social web

Mining the Social Web: Finding Needles in the Social Haystack

by Matthew A. Russell  · 15 Jan 2011  · 541pp  · 109,698 words

Mining the Social Web Matthew A. Russell Editor Mike Loukides Copyright © 2011 Matthew Russell This book uses RepKover™, a durable and flexible lay-flat binding. O’Reilly books may

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or corporate@oreilly.com. Nutshell Handbook, the Nutshell Handbook logo, and the O’Reilly logo are registered trademarks of O’Reilly Media, Inc. Mining the Social Web, the image of a groundhog, and related trade dress are trademarks of O’Reilly Media, Inc. Many of the designations used by manufacturers and sellers

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Book? If you have a basic programming background and are interested in insight surrounding the opportunities that arise from mining and analyzing data from the social web, you’ve come to the right place. We’ll begin getting our hands dirty after just a few more pages of frontmatter. I’ll be

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was written so that you could have the option of either reading it from cover to cover to get a broad primer on working with social web data, or pick and choose chapters that are of particular interest to you. In other words, each chapter is designed to be bite-sized and

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ways that the gap between the real world and cyberspace is continuing to narrow. Generally speaking, each chapter of this book interlaces slivers of the social web along with data mining, analysis, and visualization techniques to answer the following kinds of questions: Who knows whom, and what friends do they have in

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low-hanging fruit is surprisingly easy to grasp, thanks to well-engineered social networking APIs and open source toolkits. Loosely speaking, this book treats the social web[3] as a graph of people, activities, events, concepts, etc. Industry leaders such as Google and Facebook have begun to increasingly push graph-centric terminology

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the time. When we look back years from now, it may well seem obvious that the second- and third-level effects created by an inherently social web were necessary enablers for the realization of a truly semantic web. The gap between the two seems to be closing. * * * [1] See the opening paragraph

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/specials/packages/article/0,28804,2036683_2037183_2037185,00.html) [3] See http://journal.planetwork.net/article.php?lab=reed0704 for another perspective on the social web that focuses on digital identities. Or Not to Read This Book? Activities such as building your own natural language processor from scratch, venturing far beyond

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few hundred pages doesn’t mean that this book won’t enable you to attain reasonable solutions to hard problems, apply those solutions to the social web as a domain, and have a lot of fun in the process. It also doesn’t mean that taking a very active interest in these

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. Note The official GitHub repository that maintains the latest and greatest bug-fixed source code for this book is http://github.com/ptwobrussell/Mining-the-Social-Web. The official Twitter account for this book is @SocialWebMining. This book is also not recommended if you need a reference that gets you up to

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. Using Code Examples Most of the numbered examples in the following chapters are available for download at GitHub at https://github.com/ptwobrussell/Mining-the-Social-Web—the official code repository for this book. You are encouraged to monitor this repository for the latest bug-fixed code as well as extended examples

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documentation does require permission. We appreciate, but do not require, attribution. An attribution usually includes the title, author, publisher, and ISBN. For example: “Mining the Social Web by Matthew A. Russell. Copyright 2011 Matthew Russell, 978-1-449-38834-8.” If you feel your use of code examples falls outside fair use

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tickets for the sample code—as well as anything else in the book—through GitHub’s issue tracker at: http://github.com/ptwobrussell/Mining-the-Social-Web/issues To comment or ask technical questions about this book, send email to: bookquestions@oreilly.com For more information about our books, conferences, Resource Centers

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, or many other things, let’s instead dive right into some introductory examples that illustrate how simple it can be to collect and analyze some social web data. This chapter is a drive-by tutorial that aims to motivate you and get you thinking about some of the issues that the rest

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is on SNL 2nite. w00t?!? Ummm…(via @SocialWebMining)”. Extracting relationships from the tweets Because the social web is first and foremost about the linkages between people in the real world, one highly convenient format for storing social web data is a graph. Let’s use NetworkX to build out a graph connecting Twitterers who

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. That said, we’ll also look at many other useful approaches to visualizing graphs. In the chapters to come, we’ll cover additional outlets of social web data and techniques for analysis. Synthesis: Visualizing Retweets with Protovis A turn-key example script that synthesizes much of the content from this chapter and

