Introduction to Social Computing - Book Chapter
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The document provides an overview of social computing, highlighting its evolution from early communication tools to modern applications that enhance collaboration and interaction online. It discusses the characteristics and design principles of social software, along with various categories such as social media, social bookmarking, and reputation management systems. Additionally, it addresses the impact of technologies like AJAX and the importance of understanding user psychology in developing effective social computing applications.
![Chapter 1 Introduction to Social Computing
manage our content in a manner that lets the training data. Hybrid collaborative filtering
machine find it [3]. Tagging allows users to combines model-based and memory-based CF
choose the labels that match their own needs algorithms.
and tastes, which greatly reduces the
cognitive efforts [2]. According to recent user Prediction Markets
studies, users do annotate their photos in Prediction markets are based on the principle
order to promote the public attention degree of wisdom of the crowd that more accurate
[2]. Tagging is supported in almost any new prediction will emerge from the betting
Web application involving user participation, activity of the collective. The other terms used
e.g. Flickr, YouTube, Amazon, etc. in place of these markets are information
markets or event futures (Servan-Schreiber et
Collaborative Filtering al. 2004).
Collaborative filtering is the method of getting
personalized recommendations by computing These markets reward accurate predictions
through wins and punish inaccurate
user- or item-based similarity profiles (Chen
et al. 2010). It analyzes data to develop predictions through losses (Wolfers &
Zitzewitz, 2004).
profiles of people who are related with similar
tastes and spending habits (Sarwar et al., The type of contracts in prediction markets
2001). are basically divided into three categories,
such as: Winner-take-all contract, Index
• It is based on ‘word-of-mouth’ idea.
Contract, and Spread Betting.
• It gives reliable recommendations.
Reputation Management Systems
• It needs a lot of stored data for reliable
Reputation management systems or trust-
recommendations for the active user.
based reputation mechanisms establish a
• The bigger the size of population, the healthy and efficient collaboration among
more useful and effective anonymous online users who have not prior
recommendations will be produced by the knowledge about each other. They construct
system (Smart Mobs) large-scale word-of-mouth networks
(Dellarocas, 2005; Tennie et al., 2010).
• Small data – shows false connections or
poor predictions of active user tastes The primary objective of trust and reputation
management is to enable transparent and
• Suffers from cold start problem – efficient transactions between users where
database needs to be populated first. cooperation is compromised by post
contractual opportunism or information
Basically there are two types of collaborative
asymmetries (Kreps, & Wilson, 1982).
filtering techniques, such as Memory-based
collaborating filtering and Model-based Social Computing Concepts &
collaborating filtering methods. Memory-
Design Principles
based collaborating filtering systems rely on
user or item profiles and sometimes use user Social computing concepts are built around
rating data for computing similarity, while four major areas that may overlap with each
Model-based collaborating filtering find other. Such as: social media, social
similar patterns or hidden factors based on
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Introduction to Social Computing - Book Chapter
- 1. Chapter 1 Introduction to Social Computing during that decade that still persists in major Social Computing portion of the world. There requires a heavy Social computing is a rapidly growing and transfer of larger amounts of data in most constantly evolving technology that is aimed social computing applications that tend to be at increasing communication, encouraging interactive with multi media and also manage collaboration, and enhancing productivity messaging. AOL step forward and provided among people and resources. Social such interactive services to the mass public computing applications or Web 2.0 are built for the first time in mid-1990s. on a range of advanced and supporting Later on during late 1990s, the problem was technologies that enhance collective action sorted out, and computer industry embraced and interaction which currently dominates a huge increase in internet bandwidth and the Web (Parameswaran & computing capacity of computers. This Whinston 2007). achievement also impacted on software Social computing applications are categorized industry, and interactive web sites and instant into social media, social bookmarking, and messaging tools started to show up. social networks categories as identified by the Companies started to invest in e-commerce continuing Web 2.0 trend (Schwartz et al. sites and online shopping shops. This resulted 2009; Amer-Yahia, 2009). Each of these new and unique social applications such as categories has been embodied by various Wikis, news forums, and blogs to appear social software and web sites. Some of the online and people started to share their best-known and equally famous social web viewpoints, discussion, and experiences. sites that dominate the web are Facebook, The beginning of 21st century witnessed a YouTube, Twitter, Wikipedia, Delicious, and huge change and brought social computing to LinkedIn. the forefront of the citizens of digital age. More and more people started using social History of Social Computing software that has grown into what we know The ideas and principles of social computing today. have been around in web communities for long time. Discussion forums and emails were Social Software the primary means of discussion and Social software is the combination of so many communication as early as in 1980s. tools and services that transformed static web Originally, email was thought as providing into read/write web and that enabled people people ways of communication; but later on, to connect and collaborate more easily. it provided a significant business value. Today, some people consider social computing It can be defined as a applications as a tool for goofing off or having fun (Schwartz et al. 2009). 1. means of collaborating, and building purpose-aware communities online, The rise of the personal computing era encouraged people and enterprises to get 2. software that supports and derives added personal computers as to increase their value from human social behaviour, communication with remote offices and 3. tool that can be syndicated, shared, customers. The cost of forwarding bits blended, and can be reused again and through Internet became major problem again. 6
- 2. Chapter 1 Introduction to Social Computing Characteristics of Social Software this for their personal satisfaction, gaining current knowledge, or learning from scholarly 1. Some of the characteristics listed below arguments. are those that distinguish social software from traditional software. Building social computing applications requires understanding the insight of social 2. Easily navigable: easy content creation behavioural theories and social software and sharing design considerations that will be 3. Peer to peer networking and incorporated in those applications, such as, communication how participation of people is enabled, what type and age group of people is targeted, how 4. Online collaboration you allow people to control web site, understanding psychology of participants that 5. Adding metadata such as tags, comments whether people just access the website for to online content and blog entries viewing or information gaining purpose or 6. Conversations: distributed and in real they really want to participate in collaborative time activities, creating balance between constraints and creativity, is it an open access 7. Bottom up community development site or built for a specific region, etc. 8. Capitalizing on the wisdom of crowds It is also good to know prior to building social 9. Easy handling of malicious users computing applications what principles and features define a social system. Some 10. Transparent transactions common social computing applications are discussed below: 11. Easy creation of personal learning spaces 12. Portability Tagging Keywords or short key phrases that define 13. Read/write web what your digital object is all about are simply 14. Overcoming Barriers of Distance and Time termed as Tags in social computing community. Tagging is adding tags on your Social Computing Applications photos, bookmarks, files, and other content (Strohmaier et al., 2009). These are the ways The main objective of creating social of freely describing resources. Tagging help computing applications is to cater the social computer users easily discover and browse needs of digital natives. There are many social content over the internet. computing applications that are built on this concept such as Wikis, Blogs, News forums, There can be an infinite number of viewpoints Prediction Markets, Recommender, through which a digital object can be seen Reputation management system, etc. This is and interpreted (Jiang et al., 2010). So, the because the nature of issues that an Internet more the number of relevant labels on an site or public-facing corporate sites solve is object, the more the object would be different than the issues faced by employees searchable on the web. Sometimes, we don’t of an enterprise using internally available find a suitable name for our content and resources. It means that people participating system automatically generates its name such in blog post and participation in discussion do as AE000098.jpg. Here, tagging allows us to 6
