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Visualizing Big Data:
Social Network Analysis
By Michael Lieberman
SNA 101
• Social media network maps visualize the patterns of
connection that form when people follow, reply and mention
o...
Social
Networks
• History:
from the
dawn of
time!
• Theory and
method:
1934 ->
• Jacob L.
Moreno
• http://en.wik
ipedia.or...
The NSA Uses Social Network Analysis To Map
Terrorist Networks
Why Social Network Visualizations
• Whenever you are studying a social network
• When you wish to understand how to improv...
World Wide Web
Each contains one or more
social networks
Interpretation of measures
CNM Social Media Module – Giorgos Cheliotis (gcheliotis@nus.edu.sg)7
 Degree
 Betweenness
 C...
Social Network Maps
• Networks
• Tie Strength
• Key Players
• Cohesion
• Influencers
9
How to represent various social net...
Hubs
HUBS BRIDGES
ISLANDS
CROWDS/CLUSTERS
6 kinds of Twitter social media networks
#MONAELTAHAWY
PolarizedCourtesy Marc Smith
#CASRO
In-group / Community
#BMW
Brand / Public Topic
@WendyDavis
Bazaar Network
Ann Handley
@marketingprofs
Broadcast: Audience + Communities
#Hashtag Clusters in Map Show Brand Snapshot on Twitter
Word pairs highlight Brand Conversation
Contrasting #Hashtags @Wen...
Social Network Analysis and Facebook
Michael Lieberman’s Facebook Network
• G1 are High School Classmates
• G2 Current Fri...
Facebook Like’s Pages - Starbucks
Comments Made on the Starbucks ‘Likes’
1/21/2014 – 1/23/2014
Graph Metric Value
Graph Ty...
Facebook Like’s Pages - Starbucks
Comments -- Starbucks ‘Likes’
1/21/2014 – 1/23/2014
Name Locale Comments Between Central...
Mapping Hyperlink Networks
• Webpages are still a company’s most prominent presence on the
World Wide Web
• Virtual Observ...
Hyperlink Space
CASRO.org Ego Hyperlink Network
Hyperlink Space
Marketing Research Industry
Hyperlink Space
Casual Dining Restaurants
About NodeXL
Introductions
Marc A. Smith
Chief Social Scientist
Connected Action Consulting Group
Marc@connectedaction.net...
Visualizing Big Data - Social Network Analysis
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Visualizing Big Data - Social Network Analysis

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Social media network maps visualize the patterns of connection that form when people follow, reply and mention one another in Internet communication services like Twitter. When analyzed in aggregate collections of individual connections form web-like network structures.
As presented at the CASRO Digital Research Conference by Michael Lieberman of Multivariate Solutions.

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Visualizing Big Data - Social Network Analysis