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data as an interactive HTML5-based graph. It is available through the official code repository for this book at http://github.com/ptwobrussell/Mining-the-Social-Web/blob/master/python_code/introduction__retweet_visualization.py. You are highly encouraged to try it out. We’ll revisit Protovis, the underlying visualization toolkit for

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. Geocoordinates: A Common Thread for Just About Anything Omitting a discussion of microformats like geo and hRecipe as not being particularly useful for mining the social web would be a big mistake. Although it’s certainly true that standalone geo data in no particular context isn’t necessarily social, important but much

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else provides specific enough information to tie reviewers together in very meaningful ways, but hopefully that will change soon, opening up additional possibilities for the social web. In the meantime, you might make the most with the data you have available and plot out the average rating for a restaurant over time

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convert the portions of this data set explicitly marked as “Inbox data” into the mbox format is available at http://github.com/ptwobrussell/Mining-the-Social-Web/blob/master/python_code/mailboxes__convert_enron_inbox_to_mbox.py. The remainder of this chapter assumes that you are using the mbox data that

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returns a convenient JSON format we can ingest back into CouchDB. The details of mailboxes_jwzthreading are available at http://github.com/ptwobrussell/Mining-the-Social-Web/blob/master/python_code/mailboxes__jwzthreading.py. The use of CouchDBBulkReader could have been omitted altogether in favor of a bulk read through the couchdb

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a fairly powerful command-line utility that you should be able to adapt easily for your own custom uses (http://github.com/ptwobrussell/Mining-the-Social-Web/blob/master/python_code/TwitterSocialGraphUtility.py). Note Having the tools on hand to harvest and mine your own tweets is essential. However, be advised that

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graph might create additional cliques, but it would not necessarily affect the size of the maximum clique in the graph. In the context of the social web, cliques are fascinating because they are representative of mutual friendships, and the maximum clique is interesting because it indicates the largest set of common friendships

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implementation of a command-line tool that ties all of the functionality from this chapter together is available at http://github.com/ptwobrussell/Mining-the-Social-Web/blob/master/python_code/TwitterSocialGraphUtility.py, and you should be able to adapt it fairly easily for your own purposes. (If you do, please consider

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initially serves as our primary source of data because it’s inherently social, easy to harvest,[47] and has a lot of potential for the social web. Toward the end of this chapter, we’ll also look at what it takes to tap into your Gmail data. In the chapters ahead, we

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as was the case in Chapter 7, just about any source of text could be used. Blogs just happen to be a staple in the social web that are inherently well suited to text mining. And besides, the line between blog posts and articles is getting quite blurry these days! NLP: A

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1 to visualize a graph of the interactions where edges don't necessary have any labels. The example file http://github.com/ptwobrussell/Mining-the-Social-Web/blob/master/python_code/introduction__retweet_visualization.py would make a very good starting point. Even without knowing the specific nature of the interaction, there

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would also be a great way to spend an evening or weekend. Chapter 9. Facebook: The All-in-One Wonder From the standpoint of the social web, Facebook truly is an all-in-one wonder. Given that its more than 500 million users can update their public statuses to let their friends

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environment. However, a GAE version of the scripts that are presented in this chapter is available for download at http://github.com/ptwobrussell/Mining-the-Social-Web/tree/master/web_code/facebook_gae_demo_app . It’s easy to deploy and is a bona fide Facebook application that you can use as

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by displaying only the FQL query and the final format. As always, the full source is available online at http://github.com/ptwobrussell/Mining-the-Social-Web/blob/master/python_code/linkedin__get_friends_current_locations_and_hometowns.py. The FQL query we’ll run to get the names, current locations, and

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a template with the standard HTML boilerplate in it. For brevity, the boilerplate won’t be repeated here. See http://github.com/ptwobrussell/Mining-the-Social-Web/blob/master/web_code/dojo/facebook.current_locations_and_hometowns.html. Example 9-19 presents some minimal logic to grab several pages of news data

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effort to get up and running Chapter 10. The Semantic Web: A Cocktail Discussion While the previous chapters attempted to provide an overview of the social web and motivate you to get busy hacking on data, it seems appropriate to wrap up with a brief postscript on the semantic web. This short