- 3. Chapter 1 Introduction to Social Computing manage our content in a manner that lets the training data. Hybrid collaborative filtering machine find it [3]. Tagging allows users to combines model-based and memory-based CF choose the labels that match their own needs algorithms. and tastes, which greatly reduces the cognitive efforts [2]. According to recent user Prediction Markets studies, users do annotate their photos in Prediction markets are based on the principle order to promote the public attention degree of wisdom of the crowd that more accurate [2]. Tagging is supported in almost any new prediction will emerge from the betting Web application involving user participation, activity of the collective. The other terms used e.g. Flickr, YouTube, Amazon, etc. in place of these markets are information markets or event futures (Servan-Schreiber et Collaborative Filtering al. 2004). Collaborative filtering is the method of getting personalized recommendations by computing These markets reward accurate predictions through wins and punish inaccurate user- or item-based similarity profiles (Chen et al. 2010). It analyzes data to develop predictions through losses (Wolfers & Zitzewitz, 2004). profiles of people who are related with similar tastes and spending habits (Sarwar et al., The type of contracts in prediction markets 2001). are basically divided into three categories, such as: Winner-take-all contract, Index • It is based on ‘word-of-mouth’ idea. Contract, and Spread Betting. • It gives reliable recommendations. Reputation Management Systems • It needs a lot of stored data for reliable Reputation management systems or trust- recommendations for the active user. based reputation mechanisms establish a • The bigger the size of population, the healthy and efficient collaboration among more useful and effective anonymous online users who have not prior recommendations will be produced by the knowledge about each other. They construct system (Smart Mobs) large-scale word-of-mouth networks (Dellarocas, 2005; Tennie et al., 2010). • Small data – shows false connections or poor predictions of active user tastes The primary objective of trust and reputation management is to enable transparent and • Suffers from cold start problem – efficient transactions between users where database needs to be populated first. cooperation is compromised by post contractual opportunism or information Basically there are two types of collaborative asymmetries (Kreps, & Wilson, 1982). filtering techniques, such as Memory-based collaborating filtering and Model-based Social Computing Concepts & collaborating filtering methods. Memory- Design Principles based collaborating filtering systems rely on user or item profiles and sometimes use user Social computing concepts are built around rating data for computing similarity, while four major areas that may overlap with each Model-based collaborating filtering find other. Such as: social media, social similar patterns or hidden factors based on 6
- 4. Chapter 1 Introduction to Social Computing bookmarking, social networks, and social not constrain them from using creative communication. features. The important design principles which make The principle of sociability success of social systems more likely are: This principle is required to ensure and embed social presence and collaboration The principle of adaptability among visitors and participants of social This requires that social software is built on software. small services that interoperate, connect using open standards, and should be built The principle of connectivity with open source software. So that people The principle of connectivity is based on the can adapt and evolve systems to suit their idea that everything should influence local needs (Dron, 2007). everything else and there should nothing exist http://www.ifets.info/journals/10_3/5.pdf). in isolation (Dron, 2007). The principle of evolvability The principle of context This principles encourages design of deferred This principle ensures that social software systems; easily decidable systems whose must be built on the concept that it is a very structure is not fixed. valuable small part of a much greater whole (Dron, 2007). The principle of participation The principle of participation requires that The principle of constraint how participation of users is enabled, how This principle requires that constraints must users’ participation is guaranteed, what be incorporated in social software and users aspects are built in systems that encourage should be aware of those constraints and also participation (Dron, 2007). know how to use them to enhance learning. The principle of parcellation The principle of scale This principle ensures that systems are built This principle tracks small and large distinctly from each other, they are loosely components in the system and ensures that coupled and occasionally connected with each the large should arise out of the small in an other, and are ideal hierarchical niches that endless cycle. talk with each other. The principle of trust The principle of understanding The principle of trust ensures building of psychology of user reliable and harmless social software that This ensures that what user wants from social identify reliability in people and systems, and software, and it should provide the user all protects them from harm. collaborative and other social presence features. The principle of stigmergy The Rise of Web 2.0 This principle ensures that social systems be built on concept that guide users how to get There were times when people used to go to maximum from them by using signs and do search engines and seek their requirements 6
