VU Amsterdam: Social Web Course: Lecture1: Introduction to Social Web
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The document outlines a course on the social web led by Lora Aroyo at VU University Amsterdam, focusing on understanding social computing, user-generated content, and data analysis. It covers course structure, including lectures, interactive group work, and assignments, along with the objectives of examining the implications and culture of social web platforms. The document also emphasizes the significance of social media as a resource for understanding societal trends and informing various fields of study.
![How does it work
ü before the Lectures: do the required reading assignments
ü Assignments Hands-on: done in groups
ü state who did what in the Acknowledgements section
ü use document template: ACM SIG proceedings style; PDF only
ü name of the file: [group#]_[handson#]; [group#]_[assignment#]
ü title page of your docs: include names of all group members group#
Social Web 2015, Lora Aroyo](https://image.slidesharecdn.com/lecture1socialweb2015-150204054609-conversion-gate02/85/VU-Amsterdam-Social-Web-Course-Lecture1-Introduction-to-Social-Web-6-320.jpg)
VU Amsterdam: Social Web Course: Lecture1: Introduction to Social Web
- 1. Social Web 2015 Lecture 1: Introduction to Social Web? Lora Aroyo The Network Institute VU University Amsterdam
- 2. Course Organization Image source: http://en.wikipedia.org/wiki/File:Old_book_-_Timeles
- 3. Goals of the course Understand Try how the Social Web works ü What IS the Social Web Social Computing? ü What people DO on the Social Web? ü How is DATA on the Social Web ACCESSED? ü How is Social Web DATA used for STUDIES? ü What are typical Social Web APPLICATIONS? ü What are Social Web research CHALLENGES? Social Web 2015, Lora Aroyo
- 4. You will learn about ü data formats ü social web platforms ü data mining, analysis, visualization reuse across applications ü user-generated content ü personalization in Social Web apps ü interdisciplinary research ü critical thinking Social Web 2015, Lora Aroyo
- 5. Format of the course ü Lots of WORK, and lots of FUN ü Lots of interaction • post a question or a discussion point by Sunday 17:00 • vote on questions by Monday 10:00 • discuss on selected topics during lectures on Monday • group work during hands-on sessions • presentations of final assignments ü Use name or VUNetID to identify yourself in website postings Social Web 2015, Lora Aroyo
- 6. How does it work ü before the Lectures: do the required reading assignments ü Assignments Hands-on: done in groups ü state who did what in the Acknowledgements section ü use document template: ACM SIG proceedings style; PDF only ü name of the file: [group#]_[handson#]; [group#]_[assignment#] ü title page of your docs: include names of all group members group# Social Web 2015, Lora Aroyo
- 7. Schedule ü Interactive Lectures: Mondays 1:30-3:15 assignments hands-on introduced during lecture ü Hands-on Sessions: Thursdays 11:00-12:45 practical exercises work on assignments ü Final Presentations: in week 12 Social Web 2015, Lora Aroyo
- 8. Grading ü Assignment 1 (15%) ü Assignment 2 (15%) ü Assignment 3 (15%) ü Final Assignment: application presentation (15%) ü Final Assignment: individual report (30%) ü Questions/Discussion (10%) Social Web 2015, Lora Aroyo
- 9. Social Web 2014, Lora Aroyo Why Social Web?
- 10. digital technology is changing both how words and ideas are created and proliferate, and how they are studied. Social Web 2015, Lora Aroyo
- 11. social media is a rich resource that provides a fuller picture of today s cultural norms, dialogue, trends and events to inform scholarship, the legislative process, new works of authorship, education and other purposes. Social Web 2015, Lora Aroyo
- 12. How much content is consumed created every second? Social Web 2015, Lora Aroyo
- 13. http://blog.wiwo.de/look-at-it/2013/01/16/infografik-von-2002- bis-2012-das-internet-eine-dekade-spater/ http://proto-knowledge.blogspot.nl/2011_03_01_archive.html The Rise of Users Content Social Web 2015, Lora Aroyo
- 16. What do those numbers mean? Image source: http://clareactman22.blogspot.com/2010/06/meaning-of-life.html Social Web 2015, Lora Aroyo
- 17. 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 Social Web 2015, Lora Aroyo
- 18. How did it all start? Social Web 2015, Lora Aroyo
- 19. 1969 - WWW http://www.creativeramblings.com/wp-content/uploads/2012/04/style1-1000px-rec7-MILLION.jpg Social Web 2015, Lora Aroyo
- 20. 1994 – Last.fm http://www.creativeramblings.com/wp-content/uploads/2012/04/style1-1000px-rec7-MILLION.jpg Social Web 2015, Lora Aroyo
- 21. 2003 - Twitter http://www.creativeramblings.com/wp-content/uploads/2012/04/style1-1000px-rec7-MILLION.jpg Social Web 2015, Lora Aroyo
- 22. 2007 – Google+ http://www.creativeramblings.com/wp-content/uploads/2012/04/style1-1000px-rec7-MILLION.jpg Social Web 2015, Lora Aroyo