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protocols such as SMTP, FTP, BitTorrent, HTTP, etc. Web 1.0 Mostly static HTML pages and hyperlinks Web 2.0 Platforms, collaboration, rich user experiences Social web (Web 2.x ???) People and their virtual and real-world social connections and activities Web 3.0 (the semantic web) Prolific amounts of machine-understandable

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all means, dig further into FuXi and the potential the semantic web holds. The semantic web is arguably much more advanced and complex than the social web, and investigating it is certainly a very worthy pursuit—especially if you’re excited about the possibilities that inference brings to social data. * * * [64] You

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? inferencing about open world with FuXi, Inferencing About an Open World with FuXi open-world versus closed-world assumptions, Open-World Versus Closed-World Assumptions social web as catalyst for, Hope semantics, defined, An Evolutionary Revolution? semi-standardized relational data, Motivation for Clustering sentence detection, Syntax and Semantics, Sentence Detection in Blogs

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Mail “Events” with SIMILE Timeline online demonstrations, Visualizing Mail “Events” with SIMILE Timeline social graph APIs (Twitter), online documentation, A Lean, Mean Data-Collecting Machine social web, An Evolutionary Revolution? SocialGraph Node Mapper, Brief analysis of breadth-first techniques sorting, Sensible Sorting, Sorting Documents by Value documents by value, Sorting Documents by

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, and web application technologies. He’s also the author of Dojo: The Definitive Guide (O’Reilly). Colophon The animal on the cover of Mining the Social Web is a groundhog (Marmota monax), also known as a woodchuck (a name derived from the Algonquin name wuchak). Groundhogs are famously associated with the US

Grouped: How Small Groups of Friends Are the Key to Influence on the Social Web

by Paul Adams  · 1 Nov 2011  · 123pp  · 32,382 words

Adams For Jenny. Thank you. Grouped: How small groups of friends are the key to influence on the social web Paul Adams New Riders 1249 Eighth Street Berkeley, CA 94710 510/524-2178 510/524-2221 (fax) Find us on the Web at: www.newriders.

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in the United States of America Contents Introduction 1 The web is changing How the web is changing Why the web is changing Why the social web is important to your business Summary Further reading 2 How and why we communicate with others Why we talk What we talk about Who we

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bias us Our perception of value biases us Our habits bias us Environmental cues bias us Summary Further reading 9 Marketing and advertising on the social web The problems facing interruption marketing The rise of permission marketing and word of mouth Building trust and credibility Summary Further reading 10 Conclusion The

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social web today The next few years Acknowledgments Index Introduction Our world is changing The world around us is changing rapidly. With the invention and rise of

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. Social behavior is the key feature. It is not bolted on. * * * Quick Tips Don’t think about the social web as a set of features to add on to your existing site. The social web is not about adding a “like” button or a “share” button to your web pages. Bolting on social features

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don’t bolt on social behavior offline. We’ve seen how Zynga, Facebook Photos, and Etsy reinvented businesses by designing around people. Think of the social web like you think of electricity. It’s always there, powering everything else. Social behavior is the same: always there, motivating us to act. It should

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need information, advice, or emotional support, we turn to one another. Human behavior changes much more slowly than technology Often, businesses try to understand the social web by focusing on technology and technological change. But they need to focus on human behavior, which changes slowly. Much of our behavior is based on

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thousands of years to evolve, and these behavior patterns are not going to change much in our lifetime. Instead, those who are successful with the social web today focus less on the technology itself and more on the communication and interaction it enables with the people they care about. This includes a

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the same four people.1 We’re now seeing the things we have done socially for thousands of years move online. The emergence of the social web is simply our online world catching up with our offline world. Humans first started to live in organized communities with firmly established rules and hierarchy

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terms of social behavior, the web is incredibly new. As it matures, the web is aligning itself more closely with how things work offline. The social web will grow, become mainstream, and eventually be known simply as the web. The businesses that will thrive will be the ones that understand human relationships

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writings of the people cited throughout this book. Three of the most influential people on how to think about the social web are Duncan Watts, Jonah Lehrer, and Robin Dunbar. * * * Why the social web is important to your business We’ve seen that the idea of finding overly influential people was largely a myth