- 5. Chapter 1 Introduction to Social Computing by typing out search terms and taking great AJAX care of the sequence and combination of AJAX is web development technique for terms. The term ‘Apple’ almost consistently interactive Web applications. AJAX provides reaped an ‘apple’ to all searchers across the standard ways of dynamically interacting with globe. The reason behind this consistency was content to make dynamic requests to the the non-gallant approach by search engines to server without refreshing the full page. optimize searches. As time passed by search engine optimization Podcast hit the market like a wave – soon enough A podcast is the collection of media files every search engine company was working on (either audio or video) distributed and SEO and search results began to change and released episodically over the internet using become more specific and relevant almost syndication feeds for playback on portable overnight. The proof is irrefutable and search media players and personal computers. results have dramatically become highly specific and more-so ‘targeted’. This is the Widgets Web 2.0 paradigm, where search results are A widget, also known as gadget, snippet, or highly specific, relevant, and geared towards flake, is web application software for the web individual’s taste, interests, ideas, etc. installable and executable within a web page The term Web 2.0 is often referenced as the by the web user. web applications that facilitate collaborative information sharing, interoperability, and Python user-centered design on the web in order to Python is a multi paradigm programming provide better user experience. These sites language that integrates your work more use technologies such as AJAX, JavaScript, quickly and reduces your maintenance costs Widgets, Python, Perl, Flash, Silverlight, and by using automatic memory management of REST to enhance their look and interaction. programming tasks. These sites usually include blogs, wikis, news forums, mashups, social bookmarking, social Perl peer-to-peer networking sites, open source Perl (practical extraction and reporting communities, photo and video sharing language) is a general purpose interpreted communities, and more. programming language used for a huge number of uses including system Social Computing Enabling administration, Web application technologies & Architecture development, GUI development, etc. The architecture and technologies which make social computing applications possible Ruby on Rails in today’s collaborative environment are Ruby on Rails is an open source web continuously evolving over time and will framework that lowers the barriers of entry to continue to change and grow as new programming. It has made easy the powerful capabilities become available on Internet web applications that formerly might have (Parameswaran & taken weeks or months to develop. Whinston 2007b). 6
- 6. Chapter 1 Introduction to Social Computing MySQL an interface and the web service then responds to the user's input. MySQL is the most popular open source, multi-user, and multithreaded SQL database The Models of Social Computing management system, developed, distributed, and their Relevance to Behaviour and supported by Oracle Corporation. "The capacity of human communities to Microsoft SharePoint evolve towards higher order complexity and harmony through such innovation Microsoft SharePoint is a unique social mechanisms as differentiation and computing application that has taken a integration, competition, and collaboration”. unique approach of designing 8 applications – using one platform. Here are 8 ways users can extend SharePoint’s out-of-the-box -Wikipedia capabilities to better fit their social computing vision. People in Pakistan are leading with example when it comes to enhancing interaction of JavaScript local and overseas users. This is exactly the kind of insight, which will encourage and JavaScript was designed to add interactivity to enable new users to foster tangible focus on HTML pages. It allows developers to program problems related to the socio-economic uplift code that would be downloaded as part of the of the nation. page’s content and run inside user’s browser. One of the major models that have come to SilverLight face is collaboration. Defined as “a recursive Microsoft Silverlight is a popular web process where two or more people or application framework used to build and organizations work together toward an deliver cross-browser and cross-platform intersection of common goals,” (Thomas, experiences on the web. It allows web 2010). Collaboration has been