods for Virtual Social Networks AnalysisPart 2 – TMLee (persuade@gmail.com)

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Index

1.4.2. Network Data Visualization

– Graphs

– Matricies

– Maps

– Hybrid Appraoch

1.5. Application Scenario : The Case of LinkedIn

– First Phase

– Second Phase

1.6. Conclusion

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1.4.2. Network Data Visualisation

Definition

– Any technique used to create images, diagrams, or animations in order to communicate a message

Why we needs this?

– Quickly communicate rich messages (communication)

– Discover new, previously unknown facts and relationships (discovery)

– Get better insight into things we already know (insight)

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1.4.2.1. Graphs

A graph is a structure used for modelling information

Components

– Nodes (actors)

– Edges (communication paths)

F

D E

A

BC

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1.4.2.1. Graphs

Types of Graphs

Undirected Graph Directed Graph Weighted Graph

Planar Graph Orthogonal Graph Grid-based Graph

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1.4.2.1. Graphs An example of graph for network analysis

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1.4.2.2. Matrices

A matrix is a rectangular array of elements, which can be numbers.

F

D E

A

BC

0001000

0000000

0001011

1010100

0001010

0010101

0010010

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1.4.2.2. Matrices

Types of matrices.

Row matrix

Column matrix

Square matrix

Identity matrix

Digonal matrix Skew-symmetric matrix

Symmetric matrix Triangular matrix

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1.4.2.2. Matrices

Raw data, Matrix, Graph

Q: I want to find Q: I want to find sociological sociological information. Who is information. Who is the the outsideroutsider??

Robert likes Sara.Robert likes Sara.Sara likes Ray.Sara likes Ray.Ray likes Justine.Ray likes Justine.Justine likes nobody Justine likes nobody but Ray.but Ray.Sara also likes Sara also likes Robert.Robert.Ray likes Sara.Ray likes Sara.Robert likes Ray.Robert likes Ray.Ray likes RobertRay likes Robert

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1.4.2.3. Maps

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1.4.2.3. Maps

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1.4.2.4. Hybrid Approach

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1.5. Application Scenario : The Case of LinkedIn

Analyse the Virtual Social Networks LinkedIn.

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1.5.1. First Phase

Gathering social information by ego-centric approach.

Ego-centric approach

Questionnaire

Robert

AnswerQ1 : How many actors have you been in ragular contact with in the last 7 days?

Q2 : Please name the actors and indicate the gender and the age.

Q3 : Of the actors you have regular contact how many are - Sex-partners - Friends - Acquaintances

Q4 : Please indicate which of the actors you have named have been in regular contact with any of the other actors you have named

Q1 : 11

Q2 : Ray(M,22), Crystal(M,23), Livia(F,30), Justine(F, 26), SaraM(F, 28), Victor(M,32), Hallio(M,36), Blaine(M,29), Kellan(M,28), Jacx(M,30), Sara(F,27)

Q3 : - Sex-partners : 1 (Sara) - Friends : 8 - Acquaintances : 2 (Blaine; Jacx)

Q4 :• Crystal is in regular contact with Victor• Livia has been in regular contact with Sara, Victor, and Justine• Justine: is in regular contact with Livia, Sara, and SaraM• SaraM: is in regular contact with Sara, Justine, Kellan, Bleine, and Hallio• Victor is in regular contact with Crystal, Hallio, and Livia• Hallio is in regular contact with Victor, SaraM, Bleine, and Jacx• Bleine is in regular contact with Hallio, Jacx, Sara, and SaraM• Kellan is in regular contact with SaraM• Jacx has in regular contact with Blaine, Hallio, and Sara• Sara is in regular contact with Livia, Blaine, and SaraM

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1.5.1. First Phase Ego-centric approach

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1.5.2. Second Phase

Focused on the dynamics of the overall social group

Socio-centric approach

QuestionnaireQ1 : How close is … to you?

Q2 : How comfortable do you feel to discuss with …?

Q3 : How much do you trust …?

Answer

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1.6. Conclusion

In Chapter 1,

Definition of Virtual Social Networks

The motivations that lead people to join Virtual Social Networks.

Virtual Social Network analysis

– Data collection

– Visualization

• Communication

• Discovery

• Insight