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Enhancing
the
Social
Web
through
Augmented
           Social
Cognition
research

                Ed
H.
Chi

                Peter
Pirolli,
Lichan
Hong,
Bongwon
Suh,
Gregorio
Convertino,
                Les
Nelson,
Rowan
Nairn

                Augmented
Social
Cognition
Area
                Palo
Alto
Research
Center

                Interns:
Terrell
Russell,
Brynn
Evans,
Bryan
Chan,
KMRC
students
                Alumni:
Raluca
Budiu,
Bryan
Pendleton,
Niki
Kittur,
Todd
Mytkowicz


                2008-11-07                                      Ed H. Chi ASC Overview   1
Image from: http://www.flickr.com/photos/ourcommon/480538715/
FOUNDING
VISION
FOR
PARC
   Bold
strategic
investment
     – Founded
bysemiconductors,
software,
systems
     – 
Xerox
in
1970,
recognition
of
the
coming
digital
revolution
     – Chartered
the
organization
to
create
“The
Office
of
the
Future”
     – Challenged
researchers
to
become
the
“architects
of
information”
   Unique
multi‐disciplinary
culture
     – Physicists,
electronics
engineers,
computer
scientists…theory
&
practice
     – Able
to
see
problems
and
integrate
solutions
from
multiple
perspectives




     2008-11-07                   Ed H. Chi ASC Overview                          2
14 years of work in foraging and sensemaking
    Information
Scent
      – WUFIS
/
IUNIS
(Basic
scent
modeling
algorithms)
        [CHI2000,2001]
      – Bloodhound
(Simulation
of
web
navigation)
[CHI2003]
      – LumberJack
(Log
analysis
of
user
needs)
[CHI2002]
    Information
Foraging
      –   ScentTrails
[TOCHI2003]
      –   ScentIndex
[CHI2004]
      –   ScentHighlight
[IUI2005]
      –   Visual
foraging
of
highlighted
text
[HCII]
    Sensemaking
      – Visualization
of
Web
Ecologies
[CHI98]
      – Visualization
Spreadsheets
[Infovis97,
Infovis99]




2008-11-07                    Ed H. Chi ASC Overview          3
What
is
Web2.0?
What
is
Augmented
Social
Cognition?


And
how
are
they
related?




2008-11-07          Ed H. Chi ASC Overview   4
What
is
Wikipedia?




       “Wikipedia is the best thing ever. Anyone in the world can write
     anything they want about any subject, so you know you’re getting the
                          best possible information.”
                           – Steve Carell, The Office




2008-11-07                    Ed H. Chi ASC Overview                        5
Wikipedia




2008-11-07   Ed H. Chi ASC Overview   6
High‐end
of
the
collaboration
spectrum
   Groups
utilize
systems
to
    make
sense
and
share
    complex
topics
and
    materials.

   Wikipedia
(social
status)
   Slashdot
(karma
points)
   WikiHow.com
   Lostpedia.com




2008-11-07              Ed H. Chi ASC Overview   7
Middle
of
the
spectrum
   Systems
that
evolve
structures
    that
can
be
used
to
organize
    information.

   Del.icio.us
   Flickr
   YouTube
   Friendster




     2008-11-07           Ed H. Chi ASC Overview   8
Lightweight
social
processes
   Counting
votes
    – A
way
to
increase
signal‐to‐noise
ratio
    – Information
faddishness
   Examples:
    – Digg.com
    – Most
bookmarked
items
on
del.icio.us

    – Estimating
the
weight
of
an
ox
or
      temperature
of
a
room
    – The
true
value
of
a
stock

    – PageRank
or
Hub
/
Authority
algorithms

     2008-11-07                 Ed H. Chi ASC Overview   9
A
way
to
think
about
these
systems
Voting systems          Col. Information                  Collaborative
                        Structures                        Co-Creation

     Digg.com                                  eHow.com
                                IBM dogear                          Wikipedia
PageRank
                 Del.icio.us         Flickr              Slashdot    Naver



                                                    Heavier
                                                    collaboration




  2008-11-07               Ed H. Chi ASC Overview                            10
Layers
of
Models
Needed
    Voting systems               Col. Information                     Collaborative
                                 Structures                           Co-Creation

       Digg.com
Understanding of                                eHow.com
                            Understanding of info   Understanding of
 micro-economics             and social networks
                                     IBM dogear                 Wikipedia
                                                       conflicts and
   PageRank                                            coordination
• of foraging [PARC]     Del.icio.us        Flickr
                           • Tag network analysis [PARC,             Slashdot       Naver
                              Golder, Yahoo]                       • Wikipedia coordination
• Personal vs. group                                                 costs [PARC]
  [Huberman, Adamic]        • Structural holes (info brokerage) Heavier
                                                                    • Invisible Colleges [Sandstrom]
• Wisdom of Crowd             [Burt]                            collaboration effects [Pirolli]
                                                                    • Interference
  [Surowieki]               • Network constraints and               • Co-laboratories [Olson and
• Information cascades        structure [various]                     Olson]
                                                                    • Community networks / Col.
  [Anderson and Holt]       • Semantic of semiotic structures /
                                                                      Problem solving [Carroll]
                              words [IR, LSA]




