NFAIS-Social Discovery in an Information Abundant World

Social Discovery
in an Information Abundant World
Ben Shneiderman
ben@cs.umd.edu @benbendc

Founding Director (1983-2000), Human-Computer Interaction Lab
Professor, Dept. of Computer Science
Member, Institute for Advanced Computer Studies

Miles Conrad Award Lecture
NFAIS, Feb. 28, 2011

Interdisciplinary research community
- Computer Science & Info Studies
- Psych, Socio, Poli Sci & MITH
(www.cs.umd.edu/hcil)

Design Issues

• Input devices & strategies
• Keyboards, pointing devices, voice
• Direct manipulation
• Menus, forms, commands
• Output devices & formats
• Screens, windows, color, sound
• Text, tables, graphics
• Instructions, messages, help
• Collaboration & Social Media www.awl.com/DTUI
Fifth E dition: 2010
• Help, tutorials, training
• Search • Vis u alization

Spotfire: Retinol’s role in embryos & vision

h ttp :/ re gis tration.s p otfire .com / val/ e fau lt_ e d u .as p
/ e d

NF
AI
Fact-Finding Search S
20
08

NF
AI
Discovery Process: Task Analysis S
20
08

S pecific fact finding (known-item s earch)
O n wh at d ay was Barack O b am a b orn? < G oogle s u cce e d s >

NF
AI
20
08


E xtended fact finding (vague query)
Wh at citie s d id Joh n M cC ain live in s ince h e b e cam e a S e nator?

E xploration of availability (vague res ult reques t)
Wh at ge ne alogical inform ation on Barack O b am a is at th e N ational Arch ive s ?

NF
AI
20
08


E xtended fact finding (vague query)
Wh at citie s d id Joh n M cC ain live in s ince h e b e cam e a S e nator?

E xploration of availability (vague res ult reques t)
Wh at ge ne alogical inform ation on Barack O b am a is at th e N ational Arch ive s ?

Open-ended brows ing and problem analys is (hidden as s umptions )
H ow h as Joh n M cC ain’s p os ition on th e e nvironm e nt ch ange d s ince 2001 ?

Mis match with metadata (requires exhaus tive s earch)
H ow h as Barack O b am a’s ch oice of cloth ing ch ange d d u ring h is cam p aign?

NF
AI
20
08

S pecific fact finding (known-item s earch

E xtended fact finding (vague query

E xploration of availability (vague res ult reques t

Open-ended brows ing and problem analys is (hidden as s umptions

Mis match with metadata (requires exhaus tive s earch

NF
AI
20
08

1 -m inu te fact finding (known-item s earch
S pecific

E xtended fact finding (vague query

We e ks
&E xploration of availability (vague res ult reques t
M onth s
Open-ended brows ing and problem analys is (hidden as s umptions

Mis match with metadata (requires exhaus tive s earch

NF
AI
Discovery Process: Design Challenges S 20
08
E nrich qu e ry form u lation

E xp and re s u lt m anage m e nt

E nab le long-te rm e ffort

E nh ance collab oration

D e al with s p e cial cas e s :
- Le gal, p ate nt & m e d ical s e arch e s re qu ire th orou gh ne s s
- P roving non-e xis te nce is d ifficu lt
- O u tlie r ite m s can b e critical
- Brid ging ite m s can b e critical

NFAIS 2011: Social Discovery

• Facebook minutes exceed Google minutes


• Social referral exceeds solitary search

Social Referral Exceeds Solitary Search

S earch and Res cue: How to B ecome Findable and S hareable in S ocial Media
h ttp :/ s e arch e ngine watch .com /
/ 3639969

h ttp :/ u kwe b focu s .word p re s s .com / 0/ 09/ ocial-d is cove ry-is -b e ating-trad itional-s e arch /
/ 201 06/ if-s


• Ambitious challenges generate powerful collaborations


• Shift to App discovery & mobile search


• Shift to App discovery & mobile search
• Social Social Social Social Social Social Social Social
Social Social Social Social Social Social Social Social

