using online social media to cope with socially shaped health issues karnesh mistry philip...
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USING ONLINE SOCIAL MEDIA TO COPE WITH SOCIALLY SHAPED HEALTH ISSUES
Karnesh MistryPhilip Zhuravlenko
Mustafa S Cidik
Outline
1) Theoretical and Methodological Background Challenge Strategy Theoretical solution Computerized solution model
2) Example Application: Tackling Obesity Application functionalities Algorithms, Social Networks and APIs
PART 1:
THEORETICAL & METHODOLOGICAL BACKGROUND
Challenge
Societal costs of smoking in UK is £13.7 billion per year (Nash & Featherstone, 2010)
Cost to the UK economy of overweight and obesity was estimated at £15.8 billion per year in 2007
(Public Health England, 2013)
Alcohol-related harm overall costs the NHS in England £3.5 billion a year
(National Treatment Agency for Substance Misuse, 2013)
People's personal networks are homogeneous with regard to many sociodemographic, behavioral, and intrapersonal characteristics (McPherson et al. 2001)
“Obesity, smoking, alcohol consumption, depression as well as patterns of health screening, sleep and drug use have all been shown to spread along the social networks” (Coiera, 2013)
Evidence
Homophily: Similarity breeds connection
IMPLICATION
Building upon online social media: Online social networks possess many
important aspects of offline social networks (e.g. Coviello et al., 2014)
Online networking and community forming capabilities
Availability of computational data
Using Communities of Practice (Wenger, 1998): A Social Learning Theory Capturing the full richness of the social
world Sense-making, problem formulation and
solving
Strategy
??Challenge Communities of
Practice (CoP)
Understanding the Problem andSense - making
Social Media
DB
APIs
Social and Qualitative Realm
Redefinition of the challenge & the solution
from CoP Perspective
Social Network Analysis (SNA)
Translation of the challenge & the solution in the
computational world Computerized SolutionAlgorithms
Computerized and Quantitative Realm
Theoretical Model
Using Communities of Practice: A Social Learning Theory (Wenger, 1998) for sense-making, application design and application administration:
Why Communities of Practice (CoP)?
“Learning transforms who we are and what we can do, it is an experience of identity. It is not just an accumulation of skills and information, but a process of becoming – to become a certain person or, conversely, to avoid becoming a certain person” (p. 215).
Focus on practice (i.e. community) and identity (i.e. individual)
Ultimate purpose is to create and sustain a community of practice which learns and continuously defines “well being” and “healthy living”
??Challenge Communities of
Practice (CoP)
Understanding the Problem andSense - making
Social Media
DB
APIs
Social and Qualitative Realm
Redefinition of the challenge & the solution
from CoP Perspective
Social Network Analysis (SNA)
Translation of the challenge & the solution in the
computational world Computerized SolutionAlgorithms
Computerized and Quantitative Realm
Theoretical Model
Using Social Network Analysis (Scott, 1991) for mapping, analysis and automation:
Why Social Network Analysis (SNA)?
Social Network Analysis (SNA) focuses on patterns of relationships between actors and examines the availability of resources and the exchange of resources between these actors (Haythornthwaite, 1996)
Ability of ego-network and whole-network analysis
Suitable for computation and for using with social media data
Engagement:Identification through our direct experience of the world, the ways we engage with others, and the ways these relations reflect who we are
Imagination:Identification through our images of the world, both personal and collective, that locate us in various contexts
Alignment: Coordinating our energy and activities in order to fit within broader structures and contribute to broader enterprises
Modes of Identification(Wenger, 2012)
PART 2:
EXAMPLE APPLICATION: TACKLING OBESITY
Application functionalitiesAlgorithms, Social Networks and APIs
Introduction
• Developing a Facebook application following the theoretical model
• Rate of becoming obese is estimated to increase by 0.5 percentage points for each obese social contact we have (Christakis & Fowler, 2007)
Examples of Application Functionalities
ENGAGEMENT IMAGINATION ALIGNMENT
Interactive app. wall Success stories Vision statement
Crowdsourcing platform Look back videos Mottos
Messaging, commenting, forums, chat rooms
Visual representation of the local groups on map
Promotional videos with celebrities
Friending / buddying Connection of broader geographical groups
Implications of the improvement
Crowdsourcing platform Shared long term plans Procedures, schedules
Creating events Justifications Trending stories
Creating interest groups Similar stories Recommendations
News / suggestions feeds Process transparency Anonymous initial memb.
Reward points & ranking Org. charts Performance boards
Different levels of memb. Easy access to key people Risk boards
Participation meter Complaints & suggestions Calorimeter app.