one of the key developers to create powerful user interfaces elements for the success of the so-called using an XML-based language called XAML, social community paradigm. The extent to JavaScript, AJAX, and .net. which communities have aligned themselves in organized and connected ways to REST coordinate with each other is immense. A common architecture used for getting The new paradigm is of working in information content from a social computing collaboration and reaping the rewards of application by reading web pages that contain synergy in the last year all great enterprise XML data files that describe and include formation has been through social means. desired content. People have begun to change their online Web Services behavior as a result of the social computing Web Services are a collection of open influence on their lives. The Largest enterprise protocols developed to interact with users online have been social: and exchange their data between -Democratic media website applications. Here, a user enters data through -Online community 6
- 7. Chapter 1 Introduction to Social Computing -Most comprehensive encyclopedia -Video archive -Movie review database -Auction market -Travel resource Crowd Sourcing Vs Out Sourcing Although crowd sourcing and out sourcing is a References phenomenon which has existed since many a Bo Jiang, Yun Ling, Jiale Wang , "Tag year or perhaps even centuries; from the day Recommendation Based on Social Comment of the trade. It is recently that has been Network ", JDCTA: International Journal of revolutionized with the advent of increased Digital Content Technology and its computer use. Applications, Vol. 4, No. 8, pp. 110 ~ 117, 2010 Not only has this trend been revived, it has been made very easy. Before we get into Chrysanthos Dellarocas: Reputation examples and uses of these two concepts, we Mechanism Design in Online Trading must start of with defining each of them. Out Environments with Pure Moral Hazard. sourcing as the name suggests is giving out Information Systems Research 16(2): 209-230 (2005) part of the work, usually which is not the core but a support function, to a group or entity Dron, J. (2007b). Designing the undesignable: for which it acts as a core function or a main Social software and control. Educational activity in line with its stated area of activity. Technology & Society, 10(3), 60-71. http://www.ifets.info/journals/10_3/5.pdf An example of this in the conventional way is the call center boom in parts of India where Kreps, D. M., and Wilson, R. “Reputation and the customer service work was out sourced. Imperfect Information,” Journal of Economic The examples of out sourcing on the Internet Theory (27:2), August 1982, pp. 253-279. are plenty with online customer support or M. Strohmaier, C. Körner, and R. Kern. Why payment systems like Pay pal. do users tag? detecting users’ motivation for tagging in social tagging systems. Technical report, Knowledge Management Institute - Graz University of Technology, 2009. Now we come to crowd sourcing. Crowd sourcing is the activity of out sourcing work to Parameswaran, M., and A.B. Whinston the crowd in general. People on the Internet (2007a), “Social Computing: An Overview”, who volunteer, amateur enthusiasts, for the Communications of the AIS, forthcoming. work out of interest. This is separate from the work of out sourcing as the people are not Parameswaran, M., and Whinston, A. B. identifiable and are anonymous. An example (2007b) “Research Issues in Social Computing,” Journal of AIS (8:6), June 2007, of this is the freelance web sites like Essay pp. 336-350. ProbabilitySports.com, Writers. 6
- 8. Chapter 1 Introduction to Social Computing Brian (2004) 'Prediction Markets: Does Money Matter?', Electronic Markets, 14: 3, 243 — 251 S. Amer-Yahia, L. Lakshmanan, and C. Yu, “Social Scope: Enabling Information Discovery on Social Content Sites”, In CIDR, 2009. Sarwar, B. M., Karypis, G., Konstan, J. A., and Reidl, J. 2001. Item-based collaborative filtering recommendation algorithms. In Proceedings of the World Wide Web Conference (WWWC10). 285–295. Schwartz, B, Ranlett, M & Draper, S 2009, ‘Social Computing with Microsoft SharePoint 2007: Implementing Applications for SharePoint to Enable Collaboration and Interaction in the Enterprise’, John Wiley and Sons. Servan-Schreiber Founder of NewsFutures.com and Leading Provider, Emile, Wolfers Assistant Professor of Economics, Justin , Pennock Senior Research Scientist, David M. and Galebach Founder of Tennie C, Frith U, and Frith CD., 2010. Reputation management in the age of the world-wide web. Thomas, D. 2010. Practice Notes: Collaborative Software Design: the benefits, Health Care and Informatics Review Online, 2010, 14(1), pg 24-28, Published online at www.hinz.org.nz ISSN 1174-3379 Wolfers, J. and Zitzewitz, E. (2004) ‘Prediction Markets’, Journal of Economic Perspectives, Spring. Zhimin Chen, Yi Jiang, Yao Zhao: A Collaborative Filtering Recommendation Algorithm Based on User Interest Change and Trust Evaluation. JDCTA 4(9): 106-113 (2010) 6