Intelligent

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. is often used as an additional or standalone 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 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, , 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. (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 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 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 and message records to find out your friends and then adds those people to your social network. It also tracks the business related calls to identify preferred services required by the customer so that information can be shared among friends. In Friendlee, the is automatically constructed with minimal input required from the user since the software tracks the call and messaging history to determine your connections. It provides a set of ambient awareness indicators that contain use- ful information about your friend’s status. These indicators include current location, time spent at that location, local time, weather, a status message and even your friend's phone status like busy, on hold, engaged, silent or vibrate. It helps to see your immediate contacts as well as your friend contacts. Every- one is not comfortable in sharing their contact information with a social network so Friendlee includes privacy controls that let you configure who gets to see what. In this way, you can configure anyone in the family category to see everything but other groups would have access to restricted information. The three components of Friendlee are phone based client, a web interface to interact with the data and a backend server that stores a copy of all the information in a database. The client would synchronize with the serv- er several times per minute and updating the system with call history, location, time and other infor- mation. Friendlee system allows the users to share their situational data such as their location, local time and weather similar to the Google Latitude and BrightKite services.

3.4 Sonar Dashboard (URL 2010d) Sonar Dashboard is designed to increase cohesion, collaboration and innovation in large organizations such as Trampoline. Interactive network visualizations and expertise search enable users to find and connect with the people they need at work and see the social networks and information flows operating across the enterprise ecosystem. It provides employees with individual profiles, a news feed of network activity and a contact list. Sonar Dashboard is automatically updated through integration with employees’ everyday work such as by using e-mail via Trampoline’s Sonar Server, which analyses the social networks, information flows and expertise located within corporate information.

3.5 Dealmaker® Pulse (URL 2010e) TAS Group developed Dealmaker® Pulse which provides intelligent social networking for sales and instant objective deal alerts. Pulse lets you keep your 'finger on the pulse' of critical sales events and customer relevant Products/Services sentiment by following sales opportunities. It gets feeds from Twitter and LinkedIn. Pulse is available as part of the Dealmaker sales performance automation platform. Dealmaker Pulse improves knowledge and collaboration relevant Products/Services across sales teams. With permission, anyone can follow any sales opportunity. Pulse advises them of changing scenarios in real-time. It allows sales people and management to interact with each other around deals and accounts using the familiar metaphor of popular micro-blogging technologies like Twitter. For the first time, business-to-business sales organizations are provided with informed, instant, objective deal alerts as part of their social networking conversations. This automated, high-value content generation is unique and ensures that these notifications are relevant, timely and benefit from sales best practices. Moreover, since Pulse brings the information to you, it dramatically reduces surprises that affect sales and management when the status of important deals suddenly changes. Pulse's ability to enable, encourage and extend conversations among sales people around deals and accounts will help to make internal social networking truly useful in the corporate sales setting. Pulse can automatically provide real-time insights to the salesperson and their manager based on intelligence it gathers from Dealmaker. For the salesperson, Pulse delivers real-time expertise to guide them through their deals. For managers, Pulse proactively alerts them to changes in the deals across their field force and gets the required suggestions at that point. This combination of machine, human intelligence and coaching has the ability to fundamentally boost sales performance across the enterprises.

4 Characteristics of Intelligent Social Networks

Social networking has changed the Internet scenario over last few years. The Internet always was a con- venient place to meet new people with common interests but its networking aspect has given opportunity for business. Many social networking sites have bloomed in the last few years. Almost everyone has an online public profile on some site. This is especially true for teenagers as social networking has become very popular among them. Different characteristics of intelligent social networks are discussed ahead.

4.1 Network Expansion

Social networking concept is already in business in companies like Amway. It uses network marketing operations based on a core business model that has made Rich DeVos (the co-founder of Amway) one of the wealthiest people in the world. It has been around for over 50 years and this business model revolves around social networking to build businesses and has been very successful model till today. A lot of companies have followed the footsteps of Amway model for their business. Motivation has always been a part of network marketing. It’s the fuel that keeps us going when the inevitable bumps in the road arise. Someone who understands the basis for network marketing as a business can still do well. Social networking helps you to increase the circle of people that you can influence to purchase your products. Each person you contact is almost sure to know a few others who would be interested in your product or service. It also helps you to get a few pointers and e-mail addresses of the persons of your business interest.