Discovery Process: Visual Analytics

S ens e-Making Loop

•Information S eeking

•Information Foraging

•E xploration  Ins ight

•Pres ent Res ults

Th om as & C ook, Ilum inating the P ath (2004)
l

Social Discovery: New Media Lifestyle

Pros umption C ycle

•Producers & C ons umers

•Us er Generated C ontent

•C rowds ourcing

•C ollective Intelligence

h ttp :/ www.s ocialtim e s .com /
/ 2008/ ne w-m e d ia-life cycle -s ocial-d is cove ry/
07/

New Media Lifecycle

The New Media Lifecycle and S ocial Dis

O ve r th e p as t fe w years I have become inc reas ingly active in all p h as e s of wh at I now d e fine th e “ne w m e d ia life cycle ”. All of th e s e “tools ” th at ne w te ch nology com p anie s are
cre ating are for th e m os t p art trying to m ake at le as t o ne p h as e of th is cycle m o re e fficie nt. I d e fine th e ne w m e d ia life cycle as the stage s through which ne w m e d ia typ icaly fl l ows.
N ot ve ry com p le x!
To e xp e ct ne w m e d ia to flow in any co ntinu o u s d ire ction is lu d icrou s b u t I h ave fo u nd th e re to b e th re e s tage s th at ne w m e d ia flo ws th rou gh . I th ink d e te rm ining a s tarting p oint of
ne w m e d ia is th e s am e as d e te rm ining wh at cam e firs t, th e ch icke n o r th e e gg. As s u ch , yo u co u ld e nte r th e ne w m e d ia life cycle at any p oint d u ring one of th e following th re e
p h as e s :
•C onte nt C re ation – Au d io, vid e o, te xt and im age s are all typ e s o f co nte nt th at is p rod u ce d in ne w m e d ia. In contras t to d ays of old , m e d ia can now b e p rod u ce d b y anyb od y, not j s t u
th e large m e d ia com p anie s .
•C onte nt D iscove ry – D is co ve ry is p rob ab ly th e m os t im p o rtant p h as e o f th e life cycle fo r te ch nolo gy com p anie s as th e y are th e one s d e ve lop ing th e tools for d is cove ry.
•C onte nt C onsum ption – C o nte nt can b e cons u m e r in p ractically an infinite nu m b e r of ways . Th e cons u m e r is th e one th at ch oo s e s th e m e d iu m th e y p re fe r. It can b e m ob ile p h one s ,
com p u te rs , te le vis ions , s te re o s o r a nu m b e r o f oth e r m e d iu m s .
O ne oth e r im p ortant th ing to note is th at th e re is no re q u ire m e nt to b e p art of th e co nte nt cre ation p h as e as a cons u m e r. S o on e no u gh conte nt cre ation will b e an activity th at
p ractically e ve ry cons u m e r e ngage s in wh e th e r th e y like it or not. Th e ir activitie s will au tom atically d ictate th e cre ation o f co nte nt. F o r now th ou gh , it is s till p os s ib le to s im p ly watch
wh at is going on.
S oc ial Dis c overy
I th ink s ocial d is cove ry is o ne o f th e m os t fas cinating p arts o f th e ne w m e d ia life cycle b e cau s e we are s o e arly in d e te rm ining th e m o s t e fficie nt way of s ocial d is cove ry. S e arch h as
now b e e n d om inate d b y G o ogle and wh ile ne w com p anie s atte m p t to attack wh at is incre as ingly b e com ing a m o no p oly, m os t com p anie s h ave re alize d th at th e s p ace of s ocial
d is cove ry h as ye t to d e clare a winne r.
Wh at is s ocial d is cove ry e xactly? We ll s ocial d is co ve ry is th e usage of social tool to find re l vant conte nt. A s ocial too l is a syste m which e nab l s the sharing of conte nt with othe r
s e e
use rs. Th at conte nt can b e as s im p le as th e activitie s u s e rs are e ngage d in s u ch as “N ick j s t p laye d M o u s e H u nt on F ace b o ok” to th e m od ification of m y s ocial p rofile to th e s h aring
u
of a vid e o, im age or s ong th at I th ou gh t was good .
S om e h ave s u gge s te d th at th e cu rre nt b attle on th e s ocial we b is ove r th e m o s t e fficie nt ne ws fe e d . I th ink it s h ou ld b e fram e d ins te ad as th e b attle ove r m aking th e m os t e fficie nt
s ocial d is cove ry tool. F e e d s are s im p ly o ne way of d is p laying conte nt. It m ay ve ry we ll b e th at fe e d s are th e m o s t e ffe ctive way of d is p laying th at conte nt b u t I th ink th is is s till u p for
d e b ate .
O ve r th e p as t fe w we e ks as m y d igital s o cial activity h as b e com e s tre tch e d acro s s F rie nd F e e d , Twitte r, P lu rk, F ace b oo k and o th e r p lace s , I h ave b e gu n to as k m ys e lf wh e re th e re al
valu e is in any of th e s e th ings . Th e re ality is th at a valu ab le com m u nity th at I fe e l conne cte d to is m o s t im p ortant. As we s trive to b u ild ne w te ch nologie s th at h e lp u s conne ct m ore
e fficie ntly I th ink in th e e nd all th at m atte rs is th e com m u nity.
E m ail continu e s to b e an e xtre m e ly b as ic form of co m m u nication b u t wh at m ake s it s o p o we rfu l is th at I can acce s s anyb od y via e m ail. E ve n th ou gh it h e lp s , it d oe s n’t re ally m atte r if
you r te ch nology is th e m os t e fficie nt. Wh at m atte rs m o re is th at you r te ch nology h as a com m u nity b acking it. As th e e arly ad op te rs ch as e afte r th e late s t s h iny s ocial ob j ct trying to
e
d is s e ct th e p ros and cons o f e ach fe atu re , I’d wait to s e e wh e re th e re al co m m u nitie s form .
In m y own op inion, wh ile s ocial d is cove ry h as ye t to b e m o ne tize d e ffe ctive ly, s ocial d is cove ry cu rre ntly p ro vid e s th e gre ate s t op p ortu nity for b re akth rou gh growth .

