Introduction to Social Media and Personalized Information Retrieval

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Giuliano Iacobelli
Corso di Sistemi Intelligenti per Internet
2011/2012

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Giuliano Iacobelli Corso di Sistemi Intelligenti per Internet

I’ b S


L ’ p p r ..

• 2 Billions internet users
• Facebook states 4 degrees of separation
• 800 Millions users
• 47% of internet users use at least one Social Network
• 250 Millions of tweet a day
• More than 1 Trillion of web pages on the internet

M v


L ’ pb

Social media: media for social
interaction, using highly accessible and
scalable publishing techniques [and]
web-based technologies to transform and
broadcast media monologues into social
media dialogues.


1. r


2. B vr w r


W S M ?

“Social media is bringing humanity to
all digital life.
We are no longer users, consumers,
shoppers.

We are people again.”

Read Write Web, 2009


G w ?

Social Networks
are REAL bullshits!
places


r p

• Engage new people
• Share resources
• Discuss with your friends and others
• Play with your friends and others
• Handle your relations
• Interact with your friends

..but it’s just digital!

S N w r r r

Three Elements of Social Design
Social Design deﬁnes how we understand ourselves and
each other and can be broken down into three core
elements: Identity, Conversation and Community.
• Community refers to the people we know and trust
and who help us make decisions.
• Conversation refers to the various interactions we
have with our communities.
• Identity refers to our own sense of self and how we
are seen by our communities.


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W ’ pp ?

#londonriots

H r p O.S.


S F b


Fr M M ...


.. S M


S r r

Social media is a logical extension of
what we’ve been doing for centuries.
The technology and medium has changed,
but the same driving need to connect, learn,
express, share and interact has not.


N wC v r P r

From To


M p 2003


M p


Br f b


S fS M Gr f

1. It’s a kid’s thing / It’s just a fad
2. I have better things to do with my time
3. With Facebook we are covered / Let’s just
do a blog
4. Social media is takin over the world
5. Social Media has changed my life

Scott Monty - Social media strategist @Ford


Lvr w r ﬀ

Facebook population

Friends of fans
60M friends

Fan base
My friend likes this brand
500K fans
Ads with friends US data


S M P rv v


S M Rv


.. r fr ?

Any given is free. In what sense? Free in the meaning of ”I
Dont need to take my credit card”. Have you ever read the
service terms and agreement?

You got your login, but since they are the provider, whatever
information you put in their servers, they can actually use it
for other means.

Were are actually paying with our privacy, you can lock your
page and proﬁle but all this data is always going to be on
somebody else's machine.


I r fr ?


S b rpr f..

• you see Ads about local wedding planners after you
change your relationship status to “Engaged”
• you see an Ad about betting company after your post
about losing a bet
• you become fan of Jay-Z and your friends receive ads
telling them that you like the hip hop rapper
• and so on..


.. r !

“No KGB or CIA ever had 1200 pages about an average citizen” - Max Scherms


Fr G r I f r
R r v ..
The web has become a terriﬁc repository of that and human
knowledge.

Generic information retrieval (GIR) system have been developed but
the increasing amount of information would require the users to have
IR skills in obtaining the required information such as query
formulation as well as some knowledge in the context of their
information need.

Thus, the performance of the GIR systems in meeting the users’
information need would vary depending on the users and their
expertise. So it’s not always and easy task for the average user to
ﬁnd what he’s looking for.


.. P r I f r
R r v

Such circumstances, togheter with the availability of much more data
and user proﬁling algorithm motivate researches to look for an
alternative: personalized information retrieval (PIR) system

Unlike GIR systems, PIR systems would try and provide the
information that the users need without asking for it implicitly. This is
done through the PIR system’s knowledge about the users as well as
the ability to determine the context of the users’ information need.

Thus, the performance of PIR systems is less dependent on the
expertise of the users


Ev r b ..

Where are we going?


I f r vr


U r r


Tr :R
An internet joke. Rick Rolling is an internet spam trick in which people
post a link to a Rick Astley video on Youtube, but say the viewers of the video are
being led to another video, usually proof of unconﬁrmed gaming news or trailers.


W r r ?


S M pp r


w r f M I .’

“We are CEOs of our own
companies: Me Inc. To be
in business today, our
most important job is to
be head marketer for the
brand called you”

Tom Peters


br

Is a person’s gut feeling about a product,
service, or company.


Pr br

Your Personal Brand is the perception
that people have of you, as compared to
other people in similar positions.

Brands are built on what people are saying about
you – not what you are saying about yourself.
Guy Kawasaki


F (1000?) r f

Build a following and new deal ﬂow
will come your way


S r b


F r f


S r r

In the curation era, become known
as an expert or resource


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F w b r
..

Is not only about..

..web is plenty of
great tools


I’ b r .I ’
b


J N w r

1. Networking
2. Startup Mentorship
3. Enabling Innovation
4. Tech Events
5. Spreading Digital Culture
6. Openness
7. Group discussion


T ﬄ


Q ?


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Giuliano Iacobelli
giuliano.iacobelli
me@giulianoiacobelli.com

http://giulianoiacobelli.com

Connect with me:


Introduction to Social Media and Personalized Information Retrieval

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