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Tie Strength in Question & Answer on Social Network Sites Katrina Panovich @katrina_ with Rob Miller & David Karger MIT CSAIL 1 1 Wednesday, February 15, 12

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CSCW2012 submission - see http://katrina.is for more information about my work and the paper this work is from.

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Page 1: Katrina Panovich

Tie Strength in Question & Answer on Social Network SitesKatrina Panovich @katrina_with Rob Miller & David KargerMIT CSAIL

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what song was in this commercial?

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I want to switch to linux full time but need a better music player. Any leads on one that can handle upwards of 500gb of files?

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social q&a raban and harper 2008harper, raban, rafaeli, konstan 2008

ackerman and palen 1996

social search evans and chi 2008pirolli 2009

social networks lampe and ellison 2008

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related work

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50.6% had used their status message to ask a question of their social network before

Morris, M. R., Teevan, J., Panovich, K. What Do People Ask Their Social Networks, and Why?

CHI 2010.

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recommendation

opnion

factual knowledge

rhetorical

invitation

favor

social connection

offer

technologyentertainmenthome & family

professionalplaces

restaurantscurrent events

shoppingethics and philosopy

29% Recommendation 29% Technology

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Morris, M. R., Teevan, J., Panovich, K. What Do People Ask Their Social Networks, and Why?

CHI 2010.

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How well do you know this person?

Median 4 out of 5

Morris, M. R., Teevan, J., Panovich, K.A Comparison of Information Seeking Using

Search Engines and Social Networks. ICWSM 2010.

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tie strength:measure of the strength of a friendship

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Granovetter, M. American Journal of Sociology, May 1973.

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The Strength of Weak Ties

weak ties travel in different circles & know more diverse information

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The Strength of Weak Ties

weak ties travel in different circles & know more diverse information

Granovetter, M. American Journal of Sociology, May 1973.

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weak ties...

- cited at least 19,302 times

- can help us get jobs

- provide us with bridging social capital

- know diverse information

- are our extended community

- can introduce serendipity

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research questions

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research question 1

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Does tie strength have the same ‘strength of

weak ties’ effect in this case?

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How does the relation between tie strength and answer quality

play out?

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research question 2

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study overview

- participants asked questions

- we surveyed them about the responses they got

- regression analysis of tie strength vs answer qualities

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strong ties...

provide answers we value more in general

provide already-known information less

contribute to overall knowledge more

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methodology

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?

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participants asked tech recommendation questions

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?

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19 participants

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?

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does anyone have a good camera to recommend? size-wise, i'm looking for something between a giant DSLR and a tiny point-and-shoot

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anyone flown delta? good? bad?

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19 participants104 responsesall answered

median 3 responses

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how close each friendship was

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Days since last commDays since first commIntimacy x Structural

Wall words exchangedMean ts of mutual friends

Educational differenceStructural x Structural

Reciprocal Serv. x Reciprocal

Participant-init wall postsInbox thread depth

Participant’s no. of friendsInbox pos. emotion wordsSocial Distance x Structural

Participant’s no. of appsWall intimacy words

Gilbert & Karahalios CHI ’09Predicting Tie Strength with Social Media

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Days since last commDays since first commIntimacy x Structural

Wall words exchangedMean ts of mutual friends

Educational differenceStructural x Structural

Reciprocal Serv. x Reciprocal

Participant-init wall postsInbox thread depth

Participant’s no. of friendsInbox pos. emotion wordsSocial Distance x Structural

Participant’s no. of appsWall intimacy words

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Days since last communication

Days since first communication

Wall words exchanged

Mean tie strength of mutual friends

Participant’s number of friends

Inbox positive emotion words

Wall intimacy words

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How strong is your relationship with this person?

r = 0.50

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tie strengths ofall friends of all participants

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Tie Strength

Freq

uenc

y

0.0 0.2 0.4 0.6 0.8 1.0

0500

1000

1500

2000

2500

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tie strengths offriends who answered questions

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0.0 0.2 0.4 0.6 0.8 1.0

05

1015

2025

30

Tie Strength

Freq

uen

cy

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all friends all answerers

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0.0 0.2 0.4 0.6 0.8 1.00

510

1520

2530

Tie Strength

Freq

uen

cy

Tie Strength

Freq

uenc

y

0.0 0.2 0.4 0.6 0.8 1.0

0500

1000

1500

2000

2500

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answer quality

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1. content

2. novelty of the information

3. person

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unpacking answer quality

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1. content

2. novelty of the information

3. person

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unpacking answer quality

content

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1. content

2. novelty of the information

3. person

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unpacking answer quality

novelty

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1. content

2. novelty of the information

3. person

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unpacking answer quality

person

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how on topic is this answer?