4.2 Social Acquaintance Social Networking helps to build a personal relationship with people of your business interest. We can understand the needs and requirements by two way communication with the intended person. We can resolve their queries and doubts and thus build a relationship of trust so that customer considers us an expert in such matters. They will communicate it to their friends and social circle who in turn may contact us for their professional inputs. Forums are a good way to meet more people and build stronger relationship with the people across the globe.

4.3 Online Reputation In depth knowledge in specific area and honest way of communication with the people across the globe will help you to make a good online reputation. The people will recognize you and your business as a reliable brand. You would have done this without any advertising and also gained a reputation for knowledge and reliability. You need to give your customers a lot first and then look for a little return for good online reputation. Establish yourself and help the customer to figure out what he or she is looking for.

4.4 Low Cost Marketing By knowing the interests and requirements of the people, you can give them information about the intended product they are looking for and the services either by email or by directing them to your website to know in details of the required product. This is the low cost marketing for your products and still reaching the targeted customers. Social networking is a tool to build and enhance your reputation and allow you to market your products at a very low cost.

4.5 Social Networks Social networks provide many benefits that improve our overall quality of life. They provide emotional and physical support in times of crisis. They help to keep better physical, mental health, less risk of de- cline in activities of daily living and greater feeling of personal control. Having social relationships that are enjoyable and meaningful is more important than having a large number of social interactions. Close personal relationships such as a happy marriage or close relationships with family or friends seem to be the most important. However, close relationships that are filled with disagreements and conflict work in the opposite direction. Having a large social network can have both positive and negative effects. A large social network offers the opportunity for greater involvement and contribution. However, we shouldn’t allow ourselves to rely completely on social networks.

4.6 Social Skills Schools and teachers have always been expected to promote social skills among students by how to collaborate, negotiate conflict, exchange information and cooperate with each other. The skills developed with smart technology are definitely better than traditional classroom learning. The employers and the world economy now consistently demands technological proficiency, civic duty, communication, teamwork, cultural awareness and financial literacy. Many of these skills can be learned and experienced through social networking and media. That helps to reach conclusions quickly and without confusion in a workplace. The educators and parents have an enhanced responsibility to monitor students’ interactions with these tools, setting guidelines and a model for proper behaviour. We have to start taking advantage of social networking and stop ignoring it.

4.7 Health Benefits The carepages.com is the largest online community of people helping each other with emotional challenges of a medical situation. More than three million members are there to communicate and connect with each other. Its resources guide people through their experiences. Their goal is to help people to make decision regarding health control. These services address both the emotional and informational health care needs of its members.

4.8 Exposure Marketing the business online through social networking websites gives a huge number of prospective clients or customers. YouTube alone has 3.75 million user channels and still growing. When you use a blog to provide information on your product or service, you'll boost by seeing the number of people that come to your website specifically for your product or service. They have come online to look for a specific product or service, which you are delivering. You are not marketing to people who may not need your services.

5 Visualization Representation of Social Networks

Visual representations of social networks help us to understand the network data and draw the analysis from there. Many of the analytic software have modules for network visualization. Exploration of the data is done through displaying nodes those bind in various layouts, attributing colours, size and other advanced properties. The network data can typically be represented using graphs, matrix, clustering and for network layout. Intelligence is required to draw intuitive interpretation from them. Various new methods such as have been developed in order to display network data in more intuitive format. Different approaches of participatory network mapping have proven useful in social network analysis. Here participants/interviewers provide network data by actually mapping out the network (with pen and paper or digitally) during the data collection session. One benefit of this approach is that it allows researchers to collect qualitative data and ask clarifying questions while the network data is collected. Examples of network mapping techniques are Net- (pen and paper based) and Venn Maker (digital).