h ttp :/ www.s ocialtim e s .com /
/ 2008/ ne w-m e d ia-life cycle -s ocial-d is cove ry/
07/

Social Bookmarking: del.icio.us & connotea

Collaboration: Tagging & voting

Treemap: Digg Overview

www.hivegroup.com

Quora

S e arch qu e s tion top ics
R e ad qu e s tions
R e ad ans we rs
from nam e d s ou rce s
R ate & contrib u te

VIVOweb: Enabling Networking of Scientists

Biodiversity: Encyclopedia of Life

eol.org

NASA Clickworkers: Crowdsource Science

Collaboratories: Discovery Communities

Bos e t al.,

O ls on, G ary M ., Zim m e rm an, Ann, & Bos , N ath an. (2008)
S cie ntific C olab oration on the Inte rne t. MIT P re ss.
l

Social Marketplace: Mechanical Turk

Social Challenge: Netflix Prize

Social Search/Discovery: Active & Passive

TopCoder: Asking for Programming Help

• Linux, Mozilla, Apache,...
• CrisisCamp, Sahana, Hackathons, ....

Social Discovery

Social
Discovery Create Capacity Seek Solution

Individual Tag, Comment, Ask questions,
Rate, Review, Offer challenge,
Summarize Request collaboration,
Seek experts

Community Establish thesauri, Give answers,
Prepare catalogs, Respond to challenge,
Aggregate knowledge, Discuss alternatives,
Organize resources Offer advice

From Reader to Leader:
M otivating Te ch nology-M e d iate d S ocial P articip ation

All Reader Contributor Collaborator
` Leader
Users

P re e ce & S h ne id e rm an, AIS Trans. H um an-C om p ute r Inte raction1 (1 ), 2009
aisel.aisnet.org/thci/vol1/iss1/5/

Motivating Readers

Usability Sociability
Interesting & relevant content presented in Encouragement by friends, family,
attractive, well-organized layouts respected authorities, advertising

Frequently updated content with Repeated visibility in online, print,
highlighting to encourage return visits television, other media

Support for newcomers: tutorials, animated Understandable norms & policies
demos, FAQs, help, mentors, contacts

Clear navigation paths  Sense of belonging: recognition of
sense of mastery and control familiar people & activities

Universal usability: novice/expert, small/large Charismatic leaders with visionary
display, slow/fast network, multilingual, goals
support for users with disabilities

Interface design features to support reading, Safety & privacy
browsing, searching, sharing

Motivating C ontributors

Low threshold interfaces to encourage Support for legitimate peripheral
small contributions (no login) participation

High ceiling interfaces that allow large Chance to build reputation over time
frequent contributions while performing satisfying tasks