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, people passionate about cycling, not people passionate about bags. * * * Summary Experiences are better when businesses are built around people. Many new businesses are using the social web as a platform to change established industries and incumbent companies. The web is being fundamentally rebuilt around people, and this will change how businesses operate

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. Almost everything we do revolves around other people, and the social web will reach us all. This rebuilding of the web is happening because our online life is catching up with our offline life. We’re social

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social behavior we’ve evolved over those thousands of years will be what motivates us to act on the social web. Businesses will need to understand those behavior patterns to be successful. The social web will change how we think about marketing. What we’ve already learned from the ability to observe and quantify

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fitness are deemed more desirable to connect to, and are connected to more frequently. Managing our evolving networks is one of the challenges of the social web. Offline, this happens organically and subtly. We call less, text less, meet less. We naturally grow apart. Online, things tend to be more black or

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are to them. Google Circles is another attempt to make connection management easier. Homophily limits who we are connected to With the rise of the social web, it’s tempting to think that we now connect with a very diverse set of people. The fact is that we connect with people like

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each life stage, but some remain from previous life stages.1 * * * Quick Tips We need to keep lists of people, whether that’s in a social web application, or a customer marketing database, up to date. We need to know whether people still turn to the same people they did in the

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an individual expert at predicting outcomes in the expert’s field, for example, predicting stock market performance. * * * Quick Tips The next great challenge on the social web is to understand who we trust about what. We can now see the activity of the people in our network, but these people are not

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Itamar Simonson’s research in the 1993 article “Get closer to your customers by understanding how they make choices.” 9. Marketing and advertising on the social web The problems facing interruption marketing Interruption marketing is a race to the bottom For the past 100 years, marketers have mostly relied on interruption marketing

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on content about businesses to their friends. People have always passed on information about businesses to their friends offline, and the social web is now promising to do that online. The social web is making word of mouth measurable. We can see who is directly connected to the brand, which of their friends they

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level of trust we place in our friends, they will talk about things in a more approachable tone than an official marketing message will. The social web is making it much easier to get information from our friends about businesses, and people value this. When buying online, 79 percent of people look

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wanted more customer testimonials.7 Friends are a proxy for relevance On top of the increasing number of marketing messages we’re exposed to, the social web is also generating hundreds of other types of updates, from status updates to photos we’re in to emails. This will increase as many updates

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flyer miles are aimed squarely at our rational brain. To be trustworthy, businesses will need to be transparent about personal data The emergence of the social web has led to a lot of information about people that is being stored digitally. We know more and more about what people like, who they

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are requirements for credibility, then transparency is becoming increasingly critical for building trustworthiness. Why negative comments are good for your brand The emergence of the social web means that more people are talking openly about businesses, and many businesses are nervous about any negative commentary. Most want sentiment analysis in the advertising

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better approach than interrupting people is to gain their permission to market to them, and use that permission to reach out to their friends. The social web can deliver permission marketing at a scale that rivals any other communication media. Gain permission from a small number of people, and reach millions of

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their friends. The emergence of the social web has led to storing a lot of digital information about people. However, to gain this data, businesses will need to be credible and trustworthy. Building

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and others at www.bazaarvoice.com/resources/. 12. See research by B.J. Fogg and others at Stanford’s Persuasive Technology Lab. 10. Conclusion The social web today We’ve covered a lot of ground. Let’s first recap the most significant patterns from each chapter, see how they are related, and

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what it means for the future of your business. Social networks are not new, and the social web is here to stay We’re social creatures, and social networks have been around for over 10,000 years. The web is being fundamentally rebuilt

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your business around people is not a choice Facebook, Twitter, and Zynga are overwhelming evidence of the shift to a web built around people. The social web is not a temporary trend. Make no mistake—this is a permanent change. Over the next five years, this shift will dramatically change entire business

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doesn’t adapt, and restructure itself around people, a competitor will, and they will most likely render you obsolete. The only certain thing about the social web is that one of your competitors will embrace it, and build things you can’t compete with—unless you embraced it also. A new knowledge

