ESWC 2014 Tutorial part 1 http://tutorials.oeg-upm.net/socialweb/

1. Social Web: Where are the Semantics?
ESWC 2014
Miriam Fernández, Victor Rodríguez,
Andrés García-Silva, Oscar Corcho
Ontology Engineering Group, UPM, Spain
Knowledge Media Institute, The Open University

2. Outline
2
• Part 1: Understanding Social Media
– Theory: background & applications described in this tutorial
– Hands on: data extraction from Twitter and Facebook
• Part 2: Using semantics to represent data from SNS
– Theory: Using SW to represent content, users and relations
– Hands on: applying and extending SIOC
• Part 3: Using semantics to understand social media conversations
– Theory: Using semantics to understand topics in social media
– Hands on: using LDA to extract topics from social media
• Part 4: Using semantics to understand user behaviour

3. What are SNS?
ESWC 2014 Social Web: Where are the Semantics? 3

4. Internet SNS
Facebook, Twitter, Wikipedia, YouTube, …
• Highly popular communities used world wide by millions of users

5. Business SNS
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IBM Connections, SAP Community Network, Sephora Beauty
Talk, ResearchGate, Yammer
• Smaller and less famous (open and closed) communities addressing
particular geographic regions, specific user groups or niche interests thrive
on the Web.

6. Business SNS: IBM Connections
• Represents the use case of a business community for employees
– Discuss /curate information among IBM members
– Collaborate and cultivate the social network within the company

7. Business SNS: SAP Community Network
SAP Community Network
• Collection of SAP forums in which users discuss:
– Software development
– SAP Products
– Usage of SAP tools
• Points system for awarding best answers
– Enables development of user reputation
ESWC 2014 Social Web: Where are the Semantics? 7
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PostCount
2004 2005 2006 2007 2008 2009 2010 2011

8. Business SNS: ROHub (for researchers)
• http://www.rohub.org/rodl/
– Researchers like sharing
– They can annotate their
papers and Research Objects
– And generate communities
• Other similar systems
– myExperiment
– ResearchGate
ESWC 2014 Social Web: Where are the Semantics? 8

9. Internet SNS applied to Business: Yammer
• Also known as Enterprise Social Networks
• Facebook-like interactions
– Users are familiar to the SNS, so no learning curve
– Less formal method to get content
– No work hierarchies involved
ESWC 2014 Social Web: Where are the Semantics? 9

10. Other Internet SNS applied to Business
• We use it for the OEG research group
– A combination of Blogger, Google+ and Youtube
– Old-fashioned Knowledge Management made with new tools
ESWC 2014 Social Web: Where are the Semantics? 10

11. Why is it important to
analyse data from SNS?
ESWC 2014 Social Web: Where are the Semantics? 11

12. Because we work on it and
think that it is important
ESWC 2014 Social Web: Where are the Semantics? 12
An obvious answer…

13. Government Applications
• Despite the existence of many eGoverment tools, citizens expose
their opinions about policy related topics via social media
• Create models and tools to help the policy makers optimise their
interaction with the public in SNS
ESWC 2014 Social Web: Where are the Semantics?
What do citizens in
London think
about me?
What are the
policies and topics
US citizens are
more concerned
with?
Which are the most
active users and
discussions at the
moment about the
crisis in Europe?

14. Government applications: transport (MetroMadrid)
• Metro de Madrid (one-way communication channel)
– Official Twitter account: @metro_madrid
– Unofficial “complaint” accounts:
• @SufridoresMetro
• @InformerMetroMa
ESWC 2014 Social Web: Where are the Semantics? 14

15. Government applications: transport (EMT and Rodalies)
• EMT and Rodalies (two-way communication channel)
– @EMTmadrid, @EMTincidencias
– www.rodalia.info
ESWC 2014 Social Web: Where are the Semantics? 15

16. Government applications: London riots and 15M
ESWC 2014 Social Web: Where are the Semantics? 16
Source: http://datanalysis15m.wordpress.com/author/15mdata/

17. Educational Applications: OUSocial
17
Behaviour
Analysis
Sen1ment
Analysis
Topic
Analysis
Course
tutors
Real
1me
monitoring
• How
are
opinion
and
sen1ment
towards
a
course
evolving?
• Who’s
providing
posi1ve/
nega1ve
support?
• What
topics
are
emerging?
How
they
change
over1me?
• Do
students
get
the
answers
and
support
they
need?
• Which
students
are
likely
to
drop
out?
• Many FB groups exist for students of OU
courses
• Created and used by students to discuss and
share opinions on courses and get support

18. Educational applications: What about MOOCs?
• Importance of engagement to make it successful for as many
students as possible
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Source: The Ed Techie (http://nogoodreason.typepad.co.uk/)

19. Mass Media Applications: The Second Screen
ESWC 2014 Social Web: Where are the Semantics? 19

20. Leisure Applications
• Personalised recommendations at LikeCube
– You like what people like you like
– Taste neighbours
– When you visit Paris how do you find out what to do?
– Challenges
• Unify accounts in different SNSs: Facebook, Yelp, TopTable, etc.
ESWC 2014 Social Web: Where are the Semantics? 20

21. Leisure Applications
• Locating in time Tweets referring to an event (e.g. a show in
London)
ESWC 2014 Social Web: Where are the Semantics? 21
Before (expectation) After (opinion)
(advertising / others)
With…

22. Business Applications
• Identifying risks and opportunities in business online communities
– Which analyses reflect the status/health of an online community?
– How these analysis can be used as part of the decision making
process of community owners and managers?
ESWC 2014 Social Web: Where are the Semantics? 22
Many businesses provide online communities to
Increase
loyalty
Raise brand
awareness
Spread word-of-
mouth
Idea
generation
Significant
Investment!!

23. Business Applications
• Advertising company scrutinizing the online social media
ESWC 2014 Social Web: Where are the Semantics? 23

24. Why is it important to use
semantics for analysing
SNS data?
ESWC 2014 Social Web: Where are the Semantics? 24

25. Data Integration
• Social Networking Sites are like data silos
– Many isolated communities of users with their data
• The same user can participate in different SNS / communities
– ocorcho, oscar.corcho, ocorcho76, +Oscar
• The same topic can be discussed in different SNS / communities
– Need ways to connect them
ESWC 2014 Social Web: Where are the Semantics? 25
Source: John Breslin: The Social Semantic Web: An Introduction
http://www.slideshare.net/Cloud/the-social-semantic-web-an-introduction

26. Data Unification
• Each SNS contains data in a different formats (heterogeneity)
– Difficult to access information in a unified way across SNS
– Real and emergent need
• To develop portable analysis models
• To allow users to access their data uniformly across SNS
• To allow automatic data portability from one SNS to another one
ESWC 2014 Social Web: Where are the Semantics? 26

27. Data Interpretation
• Data -> information -> knowledge
– Find ways in which machines can interpret social media contents
• Better Information Retrieval
• Better Recommendation
ESWC 2014 Social Web: Where are the Semantics? 27

28. Outline
28
• Part 1: Understanding Social Media
– Theory: background & applications described in this tutorial
– Hands on: data extraction from Twitter and Facebook
• Part 2: Using semantics to represent data from SNS
– Theory: Using SW to represent content, users and relations
– Hands on: applying and extending SIOC
• Part 3: Using semantics to understand social media conversations
– Theory: Using semantics to understand topics in social media
– Hands on: using LDA to extract topics from social media
• Part 4: Using semantics to understand user behaviour