        2008-11-07                  Ed H. Chi ASC Overview                                   11
Research
Vision
Augmented
Social
Cognition
   Cognition:
the
ability
to
remember,
think,
and
reason;
the
faculty
of
    knowing.
   Social
Cognition:
the
ability
of
a
group
to
remember,
think,
and
    reason;
the
construction
of
knowledge
structures
by
a
group.
     – (not
quite
the
same
as
in
the
branch
of
psychology
that
studies
the
       cognitive
processes
involved
in
social
interaction,
though
included)
   Augmented
Social
Cognition:
Supported
by
systems,
the
    enhancement

of
the
ability
of
a
group
to
remember,
think,
and
    reason;
the
system‐supported
construction
of
knowledge
    structures
by
a
group.

Citation:
Chi,
IEEE
Computer,
Sept
2008




 2008-11-07                   Ed H. Chi ASC Overview                          12
Understanding
a
new
area…


             Characteriza*on            Models




             Evalua*ons              Prototypes




2008-11-07            Ed H. Chi ASC Overview      13
Characteriza*on            Models




             Evalua*ons              Prototypes




2008-11-07             Ed H. Chi ASC Overview     14
Conflict/Coordination
Effects
in
Wikipedia
[Kittur
et
al.,
CHI2007]

                            100%

                            95%                                                                Maintenance


                            90%
Percentage of total edits




                                                                                               Other
                            85%

                            80%
                                                                                               User Talk
                            75%
                                                                                               User
                            70%
                                                                                               Article Talk
                            65%
                                                                                               Article
                            60%
                               2001       2002        2003       2004        2005       2006




                               (joint work with Niki Kittur, Bongwon Suh, Bryan Pendleton)

            2008-11-07                                   Ed H. Chi ASC Overview                               15
Conflict
in
Wikipedia
   Conflict
is
growing
at
the
global
level,
and
we
have
    some
idea
about
where
it
is.
   But
what
defines
conflict
inside
Wikipedia?
   Build
a
characterization
model
of
article
conflict
    – Identify
metrics
relevant
to
conflict
    – Automatically
identify
high‐conflict
articles




2008-11-07                 Ed H. Chi ASC Overview         16
Measure
of
controversy
   “Controversial”
tag




   Use
#
revisions
tagged
controversial




2008-11-07                Ed H. Chi ASC Overview   17
Page
metrics
   Possible
metrics
for
identifying
conflict
in
articles
                Metric type                     Page Type
                   Revisions (#)             Article, talk, article/talk
                   Page length               Article, talk, article/talk
                  Unique editors             Article, talk, article/talk
             Unique editors / revisions            Article, talk
             Links from other articles             Article, talk
               Links to other articles             Article, talk
             Anonymous edits (#, %)                Article, talk
             Administrator edits (#, %)            Article, talk
                Minor edits (#, %)                 Article, talk
               Reverts (#, by unique
                                                      Article
                     editors)


2008-11-07                       Ed H. Chi ASC Overview                    18
Performance:
Cross‐validation
                                         5x
cross‐validation,
R2
=
0.897

                                 10000

                                 9000
Actual controversial revisions




                                 8000

                                 7000

                                 6000

                                 5000

                                 4000

                                 3000

                                 2000

                                 1000

                                      0

                                          0   1000   2000   3000      4000    5000     6000    7000    8000   9000   10000


                                  2008-11-07                       Predicted controversial revisions
                                                                       Ed H. Chi ASC Overview                                19
Performance:
Cross‐validation
                          5x
cross‐validation,
R2
=
0.897

                                     10000

                                     9000
    Actual controversial revisions




                                     8000

                                     7000

                                     6000

                                     5000

                                     4000

                                     3000

                                     2000

                                     1000

                                       0

                                           0   1000   2000   3000      4000    5000     6000    7000    8000   9000   10000

                                                                    Predicted controversial revisions
2008-11-07                                                          Ed H. Chi ASC Overview                                    20
Determinants
of
conflict
    Highly weighted features of conflict model:

            Revisions
(talk)
            Minor
edits
(talk)
            Unique
editors
(talk)
            Revisions
(article)
            Unique
editors
(article)
            Anonymous
edits
(talk)
            Anonymous
edits
(article)




2008-11-07             Ed H. Chi ASC Overview      21
Surplus
of
Attention


[Shirky]




