amrp debesh majumdar 09bm8016 ppt

8/7/2019 AMRP Debesh Majumdar 09BM8016 Ppt

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Characterization of users ofOnline Social Networks

Debesh Majumdar2nd Year StudentVGSOM, IIT Kharagpur April 29, 2011


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Project Approach

Literature review from major journals Secondary sources of data Primary data source Observations

References


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Why OSN?


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Characteristics of OSNs

User basedo Built and directed by users themselveso Users populate the network with content and conversationso Direction of content is determined by anyone who takes part in

the discussiono Unpredictability of direction makes it dynamic and exciting

Interactiveo Presence of network based gaming applications alongside forumsand chatrooms

o These applications allow users to connect with other users andhave fun

Community-driveno Users having common beliefs or interests create communitieso New connections between users are formed based on these

commonalities


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Characteristics of OSNs

Relationshipso Number of connections of users determine the user's distance

from the centre of the networko Content published by a user proliferates exponentially as the

number of contacts increases

Emotion over contento

OSNs provide an easy way to reach out to a large number offriendso Certain sense of emotional security as friends are within easy

reacho Ability to communicate inner feelings with friends provides a

great deal of support


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Classification of users

Singletonso Degree-zero nodes who have joined the service but have never

made a connection with another usero Do not actively participate in the network

Giant componentso Represent the large group of people who are connected to one

another through paths in the networko Typically connected directly or indirectly to a large fraction of the

entire networko Contains most of the highly active and gregarious individuals

Middle regiono Consists of various isolated communitieso Small groups who interact with one another but not with the

network at largeo Represents a significant fraction of the entire population


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Insights into evolution of OSNs

Likelihood that two isolated communities will merge together

is low Almost all isolated communities are stars

o A star is a single charismatic individual linked to a varyingnumber of other users who have very few otherconnections

Evolution of stars characterized by two processeso Isolated communities grow one user at a timeo Either merge into the giant component or cease to exist

when the star loses focus Merging stars represent the outer layer of a giant component

A group of tightly-connected active members form the coreof a giant component

The average distance between users in a giant componentfalls over time


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User Content Generation

User posting behaviour of original content shows strong

daily and weekly patterns while non-original content postingdo not exhibit any temporal pattern

Users can be classified into three groups according to theirposting behaviour - steadily posting, occasionally postingand inactively posting

20% users contribute to 80% of the total content in thenetwork

User contribution for original content characterized bystretched exponential model with different parameters. Forexample, for high-quality content the distribution has a low

stretch factor indicating that it is generated by a small coregroup


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OSN use and personality

OSN use can provide a lot of data about the personality of

an individual Extrovert individuals have a significantly higher number of

connections than introvert individuals Extrovert individuals demonstrate a lower use of personal

information

Highly neurotic individuals prefer to post more photos People with low and high levels of agreeableness are

inclined to upload more pictures than people with amoderate level of agreeableness

Individuals having high degree of openness to experience

use more features from the personal information section Conscientious individuals have a higher number of friends

but make less use of the picture upload feature


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What do users ask their social network?

Question type Question topic

Recommendation Technology

Opinion Entertainment

Factual knowledge Home & family

Rhetorical Professional

Invitation Places


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Motivation for Q&A in OSN

Questions Answers

Trust Altruism

Subjectivity of question Expertise

Belief that search engines would notwork

Properties of question

Specific audience Nature of relationship

Connect socially Connect socially


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Relationship Strength

Relationship strength is modelled on the basis of the theoryof homophily which postulateso People tend to form ties with other people who have

similar characteristicso Stronger the ties, higher the similarities

Elements used to measure relationship strengtho School and university attendedo Companies worked foro Geographical location


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Revenue Models of OSNs


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Lengthen the tail


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Fatten the tail


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Drive demand down the tail


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Disclosures

Personal information can be classified intoo Default/standardo Sensitiveo Potentially stigmatizing

Approximately 25% of all possible information that couldpotentially be disclosed by individuals are disclosed

Disclosure of personal information such as gender and ageis related to disclosure of other sensitive and highly personalinformation

Younger people have more personal information on theirprofiles

Users seeking a relationship tend to disclose the greatestamount of highly sensitive information