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people who conducted the research that was cited in Grouped. Without your great work this book wouldn’t exist. • The many people working on the social web, with whom I’ve had the pleasure of endlessly debating the social behavior we’re observing, the implications of it, and how we might design

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33–35, 47 strong ties on 23, 60–61 structure of 30–35, 42–46, 81, 147–148 social norms 88 social proof 86–89 social web future of 149–151 how to think of 8 importance of 11–12 next great challenge on 93 summary points about 146–149 society, influence

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, the how it’s changing 2–8 people-based rebuilding of 7, 8 phases of development 8 why it’s changing 9–10 See also social web Web Strategy blog 69 Weinschenk, Susan 114 Western cultures 88 Wikipedia 34, 90 Wilson, Timothy 99 Winning Decisions (Russo and Schoemaker) 99 word of mouth

Designing for the Social Web

by Joshua Porter  · 18 May 2008  · 201pp  · 21,180 words

..............................................viii What’s in the Book ................................................................................ ix One Goal: Better Design ...................................................................... xii Chapter 1: The Rise of the Social Web 1 The Amazon Effect . ................................................................................2 The Social Web . .....................................................................................5 Conclusion . ..........................................................................................20 Chapter 2: A Framework for Social Web Design 21 The AOF Method . .................................................................................23 Focus on the Primary Activity . ............................................................24 Identify Your Social Objects . ...............................................................31

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software should have. The rest of the book examines the series of design problems that correspond to increasing involvement—the Usage Lifecycle—and the strategies social web design can offer. The concept of the usage lifecycle is central to understanding the book. The Usage Lifecycle There is a common set of

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The Funnel Analysis, we begin measuring the effectiveness of your web application and actually show the results of your work. xi xii DESIGNING FOR THE SOCIAL WEB What makes a hurdle? As people move through the stages in the usage lifecycle, they clear hurdles along the way. The hurdles are significant because

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link: Tim Berners-Lee announcing the World Wide Web on Usenet: http://groups.google. com/group/alt.hypertext/msg/395f282a67a1916c 13 14 DESIGNING FOR THE SOCIAL WEB view. This is important because our audiences, except the youngest ones, have lived through and experienced this history and it shapes their expectations. A One

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site and the person/organization who ran it. 12 http://www.cnn.com/2006/TECH/internet/11/01/100millionwebsites/ CHAPTER 1 THE RISE OF THE SOCIAL WEB A Many-Way Conversation (Social) Next, as web applications became more sophisticated, designers tried new feature sets. As people got comfortable interacting with them,

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web applications Two-way communication Characterized by dynamic private content that changes based on a person’s input. Communication is solely between application and person. Social web applications Many-way communication Characterized by dynamic public content that changes based on many people’s input. Communication is not only between application and person

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, but among people using the app. Social web applications Early web applications Early/static web sites 1990 1995 2000 2005 2008 Figure 1.2 The evolution of communication from one-way to many

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to talking to many parties (other visitors) you enable, for the first time, group interaction. Group interaction is what separates a web application from a social web application. Another recent step that has brought this change into clearer focus is egocentric software. The rise of social network sites like Friendster, MySpace, and

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RateMyProfessors. A hilarious site that allows students to rate professors in a public forum for all to see The Fastest Growing Web Properties Are Social Social web applications are the fastest growing properties on the web. It’s no wonder. Good social sites have social features that enable them to be shared

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people from around the world get access to the Internet and grow comfortable interacting socially online, we’ll see a continued growth and maturation of social web applications. The successes of the moment (the Amazons, MySpaces, and Facebooks) will grow and change, and new applications will come to join them or

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to support too many. The software inevitably becomes harder to use, as features compete with each other within the interface. 22 DESIGNING FOR THE SOCIAL WEB To prevent feature creep, designers need to answer several questions early on in the design process. What is the primary activity our software is supporting

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away from politics and competing interests and onto questions about the design itself? The AOF Method This chapter describes a simple prioritization scheme for designing social web applications that I call the AOF Method. AOF stands for Activities, Objects, and Features. The AOF Method is made up of three general steps.