- 23. Social Web 2014, Lora Aroyo
- 24. The Big Ones Social Web 2015, Lora Aroyo
- 25. 2001: Wikipedia 2000: Nupedia - articles written by experts licensed as free content founded by Jimmy Wales with Larry Sanger (editor-in-chief) 2001: Wikipedia - a side-project of Nupedia, to allow collaboration on articles prior to entering the peer-review process Articles: 19,700 (2002), 3,835,000 (2012), 4,157,698 (2013) Wiki pages: 29,355,491 (2013) Social Web 2015, Lora Aroyo
- 26. Community-based Systems ü Participation vs. lurking ü Social capital ü Social networking ü Trust reputation ü Privacy presence Peter Brusilovsky, SocialWeb Course, University of Pittsburgh Social Web 2015, Lora Aroyo
- 27. 2004: Facebook distinct college networks only (Harvard-only SNS) Social Web 2015, Lora Aroyo
- 28. 2005: Facebook including other universities, high school students, professionals inside corporate networks, and eventually - everyone ability for outside developers to build Applications Social Web 2015, Lora Aroyo
- 29. 2007: Facebook API Platform that consists of a Facebook variant of HTML = Facebook Markup Language (FBML) a Facebook variant of SQL = FQL (Facebook Query Language) not based on open standards sites support: Bebo Meebo Social Web 2015, Lora Aroyo
- 30. 2010: Facebook Open Graph Social Web 2015, Lora Aroyo
- 31. 2012: Facebook Goes Public We cannot assure you that we will effectively manage our growth. ... it hopes to raise $5 billion in its IPO. That would be the most for an Internet IPO since Google Inc. and its early backers raised $1.9 billion in 2004. “ ... eight years after its computer- hacking CEO Mark Zuckerberg started the service at Harvard University. Social Web 2015, Lora Aroyo
- 32. 2013: Facebook Graph Search Social Web 2015, Lora Aroyo
- 33. Social Web 2015, Lora Aroyo http://www.wordstream.com/blog/ws/2013/10/24/facebook-graph-search
- 34. Jack Dorsey launches Twitter in July 2006 and by 2012 it has: • 500 million users • 340 million tweets daily • 1.6 billion search queries daily • is in the10th most visited websites • becomes the the SMS of the Internet http://blog.alivenow.in/2011/10/infographic-140-characters-journey.html/http://blog.alivenow.in/2011/10/infographic-140-characters-journey.html/ Social Web 2015, Lora Aroyo
- 35. Library of Congress archive of publicTwitter messages reached 170 billion tweets and rising, by about 500 million tweets a day 9000 tweets/sec during MTVVideo Music Awards (Beyonce pregnant); 7200 tweets/sec before the end of WC for women’s football (Japan beats US) In 2011 In 2012 8000 tweets/sec during Madonna’s performance In 2014 Social Web 2015, Lora Aroyo
- 36. Social Web 2015, Lora Aroyo
- 37. • launched June 28, 2011: since then 500 million users (2012), 235 million active (monthly) • social layer”: not just a single site, but an overarching layer” • Data Liberation policy Social Web 2015, Lora Aroyo
- 38. G+ (Re-)Sharing Social Web 2015, Lora Aroyo
- 39. G+ What’s Hot Trending Social Web 2015, Lora Aroyo
- 40. G+ Hagouts Social Web 2015, Lora Aroyo
- 41. G+ Events Social Web 2015, Lora Aroyo
- 42. G+ Pages
- 43. G+ Local
- 44. 2013 2013 Social Web 2015, Lora Aroyo
- 45. end 2013 Social Web 2015, Lora Aroyo
- 46. • interdisciplinary study • social structure where technology puts power in communities (not institutions) • internet provides a good platform for emerging social structures • manifestos of social computing, e.g. social networks, blogs, podcasting, tagging, meet-ups, mash-ups, social search, user-generated-content, wikis, P2P content distribution, RSS, open source software, etc.* * Forrester Research (2008), http:// wwwforrester.com/ResearchThemes/SocialComputing Social Computing Social Web 2015, Lora Aroyo
- 47. Tenets of Social Computing * • innovation will shift from top-down to bottom-up • value will shift from ownership to experience • power will shift from institutions to communities * Charlene Li (2006), http://www.socialcustomer.com/2006/02/the_forrester_s.html Social Web 2015, Lora Aroyo
- 48. New Means of Communication • beyond email, text messaging mobile phone • asynchronous (not requiring real-time response) • a lot of communication seems irrelevant trivial • some can be helpful interesting • celebrities organizations use it to communicate with their fan bases audience • many people (especially the teenagers) addicted to this new mode of communication Social Web 2015, Lora Aroyo
- 49. New Means of Communication • beyond email, text messaging mobile phone • asynchronous (not requiring real-time response) • a lot of communication seems irrelevant trivial • some can be helpful interesting • celebrities organizations use it to communicate with their fan bases audience • many people (especially the teenagers) addicted to this new mode of communication Social Web 2015, Lora Aroyo