                                         source: xkcd

2008-11-07      Ed H. Chi ASC Overview                  22
Revert
Graph
[Suh
et
al.,
IEEE
VAST
2007]
   Research
Goal
     – How
can
we
identify
point
of
views
between
users?
     – Group
people
share
a
common
point
of
view
   Using
revert
as
proxy
for
disagreement
between
users
     – Revert
edits:





3,711,638       6.3
%
of
total
edits
     – Due
to
vandalism:
577,643          0.99%
of
total
edits
(15.6%
of
reverts)
   Force
directed
layout
     – Node:
user,
Edge:
revert
relationship




 2008-11-07                       Ed H. Chi ASC Overview                            23
Opinions
on
Dokdo/Takeshima

                    Group D




          Group A




Group B                   Group C




                              Number of users in user group       A       B   C   Total
                              Users with Korean point of view     10      6   0      16
                              Users with Japanese point of view       1   8   7      16

2008-11-07                   Neutral ASC Overview
                          Ed H. Chi or Unidentified                   7   3   6   2417
Mediator
Pattern
‐
Terri
Schiavo
                                             Anonymous
                                             (vandals/spammers)




             Sympathetic to husband




                                                      Mediators




                               Sympathetic to parents
2008-11-07                   Ed H. Chi ASC Overview               25
Using
Information
Theory
to
Model
Social
Tagging
[Ed
H.
Chi,
Todd
Mytkowicz,
ACM
Hypertext
2008]
[Ed
H.
Chi,
Todd
Mytkowicz,
ACM
Hypertext
2008]




    Concepts                                                          Topics




   Users                                                             Documents


                                 Noise
                                     Tags
         Decoding                                         Encoding
                                    T1…Tn



     2008-11-07                  Ed H. Chi ASC Overview                          26
H(Tag)
shows
saturation
in
tag
usage




2008-11-07        Ed H. Chi ASC Overview   27
H(Doc
|
Tag),
browsability




2008-11-07     Ed H. Chi ASC Overview   28
Raise
in
avg.
tag
per
bookmark
(note
parallel
the
development
in
increasing
#
of
query
words)




 2008-11-07                Ed H. Chi ASC Overview                29
I(Doc;
Tag)

Mutual
Information




             Source: Hypertext 2008 study on del.icio.us (Chi & Mytkowicz)

2008-11-07               Ed H. Chi ASC Overview                     30
Understanding
a
new
area…


             Characteriza*on            Models




             Evalua*ons              Prototypes




2008-11-07            Ed H. Chi ASC Overview      31
Living
Laboratory:
Prototyping
Social
Applications
on
the
Internet


Create
a
Living
Laboratory
as
a
platform
to
develop,
test,
and
market
innovations




2008-11-07           Ed H. Chi ASC Overview   32
WikiDashboard:
Social
Transparency
for
Wikipedia
Joint
work
with
Bongwon
Suh,
Aniket
Kittur,
Bryan
Pendleton

Bongwon
Suh,
Ed
H.
Chi,
Aniket
Kittur,
Bryan
A.
Pendleton.
Lifting
the
Veil:
Improving
Accountability
and
Social
Transparency
in
Wikipedia
with
WikiDashboard.
In
Proceedings
of
the
ACM
Conference
on
Human‐factors
in
Computing
Systems
(CHI2008).
ACM
Press,
2008.
Florence,
Italy.



2008-11-07                      Ed H. Chi ASC Overview                     33
Risks
in
Using
Wikipedia
[Denning
et
al.
2005]

   Factual
accuracy
   Motives
of
editors
   Uncertain
expertise
   Volatility
   Spotty
coverage
   Unproven/non‐independent
source




2008-11-07           Ed H. Chi ASC Overview      34
Social
Dashboard
   Social
translucent
for
effective
communication
and
collaboration
    [Erickson
and
Kellogg
2002]
     – Make
socially
significant
information
visible
and
salient
     – Support
awareness
of
the
rules
and
constraints
     – Accountability
for
actions


   Wikis
can
be
a
prime
candidate
     – Every
edit
is
logged
and
retrievable
     – WikiScanner.com:
analyze
anonymous
IP
edits
     – WikiRage.com:
top
edits




2008-11-07                    Ed H. Chi ASC Overview                  35
Hillary
Clinton




2008-11-07        Ed H. Chi ASC Overview   36
Top
Editor
‐
Wasted
Time
R




2008-11-07    Ed H. Chi ASC Overview   37
Subprime
Mortgage
Crisis




2008-11-07    Ed H. Chi ASC Overview   38
WikiDashboard
   Surfacing
hidden
social
context
to
users
   For
readers
    – Any
incidents
in
the
past
e.g.
A
sudden
burst
of
edits?
    – Who
are
the
top
editors?
    – What
is
their
motivation
/
point
of
views
/
expertise
/
topics
of
      interest?
    – Help
them
judging
the
quality/trustworthiness/usefulness
of
an
      article.
   For
writers
    – Measure
expertise
/
contribution
/
reputation
    – Motivate
them
to
be
more
active
/
responsible
(?)




