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ATTENTION AND BIAS IN SOCIAL INFORMATION NETWORKSSCOTT COUNTS, MICROSOFT RESEARCH
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flickr: alshepmcr
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Looking time per tweet is short, memory is poor.
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Looking time per tweet is short, memory is poor.
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Looking time per tweet is short, memory is poor.
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Including links, RTs, heavy tweeting all decrease attention and/or interest.
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Including links, RTs, heavy tweeting all decrease attention and/or interest.
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Including links, RTs, heavy tweeting all decrease attention and/or interest.
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Including links, RTs, heavy tweeting all decrease attention and/or interest.
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Personal contacts increase attention and memory.
Counts, S., & Fisher, K. (2011). Taking It All In? Visual Attention in Microblog Consumption. In Proc. ICWSM ‘11.
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PROBLEM STATEMENT
How does a user’s name influence perception of her and her content?
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ANONYMOUS SURVEY SCREEN
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NON-ANONYMOUS SURVEY SCREEN
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RESULTS – AUTHOR RATINGS
Fairly bimodal distributionsDownward shift in ratings when non-anonymous
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RESULTS – RATING DISTRIBUTION
Good author get higher ratings when non-anon.Bad authors hurt most by namesAverage authors similar to good (KL div = .02) but hurt by name (KL div = .23; p < .001)
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RESULTS – RATINGS & FOLLOWER COUNT
Results tighten up with names: R2 = .16 -> .21High follower count people get biggest boostMiddle group hurt
Pal, A., & Counts, S. (2011). What’s In a @Name? How Name Value Biases Judgment of Microblog Authors. In Proc. ICWSM ‘11.
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CREDIBILITY AND TRUTH
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CREDIBILITY AND TRUTH
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CREDIBILITY AND TRUTH
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CREDIBILITY AND TRUTH
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CREDIBILITY AND TRUTH
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CREDIBILITY AND TRUTH*
Name type impacts tweet and author credibilityCorrelations between truth and tweet (r = .39) and author (r = .29) modest
* Morris, M., Counts, S., Roseway, A., Hoff, A., & Schwartz, J. (2011). Under review.
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BRINGING IT TOGETHER
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BRINGING IT TOGETHER
Minimal visual processing/attention
Poor memory encoding
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BRINGING IT TOGETHER
Minimal visual processing/attention
Poor memory encoding
Difficulty in determining truthfulness
Systematic use of heuristics (biases)
Friends
Name value
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BRINGING IT TOGETHER
Minimal visual processing/attention
Poor memory encoding
Difficulty in determining truthfulness
Systematic use of heuristics (biases)
Friends
Name value
** Peripheral processing route **
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IMPLICATIONS
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IMPLICATIONS
Effective reach of social media
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IMPLICATIONS
Effective reach of social media
Information diffusion
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IMPLICATIONS
Effective reach of social media
Information diffusion
Social contagion: Stickiness* (increased adoption and sustained product use) and memory for content
* Aral, S., & Walker, D. (2010). Creating Social Contagion Through Viral Product Design: A Randomized Trial of Peer Influence Networks. Management Science.
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ATTENTION AND BIAS IN SOCIAL INFORMATION NETWORKS
SCOTT COUNTS, MICROSOFT RESEARCH
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low level :: your brain on facebook*
* Fisher, K., & Counts, S. (2010). Your Brain on Facebook: Neuropsychological Associations with Social Versus Other Media. In Proc. ICWSM ‘10.
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social information networks :: levels of analysis
Math/Theory
Social media analytics
Computer-Mediated Communication
Social Cognition
Physiological
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RESULTS – FACTORS FOR BIAS: GENDER
Most top authors are gender neutral (e.g., Time, Mashable)Men higher than women when anonymous, but drop more when names shownWomen get slight bump when names shown
Pal, A., & Counts, S. (2011). What’s In a @Name? How Name Value Biases Judgment of Microblog Authors. In Proc. ICWSM ‘11.
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social information networks :: levels of analysis
Math/Theory
Social media analytics
Computer-Mediated Communication
Social Cognition
Physiological
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PROBLEM STATEMENT
How does a user’s name influence perception of her and her content?
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PROBLEM STATEMENT
How does a user’s name influence perception of her and her content?