- 50. New Form of Communities • Social Web sites are in essence online communities • Groups around a number of natural attributes of the members, e.g. schools attended, employers, cities of residence. • Groups around any type of interest, hobby, or cause, where people can help one another with information, advice, and personal networks e.g. the role of communities in the Arab Spring, unrests inTurkey, Ukraine, Russia Olympics, OccupyWall Street, etc. Social Web 2015, Lora Aroyo
- 51. New Source of Knowledge • beyond what search engines can dig into • people can dig into their network of connections to find answers to questions • folklore knowledge • friends-based news updates • friends-based serendipity • worldwide directories of people and concepts Social Web 2015, Lora Aroyo
- 52. New Source of Entertainment • Most people need to entertain themselves to enjoy life, to recharge themselves, and to pass the time • That s why people have accounts on several social Web sites, and visit them rather diligently and regularly • People got catapulted to worldwide fame after they appeared on YouTube Social Web 2015, Lora Aroyo
- 53. New Venue for Self-expression • a surprisingly large number of people have had a strong desire for self-expression and desire for self-satisfaction that comes from helping others • a major reason for the Wikipedia success, where more than 10 mil articles have been contributed by thousands of volunteers without financial incentives • the personal posting many people do appears to help them to derive a sense of self- assurance and belonging Social Web 2015, Lora Aroyo
- 54. New Venue for Self-expression • a surprisingly large number of people have had a strong desire for self- expression and desire for self- satisfaction that comes from helping others • a major reason for the Wikipedia success, where more than 10 mil articles have been contributed by thousands of volunteers without financial incentives • the personal posting many people do appears to help them to derive a sense of self-assurance and belonging Social Web 2015, Lora Aroyo
- 55. Social web sites = social networking sites + social media sites Social Web 2015, Lora Aroyo
- 56. Social Sites Categories ü Social networking sites (open vs. closed) • General-purpose, e.g. Facebook, LinkedIn • Vertical, e.g. Dogster, Couchsurfing ü Social media sites (open vs. closed) • Media types, e.g. Flickr (photos), Last.FM (music), YouTube (video) *Won Kim, Ok-Ran Jeong, Sang-Won Lee (2010). On socialWeb sites. Information Systems 35, 215–236 Social Web 2015, Lora Aroyo
- 57. Diversity in Cultures • 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 Social Web 2015, Lora Aroyo
- 58. 2011: FB vs. Orkut in Brazil http://mashable.com/2012/01/17/facebook-beats-orkut-brazil/ Social Web 2015, Lora Aroyo
- 59. Social Web 2015, Lora Aroyo
- 60. 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 2015, Lora Aroyo
- 61. SNS: Features • Personal profiles • Establishing online connections • Participating in online groups • Communicating with online connections • Sharing user generated content • Expressing opinions • Finding information • Retaining users Social Web 2015, Lora Aroyo
- 62. Expressing Opinions • Allowing members to leave comments on the content, voting by ranking (3 out of 5 stars), or marking as favorite, flagging as spam/inappropriate • Sites use different ways to present and organize those comments (hierarchical, timestamping, counting, etc.) Why there is no ‘DISLIKE’ button in FB? Should there be? For example, Digg has two buttons, ‘digg it’ ‘bury’ Social Web 2015, Lora Aroyo
- 63. Social Web 2015, Lora Aroyo
- 64. Reflections ... • Twitter profile vs. Facebook profile? • Find friends on different networks? • How does LinkedIn facilitate the forming joining of groups? FB? Google+? Others? • Pros cons of (a)symmetry of friendship? • Twitter vs. Facebook vs. Flickr vs. Vine differences in terms facilitating communication? • How often do you experience problems of duplication of content shared across different sites? • FB vs Google+ actions for retaining users? Social Web 2015, Lora Aroyo
- 65. understand the practices, implications, culture meaning of the sites, as well as users' engagement with them learn how to use this knowledge in designing successful social web applications Where do YOU come in Social Web 2015, Lora Aroyo
- 66. Peter Brusilovsky, SocialWeb Course, University of Pittsburgh The New Web: The Web of People Social Web 2015, Lora Aroyo
- 67. Hands-on Teaser • first (basic) taste of social web data analysis: http://bit.ly/SocWeb_Ex1 • some Python command line experience • Twitter data • check out Getting Started Guide on course website http://semanticweb.cs.vu.nl/socialweb2014 • check out the exercises in the book: Mining the Social Web (Second Edition), by Matthew A. Russell Social Web 2015, Lora Aroyo