This document summarizes a presentation on social network analysis on Facebook. It discusses how people don't know how to read and use social networks effectively, so they let Facebook do it for them. It also outlines different social networks people have on Facebook like family, friends, coworkers, and groups. Finally, it provides information on the presenter Bernie Hogan and references related to their work analyzing social media networks.
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LSS'11: Science of Social Media: Social Network Analysis On Facebook Data, with a local twist
1. The Science of Social Media:
Social Network Analysis On Facebook
Bernie Hogan (@blurky)
Research Fellow
Oxford Internet Institute
Localsocialsummit
10.11.11
14. Red: Professional / OII
Orange: Professional
Yellow: Undergraduate
Violet: Current College
Purple: Family
Teal: High School
Navy: Oxford Social
Cyan: High School 2
Forest: Internship
Green: Grad School
16. The Real Answer
• People don’t know what to do with a network.
• People don’t know how to read a network
...and so - we let Facebook read and do for us.
17. Having two identities for
yourself is an example of a
lack of integrity
Source: http://www.flickr.com/photos/briansolis/2696198607/
18.
19. Modern Life Facebook
Hometown
Family
Neighbors
Friends
Sports Friends of
Friends
Co-
Everyone
workers
25. Google and Facebook would have you
believe that you’re a mirror, but we’re
actually more like diamonds...Look
from a different angle, and you see
something completely different.
27. Thank You
Bernie Hogan
Research Fellow, OII
http://people.oii.ox.ac.uk/hogan
Twitter: @blurky
bernie.hogan@oii.ox.ac.uk
Hogan, Bernie. 2010. “The Presentation of Self in the Age of
Social Media: Distinguishing Performances and Exhibitions
Online.” Bulletin of Science, Technology & Society 30(6):
377-386.
Hogan, Bernie. 2010. “Visualizing and Interpreting Facebook
Networks.” In Analyzing Social Media Networks with NodeXL, eds.
D Hansen, Marc A Smith, and Ben Shneiderman. Burlington, MA:
Morgan Kaufmann, p. 165-180.
Brooks, Brandon, Howard T. Welser, Bernie Hogan & Scott
titsworth. 2011. “Socioeconomic Status Updates: Family SES and
emergent social capital in college student Facebook networks.”
Information, Communication & Society (OnlineFirst): 1-21.
28. Leveraging Facebook
Networks
• Queries:
• Number of friends.
• Most mutual friends.
• Analysis:
• Number of groups
• Links:
• Friends of friends
29. When does it matter?
• Aral and Walker (2010) - Most return on
recommends: personalized messages, best
return - spam your friends.
• Burke, Kraut and Marlow (2010) - Active
participation garners social capital.
• Steinfeld, Ellison and Lampe (2008) - Facebook
users accrue social capital over time, and more
than non users.