book

Analyzing the Social Web

by Jennifer Golbeck

February 2013

Beginner

290 pages

8h 16m

English

Morgan Kaufmann

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Analyzing the social webA brief history of the social webWebsites discussedTools usedExercises

Basics of network structureRepresenting networksBasic network structures and propertiesExercises
Describing nodes and edgesDescribing networksExercises
Graph layoutVisualizing network featuresScale issuesExercises
The role of tie strengthMeasuring tie strengthTie strength and network structureTie strength and network propagationExercises
Defining trustNuances of trustMeasuring trustTrust in social mediaInferring trustNetwork-based inferenceSimilarity-based trust inferenceExercises
Analyzing attributes and behaviorExercises
Modeling networksSampling methodsEgocentric network analysisExercises
Link predictionEntity resolutionIncorporating network dataLink prediction: Case study—Friend recommendationEntity resolution: Case study—Finding duplicate accountsConclusionExercises
Epidemic modelsThreshold modelsThe firefighter problemStochastic modelsApplications of epidemic models to social mediaExercises
Supporting technologies for community-maintained resourcesUser motivationsExercises
Location technologyMobile location sharingLocation-based social media analysisPrivacy and location-based social mediaConclusionsExercises
Social sharing and social filteringAutomated recommender systemsCase study: Reddit voting systemCase study: Trust-based movie recommendationsConclusionsExercises
Analyzing public-sector social mediaCase study: Social media to solve an attempted child abductionCase study: Congressional use of twitterCase study: Predicting elections and astroturfingExercises
Measuring successBroadcast example: Will it Blend? Marketing campaignInteraction and monitoring example: Zappos customer serviceSocial media failure example: Celeb boutique and the NRAConclusionsExercises
Privacy policies and settingsAggregation and data miningData ownership and maintaining privacy onlineRespecting privacy in social media analysisExercises
IntroductionRelated work and background of the zombie apocalypseNetwork strategies for the individual: Avoiding infectionNetwork strategies for the government: Stopping the spreadNetwork strategies for the individual: Obtaining informationNetwork strategies for the government: Information sharingExercises

Overview

Analyzing the Social Web provides a framework for the analysis of public data currently available and being generated by social networks and social media, like Facebook, Twitter, and Foursquare. Access and analysis of this public data about people and their connections to one another allows for new applications of traditional social network analysis techniques that let us identify things like who are the most important or influential people in a network, how things will spread through the network, and the nature of peoples' relationships. Analyzing the Social Web introduces you to these techniques, shows you their application to many different types of social media, and discusses how social media can be used as a tool for interacting with the online public.

Presents interactive social applications on the web, and the types of analysis that are currently conducted in the study of social media
Covers the basics of network structures for beginners, including measuring methods for describing nodes, edges, and parts of the network
Discusses the major categories of social media applications or phenomena and shows how the techniques presented can be applied to analyze and understand the underlying data
Provides an introduction to information visualization, particularly network visualization techniques, and methods for using them to identify interesting features in a network, generate hypotheses for analysis, and recognize patterns of behavior
Includes a supporting website with lecture slides, exercises, and downloadable social network data sets that can be used can be used to apply the techniques presented in the book