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activity-centered design, even suggesting that human-centered design is harmful: http://www.jnd.org/dn.mss/humancentered_design.html 25 26 DESIGNING FOR THE SOCIAL WEB Another well-loved site is Etsy, which focuses on the activity of buying and selling homemade goods. Created as an antidote to eBay, the

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beneficial for design purposes to focus on the activity of shopping, as it better describes what’s really going on. CHAPTER 2 A FRAMEWORK FOR SOCIAL WEB DESIGN This table distinguishes between goals, activities, and tasks: Service Goals Activities Tasks Amazon Procuring basic goods Shopping Adding to shopping cart, performing a product

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The activity is not “giving us money” or “using our stuff.” These are simply byproducts (hopefully) of the activity itself. 27 28 DESIGNING FOR THE SOCIAL WEB Research Methods Many research methods help us discover the details we need to know about activities. Most likely, design teams will have different ways of

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Digg—News stories Twitter—Messages Dogster—Dogs Wikipedia—Encyclopedia entries As we can see, social objects are really the starting point of a lot of social web applications. They are the objects around which many of our activities revolve. Identifying these objects is crucial to designing for them. CHAPTER 2 A

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FRAMEWORK FOR SOCIAL WEB DESIGN a daily basis. Projects and events are also abstract, but we organize our activities around them effortlessly. What’s important is not that you

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on them (verbs). If you take the nouns and verbs off the page, there is very little, if anything, left. 36 DESIGNING FOR THE SOCIAL WEB Collections of Objects as Features Pay attention to any collections of objects. They can often become valuable features. One important collection is lists. Are people

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item Sell yours here Rate this item to improve your recommendations Customer Reviews Was this review helpful to you? A FRAMEWORK FOR SOCIAL WEB DESIGN 37 38 DESIGNING FOR THE SOCIAL WEB Report this Create your own review Start a new discussion Listmania So you’d like to... We can see that most of

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doing with the objects? The table that follows looks at Amazon’s core features in this way. CHAPTER 2 Objects Products A FRAMEWORK FOR SOCIAL WEB DESIGN Social Features (actions) Rate product Tag product Review product Customers who bought this also bought Submit a product manual Tell a friend Share product

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/2004/08/say_no_by_default.html 41 3 Authentic Conversations Why having authentic conversations is the most important thing you can do for your social web site “ The long silence—the industrial interruption of the human conversation—is coming to an end. On the Internet, markets are getting more connected

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3 2 http://www.buzzmachine.com/archives/2005_07_09.html#010024 3 http://www.cluetrain.com/book/markets.html 43 44 DESIGNING FOR THE SOCIAL WEB People Who Build Web Applications are Especially Vulnerable If you’re building a web application, you are especially vulnerable to this growing alienation, for

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on small, specific communities and growing from there. 10 http://images.businessweek.com/ss/07/09/0914_flickr/index_01.htm 54 DESIGNING FOR THE SOCIAL WEB . Facebook. Facebook started in the concentrated microcosm of the Harvard University campus and then spread to other campuses . Amazon. The sell-everything-under-the

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to pretend it didn’t happen. 15 http://paulbuchheit.blogspot.com/2008/02/most-import-thing-to-understand-about.html 57 58 DESIGNING FOR THE SOCIAL WEB The Dreamhost Debacle The types of things that Dell went through are happening all the time now. Just recently, the web-hosting company Dreamhost

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to continue the relationship. Note how the last paragraph is “You” focused. They “humbly” give the customer back all the power. DESIGNING FOR THE SOCIAL WEB Most importantly, we have published the JetBlue Airways Customer Bill of Rights—our official commitment to you of how we will handle operational interruptions going

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viewing the graphic . Provides more details for people still unconvinced of the service’s value or wanting to know more 75 76 DESIGNING FOR THE SOCIAL WEB . Gives you permission to really explain in-depth some important details (i.e. you have their attention) . Provides an opportunity to start naming specific

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itinerary is a great example of showing the end result. The designers even annotated the itinerary to highlight key features. 77 78 DESIGNING FOR THE SOCIAL WEB Explain WHY with Benefits as Well as Features For years, copywriters have made the important distinction between features and benefits. Unfortunately, copywriters are often left

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On Apple’s professional site, they offer “profiles” (case studies) to show how people are using Macs in their work. 85 86 DESIGNING FOR THE SOCIAL WEB Successful case studies tend to: . Show how real people (even famous ones) use your application successfully . Sound like a genuine study of use, rather