5.1 Graph Representation Social networks refer to the informal concept describing an object composed of elements and interactions or connections among these elements. The natural means to model networks mathematically is provided by the notion of graphs. A graph G = (V, E) is an abstract object formed by a set V of vertices (nodes) and a set E of edges (links) that join (connect) pairs of vertices. The vertex set and edge set of a graph G are denoted by V (G) and E (G) respectively. The cardinality of V is usually denoted by n and the cardinality of E by m. The two vertices joined by an edge are called its end vertices. If two vertices are joined by an edge and they are adjacent termed as neighbours. Graphs can be undirected or directed. In undirected graphs, the order of the end vertices of an edge is immaterial. In directed graphs, each directed edge (arc) has an origin (tail) and a destination (head). Graphs that can have directed edges as well as undirected edges are called mixed graphs but such graphs are encountered rarely. In multigraphs (both undirected and directed graphs), we may allow the edge set E to contain the same edge several times, i.e., E can be a multiset. If an edge occurs several times in E, the copies of that edge are called parallel edges. Graphs with parallel edges are also called multigraphs. A graph is called simple if each of its edge is contained in E only once that means the graph does not have parallel edges. An edge joining a vertex to itself, i.e., an edge whose end vertices are identical is called a loop. A graph is called loop free if it has no loops. Weighted graphs are useful to associate numerical values (weights) with the edges or vertices of a graph. Depending on the context, edge weights can describe various properties such as cost (e.g. travel time or distance), capacity and strength of interaction or similarity.

5.2 Matrix Representation An algebraic representation of network relations can express all the Information embedded in a . The standard algebraic network data is represented in a rectangular array of elements called a matrix. In networks of directed relations, the actors (e.g. attributes, events, locations) arrayed in the matrix rows are initiators of the specified relation and the actors arrayed across the columns are the recipients of the relation. It is one of the most common ways to represent and analyse the data mathematically.

5.3 Clustering

Clustering algorithms (Freeman, 2007) can be used to sort contents into categories which are discovered automatically based on a similarity criterion. Its typical output representation is a binary tree or hierar- chy. Binary trees quickly become too deep as each level has only two nodes. This representation has been used for retrieval rather than browsing. Hierarchies are typically generated using divisive partitioning algorithms (e.g. divisive k-means) or manually constructed concepts such as with social book- marks/folksonomies and web directories. Web directories are particularly beneficial to the users who are not familiar with the topics and their relations. The search engines such as Vivisimo do cluster results. However, at each level in the tree there is always a category “other topics” where many documents are clustered. In addition, as with the other unbalanced trees, there is no relationship among the topics at each level.

5.4 Cohesive Subgroups ()

Group cohesiveness is defined as ‘interpersonal attraction’ among members of a group. The degree of cohesiveness is reflected by the number of positive sociometric choices made into the group by members of that group. The measure of cohesiveness excludes sociometric choices received by the group from other groups and choices given by the group to other groups (Pepitone & Kleiner, 1957).This definition of group cohesiveness closely relates to the definition of cohesive subgroups (cliques). A clique consists of some number of actors (more than two) having all possible ties present among themselves. Cliques may overlap means that the same node or set of nodes might belong to more than one clique (Wasserman & Faust, 1994). n-clique allows an actor to be a member of a clique even if they do not have ties to every other member within the clique so long as they have ties to some members and no further than n steps from all members of the clique. One of the problems with n-clique might be that n-clique may not even be connected. The idea of n-clan is a minor modification of n-clique approach. Mokken (1974) proposed the idea of n-clan by limiting the diameter of the n-clique to n. So, n-clan is an n-clique in which geodes- ic distances between all nodes in the sub graph is not greater than n for paths within the subgraph. The way to find the n-clan is to examine all the n-cliques and exclude those that have a diameter greater than n. An n-club is defined as a maximal sub graph of diameter n. Distances between all the nodes within the subgraph are less than or equal to n. Cohesive subgroups (or cliques) have been a crucial link between individuals and organizations. Sociologists have argued that individuals are most strongly influenced by their primary groups i.e. the people with whom they frequently communicate. Organizational theorists have also argued that large organizations are composed of essentially non-overlapping subgroups which contain dense interactions (Mokken, 1974; Murshed & Hossain, 2007). The presence of cliques does not in itself necessarily produce disintegration in groups or organizations.

6 Applications of Intelligent Social Networks

Intelligent social networks help in searching patterns and anomalies in data which are helpful in government intelligence, law enforcement and homeland security. The process of analysing the phone calls records collected by the National Security Agency to search for terrorist activity is one of the good examples of intelligent social network. The other important applications are tracking business intelligence, money laundering, insider trading, insurance and retail frauds. It helps in implementation of intelligence, defence and law. It uses techniques for drawing and recommending intelligent solutions.