Visibility for users’ contributions & impact - Recognition for the highest quality
aggregated over time & quantity of contributions

Visibility of ratings & comments Recognition of a person’s specific
expertise

Tools to undo vandalism, limit malicious Policies & norms for contributions
users, control pornography & libel

Motivating C ollaborators

Ways to locate relevant & competent Atmosphere of empathy & trust that
individuals to form collaborations promotes belonging to the community &
willingness to work within groups to
produce something larger

Tools to collaborate: communicate Altruism: a desire to support the
within groups, schedule projects, community, desire to give back,
assign tasks, share work products, willingness to reciprocate
request assistance

Visible recognition collaborators, e.g. Ways to develop a reputation for
authorship, citations, links, themselves & their collaborators;
acknowledgements develop & maintain status within group

Ways to resolve differences Respect for status within the community
(e.g. voting), mediate disputes &
deal with unhelpful collaborators

Motivating Leaders

Leaders are given higher visibility & Leadership is valued and given an
their efforts are highlighted, sometimes honored position & expected to meet
with historical narratives, special expectations
tributes, or rewards

Leaders are given special powers, e.g. Respect is offered for helping others &
to promote agendas, expend resources, dealing with problems

or limit malicious users
Mentorship efforts are visibly celebrated, Mentors are cultivated & encouraged
e.g. with comments from mentees

NodeXL:
Network Overview for Discovery & Exploration in Excel

www.codeplex.com/nodexl

NodeXL: Import Dialogs


Tweets at #WIN09 Conference: 2 groups

Tweets at #NFAIS11 Conference: Sunday
S ize b y Be twe e nne s s C e ntrality

Tweets at #NFAIS11 Conference: Sunday

Tweets at #NFAIS11 Conference: Monday
S ize b y Be twe e nne s s C e ntrality

Tweets at #NFAIS11 Conference: Monday
S ize b y Be twe e nne s s C e ntrality, C olor b y C lu s te r

Kodak Twitter Community

www.cod e p le x.com / e xl/
nod

Oil Spill Twitter Community

nod

CHI2010 Twitter Community

nod

NodeXL: HIPAA, F-R layout, Size by Followers


NodeXL: HIPAA, H-K layout, extract smalls,
size by Tweets


NodeXL: HIPAA, H-K, Size by Betweenness Centrality


Flickr clusters for “mouse”

C omputer Mickey

A nimal

Analyzing Social Media Networks with NodeXL
I. Getting S tarted with A nalyzing S ocial Media Networks
1 . Introd u ction to S ocial M e d ia and S ocial N e tworks
2. S ocial m e d ia: N e w Te ch nologie s of C ollab oration
3. S ocial N e twork Analys is

II. NodeXL Tutorial: Learning by Doing
4. Layou t, Vis u al D e s ign & Lab e ling
5. C alcu lating & Vis u alizing N e twork M e trics
6. P re p aring D ata & F ilte ring
7. C lu s te ring &G rou p ing

III S ocial Media Network A nalys is C as e S tudies
8. E m ail
9. Th re ad e d N e tworks
1 0. Twitte r
1 1 . F ace b ook
1 2. WWW
1 3. F lickr
1 4. You Tu b e
1 5. Wiki N e tworks

www.elsevier.com/wps/find/bookdescription.cws_home/723354/description

Social Media Research Foundation

R e s e arch e rs wh o want to
- cre ate op e n tools
- ge ne rate & h os t op e n d ata
- s u p p ort op e n s ch olars h ip

M ap , m e as u re & u nd e rs tand
s ocial m e d ia

S u p p ort tool p roj cts to
e
colle ction, analyze & vis u alize
s ocial m e d ia d ata.

smrfoundation.org

UN Millennium Development Goals

To b e ach ie ve d b y 201 5
• E rad icate e xtre m e p ove rty and h u nge r
• Ach ie ve u nive rs al p rim ary e d u cation
• P rom ote ge nd e r e qu ality and e m p owe r wom e n
• R e d u ce ch ild m ortality
• Im p rove m ate rnal h e alth
• C om b at H IV/ S , m alaria and oth e r d is e as e s
AID
• E ns u re e nvironm e ntal s u s tainab ility
• D e ve lop a glob al p artne rs h ip for d e ve lop m e nt