2008-11-07                 Ed H. Chi ASC Overview                     39
MrTaggy.com:
social
search
with
tags
Joint
work
with
Rowan
Nairn,
Lawrence
Lee,
Peter
Lai,
Lichan
Hong




2008-11-07              Ed H. Chi ASC Overview      40
TagSearch




http://mrtaggy.com
               http://mrtaggy.com


Semantic Similarity Graph
                  Web
   Tools
                           Reference

                  Guide
 Howto

                          Tutorial
                Tips
 Help

         Tip              Tutorials

                 Tricks




   2008-11-07                    Ed H. Chi ASC Overview   41
SparTag.us:
Social
Paragraph‐level
Tagging

Joint
work
with
Lichan
Hong,
Raluca
Budiu,
Les
Nelson,
Peter
Pirolli

Lichan
Hong,
Ed
H.
Chi,
Raluca
Budiu,
Peter
Pirolli,
and
Les
Nelson.
SparTag.us:
A
Low
Cost
Tagging
System
for
Foraging
of
Web
Content.
In
Proceedings
of
the
Advanced
Visual
Interface
(AVI2008),
(to
appear).
ACM
Press,
2008.



2008-11-07                       Ed H. Chi ASC Overview                                  42
Lowering
Participation
/
Interaction
Costs
   Interaction
costs




                                   # People willing to produce for “free”
    determine
number
of
    people
who
participate
   Surplus
of
attention
&
    motivation
at
small
    transaction
costs
   Therefore…
   Important
to
keep
    interaction
costs
low
                                                                            Cost of participation


2008-11-07            Ed H. Chi ASC Overview                                                        43
SparTag.us




                In situ tagging while reading
                 – No new window
                 – Clicking vs typing
                Tagging + highlighting


2008-11-07              Ed H. Chi ASC Overview   44
Paragraph
Tagging
      Intuition:
sub‐doc
nuggets
useful
        – Entities,
facts,
concepts,
paragraphs
      Annotations
attached
to

paragraphs
      Portable
across
pages
and
other
contents
(e.g.
       Word
documents)
        – Dynamic
pages
        – Duplicate
content




2008-11-07                 Ed H. Chi ASC Overview       45
Example:

Duplicate

Content




2008-11-07   Ed H. Chi ASC Overview   46
My

Reading
Notebook




2008-11-07      Ed H. Chi ASC Overview   47
Social

Sharing

                                                  friend’s highlights
                                my highlights




   my tags


friend’s tags



         2008-11-07      Ed H. Chi ASC Overview                    48
Importance

Indicator
recall                           first-visit




   2008-11-07          Ed H. Chi ASC Overview   49
Two

Sides
of
Tagging

            Encoding                                    Retrieval
                                           “video

people

talks
technology”



                                          h>p://www.ted.com/index.php/speakers




       h>p://edge.org

“science

research
cogni*on”


                                                                                50
   2008-11-07                  Ed H. Chi ASC Overview                           50
Augmented
Social
Cognition
questions:
   Crowdsourcing
[collaborative
co‐creation]
     – Is
there
a
wisdom
of
the
crowd
in
Wikipedia?
     – How
does
conflict
drive
content
creation?
   Collective
Intelligence
[folksonomy]
     – Are
social
tags
collectively
gathered
useful
for
organization
of
a
large
       document
collection?
   Collective
Averaging
[social
attention]
     – Does
voting
systems
identify
the
best
quality
and
most
interesting
       information
for
that
community?
   Participation
Architecture
[interaction]
     – Does
lowering
the
interaction
cost
barrier
increase
participation
       productively?
   Expertise
finding
[social
networking]
     – Does
getting
experts
through
social
network
gets
you
to
better
quality
       information
sooner?

2008-11-07                     Ed H. Chi ASC Overview                             51
The
Team




 2008-11-07   Ed H. Chi ASC Overview   52
Augmented
Social
Cognition:
            From
Social
Foraging
to
Social
Sensemaking
                      Research
Vision:
Understand
how
social
computing
                       systems
can
enhance
the
ability
of
a
group
of
                       people
to
remember,
think,
and
reason.
                      Living
Laboratory:
Create
applications
that
harness
                       collective
intelligence
to
improve
knowledge
                       capture,
transfer,
and
discovery.

                 http://asc‐parc.blogspot.com
                 http://www.edchi.net
                 echi@parc.com



                2008-11-07                                      Ed H. Chi ASC Overview   53
Image from: http://www.flickr.com/photos/ourcommon/480538715/

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