Social data: Advanced Methods – Social (Media) Network Analysis with NodeXL

A project from the Social Media Research Foundation: http://www.smrfoundation.org About Me

Introductions

Marc A. Smith Chief Social Scientist Connected Action Consulting Group

[email protected] http://www.connectedaction.net http://www.codeplex.com/nodexl http://www.twitter.com/marc_smith http://delicious.com/marc_smith/Paper http://www.flickr.com/photos/marc_smith http://www.facebook.com/marc.smith.sociologist http://www.linkedin.com/in/marcasmith http://www.slideshare.net/Marc_A_Smith http://www.smrfoundation.org http://www.flickr.com/photos/library_of_congress/3295494976/sizes/o/in/photostream/ http://www.flickr.com/photos/amycgx/3119640267/

Collaboration networks are social networks SNA 101

• Node A – “actor” on which relationships act; 1-mode versus 2-mode networks • Edge B – Relationship connecting nodes; can be directional C • Cohesive Sub-Group – Well-connected group; ; cluster A B D E • Key Metrics – (group or individual measure) D • Number of direct connections that individuals have with others in the group (usually look at incoming connections only) E • Measure at the individual node or group level – Cohesion (group measure) • Ease with which a network can connect • Aggregate measure of shortest between each node pair at network level reflects average – Density (group measure) • Robustness of the network • Number of connections that exist in the group out of 100% possible – Betweenness (individual measure) F G • # shortest paths between each node pair that a node is on • Measure at the individual node level • Node roles – Peripheral – below average centrality C H – Central connector – above average centrality D I – Broker – above average betweenness E Location, Location, Location Network of connections among “SharePoint” mentioning users

Position, Position, Position #SxSW Twitter Network #SxSW Twitter Network #Analytics Twitter Network #Analytics Twitter Network #SPSS Twitter Network #SPSS Twitter Network #SAS Twitter Network #SAS Twitter Network #PAWCON Twitter Network #PAWCON Twitter Network #ARM Twitter Network #PwC Twitter Network #WDW Twitter Network

Introduction to NodeXL NodeXL: Network Overview, Discovery and Exploration for Excel

Leverage spreadsheet for storage of edge and data http://www.codeplex.com/nodexl For GraphML Social Media Research Foundation Open Tools, Open Data, Open Scholarship

Social Media Research Foundation http://smrfoundation.org Now Available Communities in Cyberspace Social Media Research Foundation

• Tools: – NodeXL – ThreadMill Help us: • Data  Join the data collection federation!  Upload data sets to our archive! – Twitter networks  Try the tools!

• Scholarship – Publications Links!

• Download NodeXL: – http://nodexl.codeplex.com/ • Images of social media networks: – http://www.flickr.com/photos/marc_smith/sets/72157622437066929/ • Social Media Research Foundation: – http://www.smrfoundation.org/ • Connected Action Group: – http://www.connectedaction.net/ • Slides! – http://www.slideshare.net/Marc_A_Smith

There are many kinds of ties….

http://www.flickr.com/photos/stevendepolo/3254238329 “Think Link” Nodes & Edges

Is related to A B In and Out “Think Link” Nodes & Edges

Is related to

Edits

A Shares membership B Ties of different types “Think Link” Nodes & Edges

Is related to

Person Edits Document

Shares membership

Nodes of different types Collections of Connections

• Degree • Closeness • Betweenness • Eigenvector

http://en.wikipedia.org/wiki/Centrality Import from multiple social media network sources Each contains one or more social networks

World Wide Web NodeXL Network Overview Discovery and Exploration add-in for Excel 2007/2010

A minimal network can illustrate the ways different locations have different values for centrality and degree Social Networks • History: from the dawn of time! • Theory and method: 1934 -> • Jacob L. Moreno • http://en.wik ipedia.org/wi ki/Jacob_L._ Moreno Social http://en.wikipedia.org/wiki/Social_network

• Central tenet – Social structure emerges from – the aggregate of relationships (ties) – among members of a population • Phenomena of interest – Emergence of cliques and clusters – from patterns of relationships – Centrality (core), periphery (isolates), Source: Richards, W. – betweenness (1986). The NEGOPY network analysis • Methods program. Burnaby, BC: – Surveys, interviews, observations, Department of log file analysis, computational Communication, Simon Fraser University. pp.7- analysis of matrices 16

(Hampton &Wellman, 1999; Paolillo, 2001; Wellman, 2001)

Welser, Howard T., Eric Gleave, Danyel Fisher, and Marc Smith. 2007. Visualizing the Signatures of Social Roles in Online Discussion Groups. The Journal of Social Structure. 8(2).

Experts and “Answer People” Discussion people, Topic setters

Discussion starters, Topic setters

http://www.youtube.com/watch?v=0M3T65Iw3Ac

NodeXLVideo NodeXL Free/Open Analysis add-in for Excel 2007 makes as easy as a bar chart, integrated analysis of social media sources. http://nodexl.codeplex.com 2010 - May - 7 - NodeXL - twitter global warming 2010 - May - 7 - NodeXL - twitter climate change Social media looks like...

http://www.cmu.edu/joss/content/articles/volume8/Welser/ Which contains subgraphs That result in “Badges” Markers of social status

Thanks to 3ones.com Summary: SNA tells you:

• Macro: – What is the “shape” of the crowd? – Are there sub-groups/clusters? • Micro: – Who is at the “center”? – Who is at the “edge”? – Who is the “bridge”? Contact:

Marc A. Smith Chief Social Scientist Connected Action Consulting Group

[email protected] http://www.connectedaction.net http://www.codeplex.com/nodexl http://www.twitter.com/marc_smith http://delicious.com/marc_smith/Paper http://www.flickr.com/photos/marc_smith http://www.facebook.com/marc.smith.sociologist http://www.linkedin.com/in/marcasmith http://www.slideshare.net/Marc_A_Smith http://www.smrfoundation.org Social data: Advanced Methods – Social (Media) Network Analysis with NodeXL

A project from the Social Media Research Foundation: http://www.smrfoundation.org