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Privacy taxonomy

Purpose

Specification of legitimate reasons to access a specific piece ofinformation

Visibility Who is allowed to access provided data

Granularity Degree of precision that is revealed in response to a query for a

piece of data Retention

The time period during which access to data should be allowed

Registration Information required to identify data provider uniquely

Networking Information solicited by the social network to be released to its otherusers

Content Actual content with which the data provider participates in network

Activity

Web server logs, information from cookies, as well as other means


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Legends

Purpose Visibility Granularity

RSm=Reuse Same H=House S=Specific

RS=Reuse selected F=Friends P=Partial

RA=Reuse Any FoF=Friends of friends

A=Any N=Network

A/W=All/World


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Purpose

Purpose LinkedIn Twitter Orkut Facebook MySpace YouTube

Registration RA RA RSm RA RS RA

Networking A A A RAA A A

Content A A A RAA A A

Activity RS RS A RA A A


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Visibility

Visibility LinkedIn Twitter Orkut Facebook MySpace YouTube

Registration H H H H H H

Networking FAW FAW FN HN FAW AW

Content FAW FAW FN HN FAW AW

Activity H H H H H H


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Granularity

Visibility LinkedIn Twitter Orkut Facebook MySpace YouTube

Registration S S S S S S

Networking S,P S,P S S S S

Content S S,P S S S S

Activity P P S S S S


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Facebook Applications & Privacy

What information does Facebook share with applications?o Practically everything ...o Application Terms of Service

"Facebook may...provide developers access to...your name, your profilepicture, your gender, your birthday, your hometown location...your current

location...your political view, your activities, your interests...yourrelationship status, your dating interests, your relationship interests, yoursummer plans, your Facebook user network affiliations, your educationhistory, your work history,...copies of photos in your Facebook Site photoalbums...a list of user IDs mapped to your Facebook friends."

o If you set your profile to private and one of your friends adds an

application, most of your profile information that is visible to your friend isalso available to the application developer -- even if you yourself have notinstalled the application

o

Source: http://news.cnet.com/8301-13739_3-9854409-46.html#ixzz1KPfjrGfo
http://news.cnet.com/8301-13739_3-9854409-46.htmlhttp://news.cnet.com/8301-13739_3-9854409-46.htmlhttp://news.cnet.com/8301-13739_3-9854409-46.htmlhttp://news.cnet.com/8301-13739_3-9854409-46.htmlhttp://news.cnet.com/8301-13739_3-9854409-46.htmlhttp://news.cnet.com/8301-13739_3-9854409-46.htmlhttp://news.cnet.com/8301-13739_3-9854409-46.htmlhttp://news.cnet.com/8301-13739_3-9854409-46.html


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Information needs of Facebook apps

90.7% applications being given more privileges than theyneed

Source : http://www.cs.virginia.edu/felt/privacy/
http://www.cs.virginia.edu/felt/privacy/http://www.cs.virginia.edu/felt/privacy/


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Facebook's changing privacy policies

2005"No personal information that you submit to the Facebook will be available to any user of the WebSite who does not belong to at least one of the groups specified by you in your privacy settings."

Implications We are not giving your data to anyone who is not related to you in some way


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2006"We understand you may not want everyone in the world to have the information you share onFacebook; that is why we give you control of your information. Our default privacy settings limit theinformation displayed in your profile to your school, your specified local area, and other reasonablecommunity limitations that we tell you about."

Implications

We will provide everyone will some of the details you add to your profile page.


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2007"Profile information you submit to Facebook will be available to users of Facebook who belong to atleast one of the networks you allow to access the information through your privacy settings (e.g.,school, geography, friends of friends). Your name, school name, and profile picture thumbnail will beavailable in search results across the Facebook network unless you alter your privacy settings."