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their information is shared and displayed . Ownership. People participate because they feel a sense of ownership over their content online 97 98 DESIGNING FOR THE SOCIAL WEB . Attachment to a group. People seek to find like-minded people who share the same values and/or activities . Fun. It’s fun to

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to hold someone accountable, and thus no way to punish (or reward) them for their behavior. CHAPTER 5 DESIGN FOR ONGOING PARTICIPATION Accounts Most social web sites require the people who use them to create an account, which consists of a username or email identifier. When this simple “handle” is exposed

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3 Profiles on LinkedIn are kept to business-related information. You won’t find favorite movies or religious preference here. 101 102 DESIGNING FOR THE SOCIAL WEB On PatientsLikeMe, a site for people with similar medical conditions, the profiles are very different from those on LinkedIn. On a profile of somebody

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and MySpace is not the primary purpose of these sites. Instead, they are well-structured for their specific niche. Show What’s Happening As social web applications became more popular over the last few years, designers started to realize that profiles suffer from being too static. If the information on them

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existing friend, not much of it is going to be new to you. In other words, profiles grow old fast. 103 104 DESIGNING FOR THE SOCIAL WEB Therefore, several new features that display dynamic content have emerged to address the problem. . Lifestream. Aggregates and displays the latest activity from all sources .

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about which restaurant to try. 5 For more on this experiment, see http://jcmc.indiana.edu/vol10/issue4/ling.html 107 108 DESIGNING FOR THE SOCIAL WEB According to the “rule” of reciprocity, when this happens, the person feels obligated in some small way to contribute a restaurant review. They realize

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gain reputation by how quickly and precisely they can cut food. The review site Yelp.com has powerful reputation features: . Number of friends. In many social web apps, this is an implicit indicator of reputation . Number of reviews written. The more the person performs the primary activity on the site, the

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new people interested in your service and are always telling everyone how wonderful you are. 11 http://www.socialimpactgames.com/ 123 124 DESIGNING FOR THE SOCIAL WEB Regular use Emotional attachment Passionate use Figure 5.24 The hurdle of emotional attachment (passionate use) won’t be cleared by everybody. But tilt

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Bernardo Huberman study this stuff: http://technology.newscientist.com/article/ dn11702-diggcom-reveals-news-stories-fade-after-1-hour.html 127 128 DESIGNING FOR THE SOCIAL WEB Complex Systems Everywhere! Digg is merely one of many sites that are complex adaptive systems. Consider popular web destinations that similarly aggregate behavior. . Amazon

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as they enter them into the system. This allows the site to aggregate and display tags in helpful ways. 133 134 DESIGNING FOR THE SOCIAL WEB Preprocessing Content Before Display All content in a system is not equal. Some content may come from authoritative sources, while other content might come from

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server is overwhelmed and either slows to a crawl or breaks outright. Figure 6.7 The venerable Digg homepage. 135 136 DESIGNING FOR THE SOCIAL WEB Types of Aggregation Ordering Adaptive systems aggregate content in order to display it back to people. Each service drives engagement with its own combination of

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-simple to give positive feedback for stories. Users simply click “digg it” and the widget is updated with their vote. 140 DESIGNING FOR THE SOCIAL WEB The designers at Digg have made the process of digging incredibly simple. They provide an small AJAX widget that, upon being clicked, immediately updates to

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are “places to intervene,” meaning that designers can make changes in these places to affect the overall health of the system. 142 DESIGNING FOR THE SOCIAL WEB Leverage Points Donella Meadows, who founded the Sustainability Institute, wrote a paper called “Leverage Points: Places to Intervene in a System.”11 In this

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with others. But there are other ways to enable people to help share their enthusiasm about your service with others. 161 162 DESIGNING FOR THE SOCIAL WEB . Affiliate programs. Affiliate programs let people who use your software share it with others by offering them a way to refer people. For example,

