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SNA 101: Not just reading tea leaves
Dr Bernie Hogan [@blurky]Research Fellow, Oxford Internet Institute
University of Oxford
LocalSocialSummit, November 13, 2012
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What do you already know?
Diffusion Happens
Some are influencers Science has potential
Nets look nice
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Some Principles
• Influence is not an obvious process.
• Central people are not always the most popular people (but usually are)
• Visualizations can be useful, but this takes work. Sciency is bull$#!†.
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Some Limits
• Estimating selection versus influence is extremely tough, even for the best.
• Visualizing more than a couple thousand points? Congrats, its now art!
• A link is not always a meaningful link
• Data cleaning is the worst part. Seriously.
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Tools!• Interactive is hot! D3 and Sigma.js (or just
javascript/html5) are the future of interactive network visualization
• Gephi [Cross-Platform] creates very spiffy diagrams and has great layouts for dustballs: ForceAtlas, ForceAtlas2, YuFan Hu, FR, Nooverlap
• NodeXL [Windows] has great data management features and a couple neat visualization features. See: nodexlgraphgallery.com for inspiration.
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Some networksAnd why you should care
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Right and Left Wing BlogsMade with GUESSNice sharp PDF. Two blobs show clear partition.
Source: Adamic and Glance 2005
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New Scientist Twitter PageMade with NodeXLShows Twitter iconsIndicates tweet diffusion and polarization
Source: ConnectedAction.net
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Facebook Social NetworksMade with Sigma.js / Gephi toolkitInteractive browser-based Most nets show social roles as clusters
Source: Hogan and Melville
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Facebook Global NetworkMade with R Beautiful and signifyingNote the absence of Russia, China and Africa
Source: Facebook.com
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Internet Undersea CablesPackage unknownRelevance of geographyArtistic rendering shows much more
Sources: Caida, Telegeography
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Obesity over timeMade with SONIAOverly clutteredBad visual variables
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Networks shouldn’t look SciencySource: Christakis & Fowler. N Engl J Med 2007;357:370-9.
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Two Network Demos
• Network Visualization App
• http://blogs.oii.ox.ac.uk/vis
• http://apps.facebook.com/namegencollege
• NodeXL
• http://nodexl.codeplex.com/
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Network 1 Goals
• Overview
• What do clusters mean?
• Who is considered more central?
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Network 2 Goals
• Is there cohesion among the group?
• Many blobs or few? Core-periphery or multi-core.
• Are certain people broadcasters?
• How can we accentuate the story?
• List people by number of tweets?
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Thank YouBernie Hogan
Research Fellow, OIIhttp://people.oii.ox.ac.uk/hogan
Twitter: @[email protected]