7 Problems with Social Networks

In social networking applications, the networks become crowded with people who you hardly know but find them interesting. That is a social network but it does not reflect your real-life relationships. Similar issues are faced by the mobile social networks in applications like Loopt and Brightkite require you to add friends you only know marginally well. Most social networking sites put all user submitted information on public view by default. This is to promote normal interaction but the people with malicious intentions can also access the profile. This is harmful as they have direct access to contact information and photographs as well. Another disadvantage of social networking sites is the fact that there is no verification procedure for people who wish to join the site. Almost the entire Internet allows you to remain anonymous if you want. That is why there is no assurance that the person may actually be who he claims to be online. For example, a man can easily create a profile of a woman and befriend people. Similarly, an older person can pretend to be a child and indulge in immoral activities. Censorship is another issue which has not been tackled effectively on social networking websites. Explicit language is not censored in groups and discussion boards. There have even been cases where pornographic pictures were posted on certain photo albums. Often such cases go undetected until somebody reports it. There is also a lot of racist, violent and pronological material that exists on social networking sites. All good things come with its evils. Even though social networking is a great concept, there are many precautionary measures that you should take to ensure it is a safe experience (Hamilton, 2006). A profile which does not have adequate privacy settings can be easily accessed by any user who logs on to such sites. If parents learn about their children's online world, they can help them to deal with their prob- lems. Online communication lacks the usual social clues such as body language, tone of voice and facial expressions. That is why adolescents are more open online and is free from social fears. Social network- ing also raises privacy issues, shortening of attention spans, encouragement of instant replay and self- centeredness. Today’s children are living in a world of cell phones, instant messaging and social net- working. Parents also worry because they don’t know who their kids’ friends are because they do meet them online. As children are generally unaware of the consequences of inadequately protecting their identity online, it becomes parent’s responsibility to ensure that they do not face a difficult situation. It is common knowledge that there are many immoral people online who targets and victim children on social networking sites (Scott, 2005). It is also possible that child may be exposed to explicit content through a site. Pinch of intelligence can be added in social networking sites as follow:

1. Visit the site yourself and browse through it to check for loopholes. 2. Check the site for privacy settings. Make an alternate profile and check how effective those pri- vacy settings are. 3. Enquire with your friends and relatives if they know anything about security issues on those so- cial sites. If they are regular users of the site, they should be able to guide you well. 4. Preferably avoid posting photographs in the photo albums. If you do decide to add photos, en- sure that appropriate privacy settings are applied. 5. Join the site yourself and add your child to your friends list. This way you can keep an eye on your child's activities. 6. Educate your child about social networking and safety. Preferably avoid letting him or her regis- ter on a site if he or she is not old enough to understand the risks. 7. Installing security software is also a good idea. It can prevent the child from accidentally access- ing links that have been classified as adult content. 8. Make sure parents and children discuss online interactions regularly. Keeping an open relation- ship is always a good idea because then the child will inform parents if he or she plans to meet anybody he or she met online or if somebody said something inappropriate to him or her. 9. Regulate the amount of time the child spends online. It is possible that he or she may get addict- ed to social networking and adopt negative traits. 8 Conclusion

The intelligent social network can be used in business intelligence, fight against terrorism (national secu- rity), law enforcement and to discover many other relationships. This is simple communication to keep in touch with aspirants and with people having common interests irrespective of geographic boundaries. This is becoming one of the fastest growing mean for advertising by different corporate companies. Cor- porate world is taking the advantage to reach exactly targeted customers than that of spending huge amounts for advertisements in newspapers and other media. Intelligent social networks provide personal attention to the customers by two way communication with them. Moreover, the cost of advertisement is very optimal to start a new business and with limited money to spend on advertisement. This is the ideal way of placing the business or product in front of the customers and passing the benefit to the customer by saving money from advertisements. The future of social network analysis software and technologies lies in the ability of collaboration with other SNA technologies and improving the algorithms that recog- nize all the hidden patterns present in immense distributed data collections. Social networking site can be compared with a knife depending the way we use it. If we use it for killing anyone, then it is dangerous. Instead if it is used for cutting onions or something like that then it's very useful. Social networking is a boon but only if enjoyed responsibly.

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