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.gnolia, 153 management application, 166 manuals, user, 50 many-to-many conversations, 15–16 Maps, Google, 91 marketing, 41, 48 183 184 DESIGNING FOR THE SOCIAL WEB Martin, Stacy, 44–45 McDerment, Mike, 164, 166, 172 McDonald’s, 87 Meadows, Donella, 142 membership sites, 165, 172 Menchaca, Lionel, 62 Menuism, 27

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de, 65 Salganik, Matthew, 137 sample size, funnel analysis and, 168 Schachter, Joshua, 24 Schneier, Bruce, 118 Schwartz, Barry, 11 185 186 DESIGNING FOR THE SOCIAL WEB Science magazine, 115 scientific method, 168 search engines, 136, 176. See also Google Searls, Doc, 43 Seneca, 143 Sermo, 17 shadow application, 166 shared items

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39 social funnels, 169–171 social influence study, 136–139 social interaction, 31 social metrics, 176 social network fade, 104 social network sites. See also social web applications managing online content with, 153 most popular, 16 why people join, 10, 13 social news sites, 17, 153. See also Digg social objects

Android 3. 0 Application Development Cookbook

by Kyle Merrifield Mew  · 3 Aug 2011  · 272pp  · 52,204 words

hobby and also developed some android applications. He lives in Bangladesh with his wife Jinat. Currently he's working as a Freelancer, managing and developing social web applications and iOS applications. He publishes his own iOS applications at http://ithinkdiff.net. He was a technical reviewer for the titles Zend Framework 1

Tripping on Utopia: Margaret Mead, the Cold War, and the Troubled Birth of Psychedelic Science

by Benjamin Breen  · 16 Jan 2024  · 384pp  · 118,573 words

his mistress and was “incredibly unhappy.” “That’s your problem,” Leary replied. The psychiatrist who extolled the virtues of connecting mental anguish to a wider social web, seeing the individual as part of a fabric of relationships, had, in the end, reduced his own misdeeds to a problem for someone else to

Lying for Money: How Fraud Makes the World Go Round

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as ownership got more complicated than simply the ability to control things by fighting anyone else who wanted them, there is a need for a social web of trust that the rights will be respected and not misused. And where there’s trust, there’s the opportunity for fraud. Inheritances also have

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the unfolding of practical and conceptual ramifications. There is no ‘true’ essence to humanity that could be discovered beyond our enmeshments in technological, natural and social webs.18 The idea that a post-work society would simply inculcate further mindless consumption neglects humanity’s capacity for novelty and creativity, and invokes a

Why Buddhism is True

by Robert Wright

of people. I consider this tribalism the biggest problem of our time. I think it could undo millennia of movement toward global integration, unravel the social web just when technology has brought the prospect of a cohesive planetary community within reach. Given that the world is still loaded with nuclear weapons and

Some Remarks

by Neal Stephenson  · 6 Aug 2012  · 335pp  · 107,779 words

advertised there, we call that interesting, and when he uses the I-way to phone his friends and family, we Profile Auditors can navigate his social web out to a gazillion fractal iterations, the friends of his friends of his friends of his friends, what they buy and what they watch and

21 Recipes for Mining Twitter

by Matthew A. Russell  · 15 Feb 2011  · 71pp  · 14,237 words

collection provides you with 21 easily adaptable Twitter mining recipes and is a spin-off of Mining the Social Web (O'Reilly), a more comprehensive work that covers a much larger cross-section of the social web and related analysis. Think of this ebook as the jetpack that you can strap onto that great

…

packages that we'll be using along the way. A great warmup for this ebook is Chapter 1 (Hacking on Twitter Data) from Mining the Social Web. It walks you through tools like easy_install and discusses specific environment issues that might be helpful—and the best news is that you can

…

quickly become obvious how to interact with it using twitter. Finally—enjoy! And be sure to follow @SocialWebMining on Twitter or “like” the Mining the Social Web Facebook page to stay up to date with the latest updates, news, additional content, and more. vii Conventions Used in This Book The following typographical

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max cliques:' json.dumps(people_in_every_max_clique, indent=4) 'Max cliques:' json.dumps(max_cliques, indent=4) For purposes of illustration, Mining the Social Web (O’Reilly) included an analysis conducted in mid-2010 that determined the following statistics for Tim O’Reilly’s ~700 friendships: Num Avg Max Num

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