  1. 1. Visualizing Big Data: Social Network Analysis By Michael Lieberman
  2. 2. SNA 101 • Social media network maps visualize the patterns of connection that form when people follow, reply and mention one another in Internet communication services like Twitter. • When analyzed in aggregate collections of individual connections form web-like network structures. • Network structures form the nature of the conversation. • Social media network structures come in several major forms: • Divided • Unified • Fragmented • Clustered
  3. 3. 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 Jacob Moreno’s early social network diagram of positive and negative relationships among members of a football team. Originally published in Moreno, J. L. (1934). Who shall survive? Washington, DC: Nervous and Mental Disease Publishing Company.
  4. 4. The NSA Uses Social Network Analysis To Map Terrorist Networks
  5. 5. Why Social Network Visualizations • Whenever you are studying a social network • When you wish to understand how to improve the effectiveness of the network • Visualize your data so as to uncover patterns in relationships or interactions • When you want to follow the paths that information follows in social networks • When you do quantitative or branding research
  6. 6. World Wide Web Each contains one or more social networks
  7. 7. Interpretation of measures CNM Social Media Module – Giorgos Cheliotis (gcheliotis@nus.edu.sg)7  Degree  Betweenness  Closeness  Eigenvector How many people can this person reach directly? How likely is this person to be the most direct route between two people in the network? How fast can this person reach everyone in the network? How well is this person connected to other well- connected people? Centrality measure Interpretation in social networks
  8. 8. Social Network Maps • Networks • Tie Strength • Key Players • Cohesion • Influencers 9 How to represent various social networks How to identify strong/weak ties in the network How to identify key/central nodes in network Measures of overall network structure Sub-groups Bridges Islands CNM Social Media Module – Giorgos Cheliotis (gcheliotis@nus.edu.sg)
  9. 9. Hubs HUBS BRIDGES ISLANDS CROWDS/CLUSTERS
  10. 10. 6 kinds of Twitter social media networks
  11. 11. #MONAELTAHAWY PolarizedCourtesy Marc Smith
  12. 12. #CASRO In-group / Community
  13. 13. #BMW Brand / Public Topic
  14. 14. @WendyDavis Bazaar Network
  15. 15. Ann Handley @marketingprofs Broadcast: Audience + Communities
  16. 16. #Hashtag Clusters in Map Show Brand Snapshot on Twitter Word pairs highlight Brand Conversation Contrasting #Hashtags @WendyDavis Top Hashtags in Tweet in G1: Top Hashtags in Tweet in G2: Top Hashtags in Tweet in G8: WendyDavis WendyDavis WendyDavis SingleMomLife tcot LizWarren dfw caring tcot FauxLife TEXAS unitered TeamWendy msnbc prostitute caring prolife lies PointBreak badmom MoreFakeThanWendyDavis dem KellyFile GregAbbott prolife ccot prolife Warren AbortionBarbie KeepTexasRed Top Word Pairs in Tweet in G1:Top Word Pairs in Tweet in G2:Top Word Pairs in Tweet in G8: rt,dloesch court,order rt,rednationrising single,mom order,use kellyfile,more dloesch,wendydavis use,drugs more,wendydavis wendydavis,attack drugs,before wendydavis,story attack,personal before,seeing story,divorced personal,story seeing,kids divorced,man story,life kids,reconsider man,paid life,thing reconsider,political paid,education thing,story political,aspirations education,immediately mom,worked aspirations,wendydavis immediately,graduation
  17. 17. Social Network Analysis and Facebook Michael Lieberman’s Facebook Network • G1 are High School Classmates • G2 Current Friends – Jerusalem • G3 Family • G9 Worked at Ristorante Alfredo 1989 Hunterdon Central Class of 1982 Social Circle Extended Family Ristorante Alfredo 1989 For Facebook accounts passwords are required.
  18. 18. Facebook Like’s Pages - Starbucks Comments Made on the Starbucks ‘Likes’ 1/21/2014 – 1/23/2014 Graph Metric Value Graph Type Undirected Vertices 11777 Unique Edges 365085 Edges With Duplicates 0 Total Edges 365085
  19. 19. Facebook Like’s Pages - Starbucks Comments -- Starbucks ‘Likes’ 1/21/2014 – 1/23/2014 Name Locale Comments Between Centrality Eigenvector Centrality Agnes Pylko en_US I quite like that-I am quite enjoying Starbucks tea these days 0.743626069 0.754179725 Irma Ofelia Rodriguez en_GB Que sabroso como estas como estan los ninos saludos Lupita. 0.68678461 0.623989193 Somer Alderson en_GB You weren't open when I was gonna to get coffee tonight and it made me sad. Darn campus store. 0.17252211 0.481296922 Karen Craven en_US I love there expresso peppermint ice macho they so good karen c 0.324485608 0.397906029 Chrystal Combitsis en_US Maybe it is time to stop patronizing Starbucks. Too bad...I liked the coffee. 0.124382885 0.194781237 Kostee Hoover Nikitakis en_US god i love this specific brew. LOVE IT I TELL YA 0.796447418 0.157976213 Barbara Saline en_US I bought Starbuck individual cup coffee this week at Cosco, absolutely delicious and a great price 0.125920577 0.129647526 Tom Wood en_US Oh, Starbucks - I wish you delivered. 0.651564928 0.127384168 Anne Gormley en_US Looks like the Melita filter and funnel 0.354619577 0.010865484 Keller O'Rourke en_US Wasted coffee beans. 0.653199984 0.006393752 •Facebook Influencers Using Eigenvalue Centrality Measures
  20. 20. Mapping Hyperlink Networks • Webpages are still a company’s most prominent presence on the World Wide Web • Virtual Observatory for the Study of Online Networks (VOSON) • Set seed site (s). In VOSON, such as www.CASRO.org • VOSON finds inbound and outbound links to see sites, creates links. • Visualization of the VOSON Hyperlink Network in NodeXL shows a hyperlink network space • For example, you have a new website, how do you get potential customers to find out about your fantastic new social network analysis tool?
  21. 21. Hyperlink Space CASRO.org Ego Hyperlink Network
  22. 22. Hyperlink Space Marketing Research Industry
  23. 23. Hyperlink Space Casual Dining Restaurants
  24. 24. About NodeXL Introductions Marc A. Smith Chief Social Scientist Connected Action Consulting Group Marc@connectedaction.net http://www.connectedaction.net http://www.codeplex.com/nodexl Michael Lieberman Multivariate Solutions michael@mvsolution.com

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