28th Annual Symposium
May 25-26, 2011

www.cs.umd.edu/hcil

Social Search/Discovery: Active&Passive

• Create content: scanned & born digital
• Individual & group efforts
• Improve info quality
• consistency, clarity, completeness
• currency, sourced, linked

• Organize data: taxonomies, tagging, rating
• Common queries, results ranking, query refinement
• Interpreting & organizing results

S ocial m e d ia h as fu nd am e ntally ch ange d th e way th at p e op le d is cove r p rod u cts ,
s e rvice s and conte nt. It's no longe r s im p ly ab ou t th e old m e th od of p rod u ct, p rice and
p lace m e nt, it's ab ou t re le vance , valu e and virality. As th e e ffe ctive ne s s of trad itional
online m arke ting continu e s to d e cline , h ow can you b e s u re th at you r m e s s age is not
only ab s orb e d , b u t e m b race d , p as s e d along and vie we d as valu ab le ? Th e re h ave
alre ad y b e e n p le nty of s tu d ie s cond u cte d th at s h ow u s th at
word of m ou th is th e m os t tru s te d s ou rce of inform ation for inte rne t u s e rs . It's p rob ab ly
fair to s ay th at word of m ou th is th e m os t tru s te d m e th od of d is cove ry and influ e nce in
ge ne ral. I'm m u ch m ore like ly to go s e e a m ovie if a good frie nd te lls m e I'll like it
ve rs u s s e e ing an ad .
h ttp :/ h e avyb agm e d ia.com / log/
/ b 2008/ 1 / m axim izing-s ocial-d is cove ry-op p ortu nitie s -o n-th e -s ocial-we b
1 28/

“N oovo is a social d iscove ry p l atform that he l s
p
use rs contrib ute , find and share highl re l vant
y e
conte nt in the sim p l st p ossib l way,”
e e

Social Discovery
Social
Discovery Create Capacity Seek Solution
Individual Tag, Comment, Ask questions,
Rate, Review, Offer challenge,
Summarize Request collaboration,
Seek experts

Community Establish thesauri, Give answers,
Prepare catalogs, Discuss alternatives,
Aggregate knowledge, Respond to challenge,
Organize resources Offer advice

S ocial Dis covery in an Information A bundant World
Be n S h ne id e rm an ben@cs.umd.edu Twitter @benbendc
U nive rs ity of M aryland , F ou nd ing D ire ctor (1 983-2000), H u m an-C om p u te r Inte raction Lab
P rofe s s or, D e p artm e nt of C om p u te r S cie nce , M e m b e r, Ins titu te fo r Ad vance d C om p u te r S tu d ie s
M ile s C onrad Award Le ctu re N F AIS , F e b ru ary 28, 201 1

Asking for Help

• Requests to your community
• Posts to discussion groups
• Questions to free answer services
• Questions to paid answer services
• Mechanical Turk
• Quora
• Innocentive

Forming Collaborations

• Find fellow searchers with shared interests
• Hire staff to follow your leadership
• Recruit domain experts to work with you
• Hire team to provide diverse skills

Social Search/Discovery: Active & Passive

• Early systems: GroupSearch, CoSearch, Ariadne
• Tagging: Digg, Connotea
• Rating, Ranking, Reviewing
• Social Search: Wikia Search
• Facebook & Twitter requests

U.S. Library of Congress

• Scholars, Journalists, Citizens
• Teachers, Students

Visible Human Explorer (NLM)

• Doctors
• Surgeons
• Researchers
• Students

NASA Environmental Data

• Scientists
• Farmers
• Land planners
• Students

Bureau of the Census

• Economists, Policy
makers, Journalists

• Teachers, Students

NSF Digital Government Initiative

• Find what you need
• Understand what you Find
Census,
NCHS,
BLS, EIA,
www.ils.unc.edu/govstat/
NASS, SSA

Information Visualization

• Visual bandwidth is enormous
• Human perceptual skills are remarkable
• Trend, cluster, gap, outlier...
• Color, size, shape, proximity...

• Three challenges
• Meaningful visual displays of massive data
• Interaction: widgets & window coordination
• Process models for discovery:

ManyEyes: A web sharing platform

http://manyeyes.alphaworks.ibm.com/manyeyes

NFAIS-Social Discovery in an Information Abundant World

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