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; clique; cluster A B D E • Key Metrics – Centrality (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 path between each node pair at network level reflects average distance – 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 Twitter 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 vertex 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 Degree “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 Centralities • 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 Network Theory 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 NodeXL Video NodeXL Free/Open Social Network Analysis add-in for Excel 2007 makes graph theory 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 .