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Intelligent Social Network

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Intelligent Social Network Intelligent Social Network Sandeep Kumar Sood Computer Science & Engineering Guru Nanak Dev University, India 1 Introduction During the past forty years, we have witnessed the realization of many of early researchers’ visions. We have seen computer system shrink in size and cost by several orders of magnitude. We have seen memories increase in storage capacity to the point where they match up with human brain’s storage capacity. We have seen the speed and reliability of system improve significantly. Similarly, Intelligent Social Network is one of the vision setup by the researchers for future. Social network is a communication means for likeminded individuals or organizations. When the information exchanged among different people is analysed to draw intelligence, it is referred as Intelligent Social Network. Different mathematical tools and software are designed and developed for Intelligent Social Network. Intelligent Social Network is a system of artificial intelligence to store large amount of information and process it at very high speeds which could emulate most of human abilities and capabilities. Intelligent Social Network is used to identify, represent, analyse, visualize or simulate nodes (e.g. agents, organizations, knowledge). It is a network analysis tool (software) that allow researchers to investigate representations of networks of different size ranging from small (e.g. families, project teams) to very large (e.g. Internet, disease transmission). Such kinds of tools provide mathematical and statistical routines that can be applied to the network model to draw intelligence. It is used for the visual representations of social networks that help to understand network data and analyse it according to the requirements. Visualization is often used as an additional or standalone data analysis method. With respect to visualization, network analysis tools are used to change the layout, colours, size and other properties of the network representation. This system is used as a powerful research and data collection tool in order to identify and target relevant customers. The required output data is in the refined and organised form. Results can be analysed using different analysis tools. Intelligent solutions provided by these networks help to achieve social networking marketing goals and businesses. This paper is organized as follows. In Section 2, we explore the concept of social networks. Sec- tion 3 discusses the concept of intelligent social networks. Section 4 describes the characteristics of intel- ligent social networks. In Section 5, we present visualization representation of social networks. Section 6 discusses the applications of intelligent social networks. The problems with social networks are shown in Section 7. Section 8 concludes the paper. 2 Review of Social Networks Social network is a good mean to get the market trends, requirements of the customers and knowledge about the competitors. It helps the individual to invite conversation, collaboration and idea co- creation. On the Internet, there are many websites such as YouTube, Facebook, Twitter, MySpace, LinkedIn and Orkut that promote social interactions. Social networking websites allow creating a profile and posting information about individual or organization. These profiles can be kept private or public by choosing what information your friends can see and what other site visitors can see. People form groups on such websites and many discussions take place in these groups. It helps you to add friends to your friends list and interact with them regularly. Adding a person to your friends list gives him or her access to your personal profile, photographs, contact information etc. Joining a social network online is a great way to meet new people, learn about new things and find communities that encourage a hobby or passion. It helps you to learn a vast amount of new things about your passions by joining a community. 3 Intelligent Social Networks Knowledge derived from information exchanged during communication in social network leads to intelligent social network. Social intelligence can be achieved using blog on social intelligence, collaboration , messaging and social space based developing advanced technologies to improve the consumer rich experience. Social network analysis (SNA) (Borgatti et al., 2005) is a technique that helps companies and governments to analyse the patterns of different types of relationships that exist among people and groups in online communication. It examines the interdependence and social structure of all the individuals in a specific organization. It collects the data from various sources like surveys, blogs, e- mails and other electronic means and then performs analysis on the collected data to identify the relationships. After that mining is done on extracting information to derive valuable intelligence. It is generally used to carry out the analysis of organizations and different collaborative environments like research and developments teams, supplier networks and organizational units. Many organizations are using SNA to understand the flow of knowledge and information and to highlight all the opportunities that favour an increased knowledge flow and improve the performance (Wasserman & Faust, 1994). Organization related network maps are helpful to manage changes in an organization effectively. It target marketing campaign, innovative governments, financial institutes, crime and fraud protection, investigating relations, communication and transactions flows to detect suspicious and fraudulent behaviour. It carries out the process of mining data from different applications like major online social networks as LinkedIn, MySpace and Facebook. The branch of SNA called Organization Network Analysis (ONA) is mainly used to carry out the studies related to different informal social groups and networks that are working in the similar enterpris- es. It carries out value network analysis that focuses on the examination of tangible or intangible ex- changes among people of groups present in multiple organizations. With the growth of major brands en- gaging consumers across social channels, more brands today have a greater need for relevant engage- ment. Social sites that have harnessed and engaged their customers have compelling contents and tap their passions. This creates a huge marketing opportunity called Content Marketing. The crowd sourced social intelligence provides a direct path to see what content is trending around the community (Content Consumption Graph). Monitoring the social interaction around your feed provides a direct path by giving the most relevant contents to your community and at the same time getting the most out of them (Wakita & Tsurumi, 2007). A study conducted by the University of Minnesota suggested that social networking sites improved technology and communication skills. It boosted creativity and exposed students to new and diverse world views. Social networking activity taught students how to edit content, to think about design and encourage for production and sharing of poetry, art, photographs and video contents. These students also tended to do better in examinations. This network technology helps to made large network of friends. Now the paradigm is shifting to social networking with intelligence as listed ahead. 3.1 Zahdoo (URL 2010a) Now the time has come for networking with intelligence. Zahdoo is a step in the same direction and had put a step forward to mix intelligence with networking. Zahdoo has categorized networking into public and private networking. It has many useful features like task scheduling, sharing and collaboration of tasks and projects among family members and thus helps them to work together. It has the ability to create webpages with a click of a button and share multimedia on the same to share events and important ideas. Zahdoo has added intelligence in networking with the help of feature called ‘CADIE’ that helps the people to recognize, distinguish and organize the information and relationships. It helps to search a particular topic and gives the best and required information from the web. Though it’s certain features need improvements such as site interface. Moreover, its description is complex that makes it difficult to use. That can be simplified so that the user can work with it more freely. Zahdoo has to put some efforts for the betterment of the user interface and should provide better demo to the users otherwise it will be just another social networking site existing on the web space without much popularity. 3.2 CityIn (URL 2010b) CityIn is a new Chinese social network service that aims to bring people together by matching their personnel interests, entertainments, products, icons and others. CityIn follows textbook ways of connecting people and objects by object centric social networks and knowing the common interests of the group of people. It makes use of huge databases and very sophisticated intelligent technology to come up with good results. It works like that someone is fond of iPhone, using this technology we can find out which other people expressed their interest in iPhone. We can browse who also liked iPhone and also find out what other items being liked by those people who liked iPhone. 3.3 Friendlee (URL 2010c) HP researchers have designed an entirely new kind of social network named Friendlee that focuses on the intimate connections among close friends, family and colleagues. This application is designed to operate on mobile phone to track calls
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