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content

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how supportive is this answer?

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content

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how interesting is this answer?

content

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how much do you trust this answer?

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content

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how much does this answer provide novel information?

novelty

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how much does this answer verify information you already knew?

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novelty

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how much does this answer contribute to your

overall knowledge?

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novelty

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how knowledgeable is this person about this topic?

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person

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what value do you generally place on answers from this person?

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person

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tie strength vs

answer quality

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linear regression results

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Top

ic

In

tere

stin

g

Su

pp

orti

ve

Know

led

geab

le

N

ovel

Tru

st

Ove

rall

Alr

ead

y

Val

ue

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how much does this answer verify information you already knew?

how much does this answer contribute to your overall knowledge?

what value do you generally place on answers from this person?

Ove

rall

Alr

ead

y

Val

ue

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0.0 0.2 0.4 0.6 0.8 1.0

23

45

67

Tie Strength and Value

What value do you generally place on answers from this person?

Tie Strength

Value

tie strength and value of this friend’s answers

R2 = 0.065β = 0.071p < 0.05

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0.0 0.2 0.4 0.6 0.8 1.0

23

45

67

Tie Strength and Value

What value do you generally place on answers from this person?

Tie Strength

Value

tie strength and value of this friend’s answers

R2 = 0.065β = 0.071p < 0.05

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Closer friends provide answers we value more in general.

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tie strength and already known information

0.0 0.2 0.4 0.6 0.8 1.0

12

34

56

7

Tie Strength and Already Known Information

How much does this answer verify information you already knew?

Tie Strength

Knew

Already

R2 = 0.062β = –0.038p < 0.01

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tie strength and already known information

0.0 0.2 0.4 0.6 0.8 1.0

12

34

56

7

Tie Strength and Already Known Information

How much does this answer verify information you already knew?

Tie Strength

Knew

Already

R2 = 0.062β = –0.038p < 0.01

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Closer friends were less likely to provide information that the participant already knew.

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tie strength and overall knowledge

0.0 0.2 0.4 0.6 0.8 1.0

12

34

56

7

Tie Strength and Overall Knowledge

How much does this answer contribute to your overall knowledge?

Tie Strength

Overa

ll K

now

ledge R2 = 0.036

β = 0.031p < 0.05

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tie strength and overall knowledge

0.0 0.2 0.4 0.6 0.8 1.0

12

34

56

7

Tie Strength and Overall Knowledge

How much does this answer contribute to your overall knowledge?

Tie Strength

Overa

ll K

now

ledge R2 = 0.036

β = 0.031p < 0.05

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Closer friends’ answers that are more likely to contribute to our overall knowledge.

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correlations between quality metrics

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How on topic was this answer?

How knowledgeable is this person about this topic?

How supportive is this answer?

How much do you trust this answer?

β = 0.51

0.60

0.48

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How knowledgeable/trustworthy is this friend about this topic?

How on topic is this answer?

What value do you generally place on answers from this person?

How supportive is this answer?

0.35

0.44

0.43

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tie strength

expertise

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tie strength

expertise

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I look for answers where people didn’t just recommend a product but gave reasons from

their experience or pointed to reviews

online.65

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I guess a lot of evaluating is my

estimation of the source reliability (the person).

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[It’s] just kind of a personal experience

with products that I’m looking for.

...

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For example, I know [0.06] does a lot of camera work, and

[0.718] is a professional photographer, so I

value their answers more.

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here’s where tie strength matters

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value overall knowledge already known info

and here’s where it doesn’t.

on topic knowledgeable about topic supportive

interesting novel information trust

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implications

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Horowitz, D., Kamvar, S. The anatomy of a large-scale social search engine. WWW 2010.71

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Horowitz, D., Kamvar, S. The anatomy of a large-scale social search engine. WWW 2010.72

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Horowitz, D., Kamvar, S. The anatomy of a large-scale social search engine. WWW 2010.73

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limitations

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Does tie strength have the same ‘strength of weak ties’ effect in this case?

How does the relation between tie strength and answer quality play out?

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when they mattered at all, stronger ties were actually slightly better

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tie strength

expertise

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thank you

Greg Vargas, Karrie Karahalios, Mark Ackerman

UID and Haystack groups

our participants

Xerox, NSF, Google

reviewers

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Tie Strength in Question & Answer on Social Network Sites

Katrina Panovich MIT CSAILhttp://katrina.is

Ove

rall

Alr

ead

y

Val

ue

strong ties > weak tiesexpertise > tie strength

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