Analyzing the Social Web

Analyzing the Social Web

1st Edition - February 17, 2013

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  • Author: Jennifer Golbeck
  • Paperback ISBN: 9780124055315
  • eBook ISBN: 9780124058569

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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.

Key Features

  • Presents interactive social applications on the web, and the types of analysis that are currently conducted in the study of social media
  • Covers the basics of network structures for beginners, including measuring methods for describing nodes, edges, and parts of the network
  • Discusses the major categories of social media applications or phenomena and shows how the techniques presented can be applied to analyze and understand the underlying data
  • Provides an introduction to information visualization, particularly network visualization techniques, and methods for using them to identify interesting features in a network, generate hypotheses for analysis, and recognize patterns of behavior
  • Includes a supporting website with lecture slides, exercises, and downloadable social network data sets that can be used can be used to apply the techniques presented in the book


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

Table of Contents

  • Dedication

    List of Figures




    Chapter 1. Introduction

    Analyzing the social web

    A brief history of the social web

    Websites discussed

    Tools used


    Chapter 2. Nodes, Edges, and Network Measures

    Basics of network structure

    Representing networks

    Basic network structures and properties


    Chapter 3. Network Structure and Measures

    Describing nodes and edges

    Describing networks


    Chapter 4. Network Visualization

    Graph layout

    Visualizing network features

    Scale issues


    Chapter 5. Tie Strength

    The role of tie strength

    Measuring tie strength

    Tie strength and network structure

    Tie strength and network propagation


    Chapter 6. Trust

    Defining trust

    Nuances of trust

    Measuring trust

    Trust in social media

    Inferring trust

    Network-based inference

    Similarity-based trust inference


    Chapter 7. Understanding Structure Through User Attributes and Behavior

    Analyzing attributes and behavior


    Chapter 8. Building Networks

    Modeling networks

    Sampling methods

    Egocentric network analysis


    Chapter 9. Entity Resolution and Link Prediction

    Link prediction

    Entity resolution

    Incorporating network data

    Link prediction: Case study—Friend recommendation

    Entity resolution: Case study—Finding duplicate accounts



    Chapter 10. Propagation in Networks

    Epidemic models

    Threshold models

    The firefighter problem

    Stochastic models

    Applications of epidemic models to social media


    Chapter 11. Community-Maintained Resources

    Supporting technologies for community-maintained resources

    User motivations


    Chapter 12. Location-Based Social Interaction

    Location technology

    Mobile location sharing

    Location-based social media analysis

    Privacy and location-based social media



    Chapter 13. Social Information Filtering

    Social sharing and social filtering

    Automated recommender systems

    Case study: Reddit voting system

    Case study: Trust-based movie recommendations



    Chapter 14. Social Media in the Public Sector

    Analyzing public-sector social media

    Case study: Social media to solve an attempted child abduction

    Case study: Congressional use of twitter

    Case study: Predicting elections and astroturfing


    Chapter 15. Business Use of Social Media

    Measuring success

    Broadcast example: Will it Blend? Marketing campaign

    Interaction and monitoring example: Zappos customer service

    Social media failure example: Celeb boutique and the NRA



    Chapter 16. Privacy

    Privacy policies and settings

    Aggregation and data mining

    Data ownership and maintaining privacy online

    Respecting privacy in social media analysis


    Chapter 17. Case Study: Social Network Strategies for Surviving the Zombie Apocalypse


    Related work and background of the zombie apocalypse

    Network strategies for the individual: Avoiding infection

    Network strategies for the government: Stopping the spread

    Network strategies for the individual: Obtaining information

    Network strategies for the government: Information sharing





Product details

  • No. of pages: 290
  • Language: English
  • Copyright: © Morgan Kaufmann 2013
  • Published: February 17, 2013
  • Imprint: Morgan Kaufmann
  • Paperback ISBN: 9780124055315
  • eBook ISBN: 9780124058569

About the Author

Jennifer Golbeck

Jennifer Golbeck Ph.D Is an Associate Professor in the College of Information Studies and Director of the Human-Computer Interaction Lab at the University of Maryland, College Park. Her research interests include social network and social media analysis, recommender systems, trust on the web, human computer interaction and and how to use social relationships to improve the way people interact with information. She was named as one of IEEE Intelligent System's "Top Ten to Watch", is a Research Fellow in the Web Science Research Initiative and is a sought after speaker on social media

Affiliations and Expertise

College of Information Studies, University of Maryland, College Park, MD, USA

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