The document discusses opportunities and challenges of social computing for businesses. It outlines how businesses can leverage social media to understand customers and their interests through their friends and activity. However, there are also challenges like understanding user behavior, dealing with fake accounts and bots, and identifying the same users across multiple networks. The talk encourages businesses to make use of social media opportunities while being aware of challenges that require further research and solutions.

1. Social Computing for Business:
Opportunities & Challenges
Honeywell Technology Solutions
June 26, 2018
Ponnurangam Kumaraguru (“PK”)
IIIT {D, H}
TEDx & ACM Distinguished Speaker
Linkedin/in/ponguru/
fb/ponnurangam.kumaraguru
@ponguru

2. 2
https://search.iiit.ac.in/socialcomputing2018/registration

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9. Growth of Social Media
9

10. Top sites Alexa…
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11. 11
2009

12. Collaboration
12

13. Innovation
13

14. Productivity
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15. What is available in social media?
15

16. What is available in social media?
16

17. How can businesses use these to
their benefits?
17

18. How can you use these to your
benefits?
18
@Honeywell_Home

19. To understand users / customers
– “Show me who your friends are and I’ll tell
you who you are?”
19

20. To understand users / customers
– “Show me who your friends are and I’ll tell
you who you are?”
20

21. To understand users / customers
– “Show me who your friends are and I’ll tell
you who you are?”
21

22. To understand users / customers
– Interest graph
22

23. To understand users / customers
– From what they speak
23

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Recommendations / Advertising

27. 27
Recommendations / Advertising

28. Recommendations / Advertising
28

29. WTF / Recommendations….
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https://www.facebook.com/ponnurangam.kumaraguru

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https://twitter.com/ponguru

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https://www.linkedin.com/in/ponguru/

39. De-duplicating audience
Social audience = 437,632 + 153,000 + 805,097 or less??
39

40. Heuristic Identity Search
40
cerc.iiitd.ac.in
Profile
Content
Self-mention
Network
Syntactic
and Image
Search Linking
If self-identified /
returned by
more than one
search method
No
Yes
Candidate
Identities
name,
location,
username
mobile no,
post,
friends,
followers
Paridhi Jain, Ponnurangam Kumaraguru, and Anupam Joshi. 2013. @I seek ‘fb.me’: Identifying Users across Multiple Online Social
Networks. In Proceedings of the 22nd International Conference on World Wide Web, WWW ’13 Companion. ACM, New York, NY, USA,
1259- 1268. DOI=http://dx.doi.org/10.1145/2487788.2488160 [Honorable Mention Award}

41. Harvard (1839) – Harvard – Harvard – Harvard – MIT –
Northwestern – UIUC – WUSL – CMU (2009) – IIITD
(2016)
41

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fb.me/saftiebot
goo.gl/2sIdYT

44. Reasons?
44

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What can you do to help?
https://www.facebook.com/saftiebot

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https://goo.gl/2sIdYT

47. 1,104+ location, 160+ verified
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48. Samsung #SafeIndia
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49. 499th International Workshop on Modeling Social Media (MSM), 2018 @ WWW

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51. Challenges
– Understanding users / modeling their
interests, behavior
– Understanding the content / meaning
– Fake / Bot vs Real
– Who’s Who / Identity in multiple networks
51

52. Takeaways
– Online Social Media is there to stay
– Business can use information to their
benefits
– Lots of challenges and opportunities!
– I am here for a year physically in IIITH, so will
be happy to interact more, if needed…
52

53. 53
pk@iiitd.ac.in
http://precog.iiitd.edu.in/
https://fb.com/ponnurangam.kumaraguru
@ponguru
Linkedin/in/ponguru/