Analyzing the Social Web book cover

Analyzing the Social Web

Analyzing the Social Web provides a framework for the analysis of public data currently available and being generated by social networks and social media, like Facebook, Twitter, and Foursquare. Access and analysis of this public data about people and their connections to one another allows for new applications of traditional social network analysis techniques that let us identify things like who are the most important or influential people in a network, how things will spread through the network, and the nature of peoples' relationships. Analyzing the Social Web introduces you to these techniques, shows you their application to many different types of social media, and discusses how social media can be used as a tool for interacting with the online public.


Researchers, academics, practitioners, and students in HCI, user experience design, data Information analysts, information and data warehouse and systems engineers.

Paperback, 290 Pages

Published: March 2013

Imprint: Morgan Kaufmann

ISBN: 978-0-12-405531-5


  • "This…aims to integrate a number of approaches to social network analysis that have been proposed in a variety of disciplines, such as mathematics, computer science, sociology, and biology, to develop a unified framework…this is a nice introductory textbook for social network analysis, with lots of examples and use cases and a clear explanation of the basic concepts and techniques used in this field.", November 27, 2013
    "Techniques from the natural sciences, social sciences, computer science & mathematics are used to describe and visualize social relationships and quantify connectedness. The utility of such analysis is then explored through case studies, pointing out both the potential malicious use of publicly shared information and pro-social uses of network analysis to combat online dangers."--Reference & Research Book News, October 2013
    "…it is a carefully crafted explanation of the subject, made readable through the use of interesting and sometimes entertaining examples of applications to the social web…The book will be of interest to those seeking a largely non-mathematical introduction to network analysis, whether for application to the social web or not.", September 2013
    "This is the first book that empowers students from across the disciplines to delve into the secrets of social networks. It is a pedagogic masterpiece in which Jen Golbeck demonstrates her research talent and dedication to teaching."--Jennifer J. Preece, Professor & Dean, College of Information Studies, University of Maryland


  • Analyzing the Social Web


    Nodes, Edges, and Network Measures

    Network Structure and Measures

    Network Visualization

    Tie Strength


    Understanding Structure Through User Attributes and Behavior

    Building Networks

    Propagation in Networks

    Community-Maintained Resources

    Location-Based Social Interaction

    Social Information Filtering

    Social Media in the Public Sector

    Business Use of Social Media


    Case Study: Social Network Strategies for Surviving the Zombie Apocalypse


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