Introduction to Social Computing and Its Computation Techniques
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1 Introduction to Social Computing and Its Computation Techniques Irwin King, Baichuan Li, and Tom Chao Zhou {king, bcli, Department of Computer Science and Engineering The Chinese University of Hong Kong
2 Interdependence is and ought to be as much the ideal of man as selfsufficiency. Man is a social being. Mahatma Gandhi The Emergence of Social Computing, Irwin King, AT&T Interactive, February 15, 2010, San Francisco, USA
3 A Brief History of the World
4 A Brief History of the World Time Magazine Birth of Internet IBM Desktop PC Apple Macintosh Birth of XML Person of the Year Industrial Revolution Information Age Internet Age WWW Age Attention Age ENIAC The MITS Altair Apple II Time Magazine Person of the Year Birth of WWW Birth of Web 2.0
5 Introduction to Social Recommendation, Irwin King, Michael R. Lyu, and Hao Ma, WWW2010, Raleigh, USA
6 Top 10 Populations by Countries as of July ,500 1,250 1, ,335 1,177 Millions China India United States Indonesia Brazil Pakistan Bangladesh Nigeria Russia Japan
7 Top 10 Populations by Countries Facebook as of March ,500 1,250 1, ,335 1, Millions China India FacebookUnited States Indonesia Brazil Pakistan Bangladesh Nigeria Russia Japan
8 Facebook s Growth Stats
9 Global Internet Traffic Alexa as of August China USA Japan India Brazil Global Baidu Google Yahoo.jp Google.in Google.br Google QQ Facebook Google.jp Google Google Facebook Sina Yahoo! FC2 Facebook Facebook YouTube Taobao YouTube YouTube YouTube YouTube Yahoo! 5 6 Google.hk Amazon Google Yahoo! 163 Wikipedia Ameblo.jp Blogger Universo Online Windows Live Blogger Baidu 7 Weibo Blogger rakuten Wikipedia Globo Wikipedia 8 Google Twitter livdoor LinkedIn Orkut.co m.br Windows Live 9 ifeng ebay Facebook Twitter Yahoo! Twitter 10 Yahoo Craigslist Wikipedia Rediff Orkut.co m QQ
10 Twitter in Spotlight
11 Twitter Gainers
12 Pinup Interests
13 The Brave New Words blogger 頭像 wiki tag cloud avatar mash-up unfriend tweet blogsphere twitterati defriend sexting hashtags Folksonomy
14 Web 2.0 Web as a medium vs. Web as a platform Read-Only Web vs. Read-and-Write Web Static vs. Dynamic Restrictive vs. Freedom & Empowerment Technology-centric vs. User-centric Limited vs. Rich User Experience Individualistic vs. Group/Collective Behavior Consumer vs. Producer Transactional vs. Relational Top-down vs. Bottom-up People-to-Machine vs. People-to-People Search & browse vs. Publish & Subscribe Closed application vs. Service-oriented Services Functionality vs. Utility Data vs. Value
15 Social Networks Society: Nodes: individuals Links: social relationship (family/work/friendship/etc.) S. Milgram and John Guare: Six Degree of Separation. Social networks: Many individuals with diverse social interactions between them.
16 Milgram s Experiment
17 Social Networks The Earth is developing an electronic nervous system, a network with diverse nodes and links. -computer -routers -satellites -phone lines -TV cables -EM waves Communication networks: many non-identical components with diverse connections between them.
18 The Flow of Information
19 Organizational Chart
20 Social Network Chart Authority vs. Importance
21 Social Analytics/Informatics
22 Politics
23 Commerce Social marketing Who are the brokers? Who can exert the most influence on buying/selling? How much should one advertise?
24 Public Health People s behavior can be monitored Google predicts flu trends... What is on people s mind translates to search queries
25 Twitter Pop Culture Twisdom: Twitter Wisdom A Philosopher Ponders Life in 140 Characters or Less I don t know the key to success, but the key to failure is trying to please everybody. Bill Cosby Do what you know in your soul is right! It is a miserable state of mind to have few things to desire, and many things to fear. Francis Bacon The Longest Poem In the World-the awesome twitter poem! 956,644 verses this morning and ~4,000 a day!
26 The YouTube Generation
27 The Age of FaceBook
28 Social Networking Sites Example of Social Networking Sites: FaceBook, MySpace, Blogger, QQ, etc.
29 Social Search Social Search Engine Leveraging your social networks for searching
30 Social Media
31 Social News/Mash Up
32 Social Knowledge Sharing
33 Social/Human Computation
34 Chinese CAPTCHA Ling-Jyh Chen, Institute of Information Science, Academia Sinica, Taipei, Taiwan
35 Human Computation
36 Social Bookmarking What is a tag? Descriptive metadata A keyword or term associated with or assigned to a piece of information User defined, created and shared Many web users do it every day, with very little conscious awareness that they are cataloging What gets tagged? Pictures, blog posts, video clips, catalog entries, just about anything...
37 Share one s tags Social Bookmarking Make the individual browsing experience a social one
38 Social Bookmarking in del.icio.us
39 Social Bookmarking in StumbleUpon StumbleUpon allows users to discover and rate web pages, photos, and videos. It chooses which web page to display based on the user s ratings of previous pages, ratings by his/her friends, and by the ratings of users with similar interests.
40 Tagging is Everywhere
41 Social Entertainment
42 Social Recommendations
43 Web 2.0 Revolution Glocalization-think globally and act locally! Weblication-Web is the application! Three C s Connectivity Collaboration Communities
44 Social Relations presence crew identity teams populations binary social role squad cardinal reputation organizations cohorts markets communities partners groups integer real expertise trust ownership accountability knowledge
45 Social Computing social network services blogs s wikis instant messaging mobile devices social bookmarking Social Behavior ranking Regression tagging Intelligent Computation Clustering Algorithms Classification security & privacy collaborative filtering social marketing NLP Collective Intelligence Model Selection Theory human computation opinion mining/ sentiment analysis query logs large graph analysis algorithms
46 Emerging Issues Theory and models Seach, mining, ranking and recommending of existing information, e.g., spatial (relations) and temporal (time) domains Dealing with partial and incomplete information, e.g., collaborative filtering, ranking, tagging, etc. Scalability and algorithmic issues Security and privacy issues Monetization of social interactions
47 Topics Introduction Matrix factorization models Social network analysis Link analysis Community detection Community question answering
48
49 Q & A
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