Implications Apart from some of the profile information becoming public, we will allow people to search for

you and display those information


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November 2009"Facebook is designed to make it easy for you to share your information with anyone you want. Youdecide how much information you feel comfortable sharing on Facebook and you control how it isdistributed through your privacy settings. You should review the default privacy settings and changethem if necessary to reflect your preferences. You should also consider your settings whenever youshare information. ...Information set to everyone is publicly available information, may be accessed by everyone on theInternet (including people not logged into Facebook), is subject to indexing by third party search

engines, may be associated with you outside of Facebook (such as when you visit other sites on theinternet), and may be imported and exported by us and others without privacy limitations. Thedefault privacy setting for certain types of information you post on Facebook is set to everyone.You can review and change the default settings in your privacy settings."Implications Your profile data is no longer limited to Facebook users. It can be accessed by search engines

and others "without privacy limitations"


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December 2009"Certain categories of information such as your name, profile photo, list of friends and pages youare a fan of, gender, geographic region, and networks you belong to are considered publiclyavailable to everyone, including Facebook-enhanced applications, and therefore do not haveprivacy settings. You can, however, limit the ability of others to find this information through searchusing your search privacy settings."Implications Some of the information you provide is now public. There is no way you can have any setting to

make them private.


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April 2010"When you connect with an application or website it will have access to General Information aboutyou. The term General Information includes your and your friends names, profile pictures, gender,user IDs, connections, and any content shared using the Everyone privacy setting. ... The defaultprivacy setting for certain types of information you post on Facebook is set to everyone. ...Because it takes two to connect, your privacy settings only control who can see the connection onyour profile page. If you are uncomfortable with the connection being publicly available, you shouldconsider removing (or not making) the connection."

Implications Any interaction you have with an application or an external website will help the application or

website to access to your and your friends' profile information.

F b k P i P li St t t


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Facebooks Privacy Policy Statement

Word count over the years

2005

1004

2006

2313

2007

3063

2009

5443

2010

5830


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Facebook's Privacy Policy Statement

Comparison with other OSNs


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Current Facebook privacy settings


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Categories of OSN applications

Category Description

Friend comparisonAllow users to declare best friends

and compare friend traits

Casual communicationAllow users to exchange messages

and write on each other's wall

Rating/RecommendationEnables users to review, compare

and recommend items

GesturesAllows users to perform virtual

gestures like poke and bite

Self expressionEnables users to express moods,

political opinion etc

Gifting Enables users to exchange gifts


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Average Age Distribution


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Age Distribution per site


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Average user per site


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Average user per site


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Observations

The average social network user is 37 years old LinkedIn has an average user age of 44 The average Twitter user is 39 years old The average Facebook user is 38 years old Most importantly, unlike popular perception, OSNs are

dominated by middle-aged people and not by the tech-savvyyounger generation


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Social Games Look whos playing


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Why are people playing?


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Disclosures on OSNs


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Who is spending the most time on OSN?


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Profile of virtual world users

Th H h i


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The Hypothesis

H0 : Classification based on number of years in Facebook andthe number of hours spent each week on Facebook areindependent

H1 : Classification based on number of years in Facebook andthe number of hours spent each week on Facebook are notindependent

Th H h i


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The Hypothesis

Number of hoursspent per week

Total Expected cellfrequencies per

null hypothesis

Less

than 5

hours

More

than 5

hours

Number

of years

More

than 1

year

11 42 53 15.55 37.45

Less

than 1

year

11 11 22 6.45 15.55

Total 22 53 75

Th T t


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The Tests

Chi

Square

X2

For

97.5%

6.41 5.02

Therefore we can say that number of years on FB andnumber of hours spent are not independent with a

confidence level of 97.5%

R f


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References

"Structure & evolution of Online Social Networks"

o Ravi Kumar, Jasmine Novak, Andrew Tomkins "Social network use and personality"

o Yair Amichai-Hamburger, Gideon Vinitzky

"Modelling relationship strength in Online Social Networks"o Rongjing Xiang, Jennifer Neville, Monica Rogati

"All about me: Disclosure in Online Social Networking profile :

The case of Facebook"o Amanda Nosko, Eileen Wood, Seija Molema

"Analyzing patterns of user content generation in OnlineSocial Networks"o Lei Guo, Enhua Tan, Songqing Chen, Xiaodong Zhang, Yihong Zhao

The long tail of social networking sites Albrecht Enders, Harald Hungenberg, Hans-Peter Denker

What do people ask their social networks and why?o Meredith Ringel Morris, Jaime Teevan, Katrina Panovich

Th k Y !


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Thank You!

amrp debesh majumdar 09bm8016 ppt

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