s10-socnet

s10-socnet - Social Networks And their applications to Web...

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Social Networks First half based on slides by Kentaro Toyama, Microsoft Research, India And their applications to Web
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Typhoid Mary (Mary Mallon) Patient Zero (Gaetan Dugas)
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Applications of Network Theory World Wide Web and hyperlink structure The Internet and router connectivity Collaborations among… Movie actors Scientists and mathematicians Sexual interaction Cellular networks in biology Food webs in ecology Phone call patterns Word co-occurrence in text Neural network connectivity of flatworms Conformational states in protein folding
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Web Applications of Social Networks Analyzing influence/importance Page Rank Related to recursive in- degree computation Authorities/Hubs Discovering Communities Finding near-cliques Analyzing Trust Propagating Trust Using propagated trust to fight spam In Email In Web page ranking Web pages (and link- structure) Online social networks (FOAF networks such as ORKUT, myspace etc) Blogs
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Society as a Graph People are represented as nodes.
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People are represented as nodes. Relationships are represented as edges. (Relationships may be acquaintanceship, friendship, co-authorship, etc.) Society as a Graph
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People are represented as nodes. Relationships are represented as edges. (Relationships may be acquaintanceship, friendship, co-authorship, etc.) Allows analysis using tools of mathematical graph theory Society as a Graph
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History (based on Freeman, 2000) 17th century: Spinoza developed first model 1937: J.L. Moreno introduced sociometry; he also invented the sociogram 1948: A. Bavelas founded the group networks laboratory at MIT; he also specified centrality
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History (based on Freeman, 2000) 1949: A. Rapaport developed a probability based model of information flow 50s and 60s: Distinct research by individual researchers 70s: Field of social network analysis emerged. New features in graph theory – more general structural models Better computer power – analysis of complex relational data sets
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Graphs – Sociograms (based on Hanneman, 2001) Strength of ties: Nominal Signed Ordinal Valued
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Sources: http://www.andrew.cmu.edu/user/krack/krackplot/mitch-circle.html http://www.andrew.cmu.edu/user/krack/krackplot/mitch-anneal.html Visualization Software: Krackplot
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Connections Size Number of nodes Density Number of ties that are present the amount of ties that could be present Out-degree Sum of connections from an actor to others In-degree Sum of connections to an actor
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Distance Walk A sequence of actors and relations that begins and ends with actors Geodesic distance The number of relations in the shortest possible walk from one actor to another Maximum flow The amount of different actors in the neighborhood of a source that lead to pathways to a target
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Some Measures of Power (based on Hanneman, 2001)
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s10-socnet - Social Networks And their applications to Web...

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