1.
The Social WebThe Social Web
Matching IMM 2016Matching IMM 2016
Victor de BoerVictor de Boer
(met slides van Lora Aroyo, Davide Ceolin en Marieke van Erp)(met slides van Lora Aroyo, Davide Ceolin en Marieke van Erp)

2.
Our goal is to …
understand the practices, implications, culture, &
meaning of the sites, as well as users' engagement
with them
include this understanding as part of software
engineering for the new social world
agapegeek.com

3.
In Social Web course to goal is to understand & try out
how the Social Web works
• What IS the Social Web?
• What do people DO on the Social Web?
• How is DATA on the Social Web ACCESSED?
• How is DATA on the Social Web STUDIED?
• What are typical Social Web APPLICATIONS?
• What are CHALLENGES on the Social Web?

4.
What is the Social Web?

5.
Social Web = Social + Web
Images: http://www.flickr.com/photos/johnkay/3182986643/sizes/m/in/photostream/
om/4132/4831892926_99a2cc1db6_t.jpg, http://www.flickr.com/photos/dizfunk/3066153143/sizes/m/in/photostream/

6.
How did it all start?
Social Web 2016, Davide Ceolin

7.
How old is the Internet?
How old is the Web?
How old is the Social Web?

8.
1969 - WWW
http://www.creativeramblings.com/wp-content/uploads/2012/04/style1-1000px-rec7-MILLION.jpg
Social Web 2016, Davide Ceolin

9.
1994 – Last.fm
http://www.creativeramblings.com/wp-content/uploads/2012/04/style1-1000px-rec7-MILLION.jpg
Social Web 2016, Davide Ceolin

10.
2003 - Twitter
http://www.creativeramblings.com/wp-content/uploads/2012/04/style1-1000px-rec7-MILLION.jpg
Social Web 2016, Davide Ceolin

11.
2007 – Google+
http://www.creativeramblings.com/wp-content/uploads/2012/04/style1-1000px-rec7-MILLION.jpg
Social Web 2016, Davide Ceolin

12.
Social Web = Web 2.0 ?

13.
Highlights
http://www.booksaresocial.com/social-media-timeline/#lightbox/0/
Social Web 2016, Davide Ceolin

14.
Classmates.com (1995)
SixDegrees.com (1997)
Friendster (2002)
MySpace, Bebo, Facebook (2004)
Social networking sites are Web sites that
allow people to stay connected with other
people in online communities
Social networking sites are Web sites that
allow people to stay connected with other
people in online communities
Social media sites are Web sites that
allow people to share UCCs.
Flickr (2004)
Youtube (2005)
Social Web = Social Networking + Social Media sites
General-purpose, e.g. Facebook,
LinkedIn
Vertical, e.g. Dogster, Couchsurfing
Media types, e.g. Flickr (photos), Last.FM
(Music), YouTube (video)
(open vs. closed) (open vs. closed)
Won Kim, Ok-Ran Jeong, Sang-Won Lee (2010). On social Web sites. Information Systems 35, 215–236

15.
Another view

16.
aka User Generated Content
material on websites that is produced by the
users of the website.
little or no cost for uploading user-generated
content
Exabytes of content
Re-mix culture
Collaborative creation
User Created Content

17.
http://wearesocial.sg/blog/2016/01/digital-2016/
The Rise of Users &
Content
Social Web 2016, Davide Ceolin

18.
http://wearesocial.sg/blog/2016/01/digital-2016/
http://proto-knowledge.blogspot.nl/2011_03_01_archive.html
The Rise of Users & Content
Social Web 2016, Davide Ceolin

19.
The Big Ones

20.
https://leveragenewagemedia.com/blog/category/social-media/
Some big ones

21.
• MySpace: US & abroad
• Friendster: Pacific Islands
• Orkut: Brazil, India
• Mixi: Japan
• LunarStorm: Sweden
• Hyves: NL
• Grono: Poland
• Hi5: South America, Europe
• Bebo: UK, New Zealand, Australia
• QQ: China
• Cyworld: Korea
• Skyrock: France
• Windows Live Spaces: Mexico,
• Italy, and Spain
Diversity in Cultures

22.
Global vs. Local

23.
Global vs. Local

24.
Countries that block social media sites

25.
Diversity in Activities
• aSmallWorld & BeautifulPeople: restricted access - appear selective
& elite
• Couchsurfing: activity-centered
• BlackPlanet: identity-driven
• MyChurch: affiliation-focused
• Usenet & public discussion forums: structured by topics
• SNS are structured as personal networks
• "egocentric”: individual at the center of their own community
• mirror unmediated social structures
Social Web 2016, Davide Ceolin

26.
New Form of Collaboration
• The Social Web enables
innovative types of
collaboration
• E.g., Github for collaborative
coding
• Overleaf,Authorea and
Sharelatex for collaborative
writing
Social Web 2016, Davide Ceolin

27.
It’s not all fun and
games...

28.
Source: http://infosthetics.com/archives/2011/12/all_the_information_facebook_knows_about_you.ht
See also: http://www.youtube.com/watch?feature=player_embedded&v=kJvAUqs3Ofg
A Single Person

29.
“Dogs urinating
on everything”
“Landscapers in Liliburn,
GA”
“Bob Arnold”
“Homes sold in shadow
lake subdivision gwinnet
county”

30.
Privacy:
Awareness not Paranoia
"privacy paradox" = lack
of awareness of the public
nature of Internet

31.
Social Web Analysis

32.
Social Network Analysis (SNA)
Investigates social
structures through the use
of network and graph
theories.
•Hubs
•Centrality
•Connectedness (in
degree/ out degree)

33.
SNA example: my facebook graph

34.
SNA example: terrorism

35.
Watch people wake up onTwitter
http://cartodb.s3.amazonaws.com/static_vizz/sunrise.html?
title=true&description=true&search=false&shareable=true&cartodb_logo=true&layer_selector=false&legends=false&scrollwheel=true&sublayer_options=1%7C1
&sql=&zoom=2&center_lat=22.917922936146045&center_lon=51.328125#

36.
How we use the social web
FloatingSheep.org

37.
Languages of the world according toTwitter
https://www.flickr.com/photos/walkingsf/6277163176/

38.
http://www.brandrants.com/brandrants/obama/
Populations

39.
http://flowingdata.com/2011/07/25/brand-sentiment-showdown/
Great Meh
Good Yuck
Love Stale
Like Hate
Fun Blegh
Nice Sucks
Tasty Too late
Sentiment / Brand analysis

40.
Bernardo Huberman, HP Labs
$ 100 M $ 30 M
?
$ 26 M
Movie success prediction

41.
Bernardo Huberman:http://www.slideserve.com/presentation/15373/Bernardo-Huberman-HP-Labs
Trend Analysis

42.
Recommendation networks

43.
Health care

44.
Take home
Social media are here to stay, but it is a changing landscape
The line between consumers and producers is fading -> prosumers
We can analyse social media use using computational methods
… to better understand how the social web works
… to better understand how people work
… to solve problems
… to improve the social web

45.
Hands on
• Work with online Social Web analysis tools
and visualisations
• Get an idea on how to use such tools to
answer research questions
• http://tinyurl.com/socialwebimm2016