Local meet-ups Dashboard with poll Terms and conditions
??Challenge Communities of
Practice (CoP)
Understanding the Problem andSense - making
Social Media
DB
APIs
Social and Qualitative Realm
Redefinition of the challenge & the solution
from CoP Perspective
Social Network Analysis (SNA)
Translation of the challenge & the solution in the
computational world Computerized SolutionAlgorithms
Computerized and Quantitative Realm
Theoretical Model
FacebookDB
XYX
ZY
XYZ
SNA
?
?
?
Algorithms
SNA and Algorithms
• Using Facebook data through APIs• API = Application Programming Interface• Facebook APIs as data source SNA as the analysis
tool• Facebook APIs can be used to extract information which
can be used in Social Network Analysis• E.g. use of APIs to understand the connections of
individuals based on their social interactions/location/gender etc.
• E.g. use of APIs to find connections with groups or individuals based on issues they may have, in our case it is obesity
Facebook APIs
IT:
FB API X FB API Y FB API Z
FB DB
Algorithm X Algorithm Y Algorithm Z
Overall Output
Result X Result Y Result Z
META ALGORITHM
Facebook APIs and need for Algorithms
A B C
IT: Examples of Facebook APIs
• Graph API• Open Graph API• FQL API• Keyword Insight API• Chat API• Atlas API etc.
Graph API – Open Graph API – SNA
Graph & Network Theories
Graph – Open Graph API
IND
IND
IND
IND
Definition • Used to get data in/out of the Facebook’s social graph• Allow users to post new stories, upload pictures• Share information with each other
Relation• Allows for communication across all formats, provide in
depth view of someone promoting what they have been through, success or failure
IT: Basic SNA Concepts
• Networks• Tie Strength• Key Players• Cohesion
Peter
Peter’s ‘whole’ School Network Peter’s ‘Ego’ Network
Hi I am PeterI go to school
I am in my Year 10
A
FB
C
P
D
H
G
P
Peter’s School Peter’s Circle of Friends
B
J
KR
PeterPeter
Football Club FriendNeighbour 1
Neighbour 2
School Friend
Networks
Definition• Used to expose an analysis layer on top of Facebook
posts which enables us to query aggregate, anonymous insights about people mentioning a certain term
Relation • Allow us to monitor what people are mentioning in the
group or on their own Facebook page anonymously• Locate individuals based on gender, location and age• Return the number of times an individual has mentioned
a specific term
Example API: Keyword Insight
Definition• Used to allow instant messaging between users, send
and receive plain text and pictures e.g. ‘Peter’ at school connecting with his friends
Relation • Integrate Facebook chat into the app, allow for instant
messaging within the group • Allows for long lived conversations within the group or
between individuals
Example API: Chat
Frequency of Interaction
P B
MonTueWed
TueWedFri
Weight 1
Identification of Similarities
Weight 2
Weak vs Strong
Y
CD
B
P
P
E
No of Mutual Friendsbetween P and B
Weight 3
Peter Ben
Peter
Ben
Tie Strength
Tie strengths API Picture / icon
Frequency of interaction Keyword Insight
Facebook API
Identification of similarities Facebook FQL API
No of Mutual Friendsbetween P and B
Facebook FQL API
Example of Tie Strength link to APIs
Definition• Uses SQL style interface to query the data exposed by the
Graph API• Used to query data for e.g. retrieve information about users
based on the type of data the user has
Relation• Use the query to connect and identify individuals that are
part or a certain database i.e. retrieve individuals based on location, interests etc.
Identification of Similarities/No of Mutual Friendsbetween P and B• e.g. can find the number of people that like certain
things for instance food, drinks, music etc. • Once that has been established, we can identify
the relation between each individual
FQL API
?
What N. Of People can be reached ?
P B C
F G H L N M X Y Z
Buy 1 get 1 free offer on fries
Degree
Betweeness
Closeness
Eigenvector
Key Players
High
Medium
Low
Definition • Used to promote ads within an app• Ads can relate to the app itself
Relation• Allows us to promote ads relating to any type of issues,
promotions etc. Within the app, this will engage the group and at the same time be informative
• We will be able to promote new ways to become healthy/fit/motivation/exercise/rewards
• Can use the Key Players to communicate and promote to others in the group
Atlas API
P B
100 Connections 1000 Connections
P D C B
Types of Preferential Attachment
Popularity
Quality
Mixture of Both
Density
Average and longest distance
Cohesion – Connecting Together
P B C D E FClustering
Conclusion
• Online social media can help us to cope with socially shaped diseases
• Social theories should be incorporated in our solutions to assure that the solutions are viable and sustainable
• Urgent action is required to tackle socially shaped diseases to create healthy and sustainable societies and therefore a sustainable future
THANK YOU!