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Beyond Buzz: On measuring a conversation Kate Niederhoffer, Ph.D Marc A. Smith, Ph.D   Dachis Corporation Telligent Systems ,[object Object]
Why us? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Note: This is a conceptual address. We’re talking about ideas; each of our companies have distinct methodologies in place related to these concepts.
Why are we here? ,[object Object],[object Object]
Why are we here? ,[object Object],[object Object]
Why now?
Blogs were all the rage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Blogs are now features ,[object Object],[object Object],[object Object]
Social networks are all the rage, but rarely do we think about  social  metrics We need to stop  blackboxing :  "When a machine runs efficiently, when a matter of fact is settled, one need focus only on its inputs and outputs and not on its internal complexity. Thus, paradoxically, the more science and technology succeed, the more opaque and obscure they become."  - Bruno Latour Even if a conversation is running smoothly, we must figure out what makes it tick.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Social Network Theory (Hampton &Wellman, 1999; Paolillo, 2001; Wellman, 2001)
Context of a conversation Relevance Role Mindset Ecosystem ,[object Object],[object Object],[object Object],[object Object],Persona Person Environment Signal
Beyond Buzz - Web 2.0 Expo - K.Niederhoffer & M.Smith
Context of a conversation Relevance Role Mindset Ecosystem ,[object Object]
Relevance today ,[object Object],[object Object],We don’t always know what we want to know!
Relevance:  Which filters are in place to strengthen the signal? ,[object Object],[object Object],[object Object],[object Object],* Source: Nielsen Online, 2008
Relevance is multi-faceted ,[object Object],[object Object],* Source: Nielsen Online, 2008
Relevance - Summary ,[object Object],[object Object]
Beyond Buzz - Web 2.0 Expo - K.Niederhoffer & M.Smith
Context of a conversation Relevance Role Mindset Ecosystem ,[object Object]
Says Who?
Mindset ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What else can we know about the person in conversation?  e.g. Pennebaker, Mehl, Niederhoffer, 2003 Findings Linguistic Cues Are you self-oriented? Pronoun use: I and We Are you living in ‘the now’? Past, Present, Future tense What is your emotional tone? Positive vs. Negative Are you abstract or concrete? Articles: “a” vs. “the” Nouns vs. verbs
When people make recommendations on blogs, is there something deeper going on? “ Got the next three PW/GS games for my birthday. And I am one happy gal, there was some stuff that I absolutely LOVED and  I  would definitely recommend   the game to anyone who owns a PS3 regardless of its flaws -- which really were at their heart personal quibbles of mine so your mileage may vary. Plus, I cried like a b*$$ at the end. That's got to be saying something.”
Getting into the Engaged Mind ,[object Object],[object Object],[object Object],* all differences significant at p<.01 level
“ Invisible” language gives us clues about individuals, and groups
Changes in work atmosphere, captured in words Tausczik, Scholand, and Pennebaker, 2009 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“ Connected Age”: relationships are groundwork of work Social : niceties (lol), affirmations (cool), coordination (call), broad communication (http, thinking)  Work : economic (production, supply), analytic (results, problem)
Mindset- Summary ,[object Object],[object Object]
Beyond thoughts and feelings, who comes to roost?
Context of a conversation Relevance Role Mindset Ecosystem ,[object Object]
Social Network Analysis with  NodeXL : Identify different roles in social media spaces
Identify core groups in the network
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Distinguishing attributes:
Distinguishing attributes: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Answer Person Signatures Discussion People
Spammer Discussion  Starter Reply oriented Discussion Flame Warrior
Role – Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is the mix in the neighborhood?
Context of a conversation Relevance Role Mindset Ecosystem ,[object Object]
Beyond Buzz - Web 2.0 Expo - K.Niederhoffer & M.Smith
Pajek without modification can  sometimes reveal structures of great interest. The Ties that Blind?
Darwin Bell
Beyond Buzz - Web 2.0 Expo - K.Niederhoffer & M.Smith
Beyond Buzz - Web 2.0 Expo - K.Niederhoffer & M.Smith
Two “answer people” with an emerging 3 rd . Mapping  Newsgroup  Social  Ties Microsoft.public.windowsxp.server.general
Research shows social media spaces vary and roles are present Adamic et al. WWW 2008
Ecosystem- Summary ,[object Object],[object Object],[object Object]
Why does this matter? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Thank You [email_address] [email_address] Questions?
Additional Resources
Beyond Buzz - Web 2.0 Expo - K.Niederhoffer & M.Smith
How uniform are social media producing groups? Individuals Small Groups Variable Contribution  Large Groups Uniform Large Groups Heterogeneous  Variable Contribution  Large Groups
Social Science Theory and Method ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Beyond Buzz - Web 2.0 Expo - K.Niederhoffer & M.Smith

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  • 8. Social networks are all the rage, but rarely do we think about social metrics We need to stop blackboxing : &quot;When a machine runs efficiently, when a matter of fact is settled, one need focus only on its inputs and outputs and not on its internal complexity. Thus, paradoxically, the more science and technology succeed, the more opaque and obscure they become.&quot; - Bruno Latour Even if a conversation is running smoothly, we must figure out what makes it tick.
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  • 21. When people make recommendations on blogs, is there something deeper going on? “ Got the next three PW/GS games for my birthday. And I am one happy gal, there was some stuff that I absolutely LOVED and I would definitely recommend the game to anyone who owns a PS3 regardless of its flaws -- which really were at their heart personal quibbles of mine so your mileage may vary. Plus, I cried like a b*$$ at the end. That's got to be saying something.”
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  • 23. “ Invisible” language gives us clues about individuals, and groups
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  • 25. “ Connected Age”: relationships are groundwork of work Social : niceties (lol), affirmations (cool), coordination (call), broad communication (http, thinking) Work : economic (production, supply), analytic (results, problem)
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  • 27. Beyond thoughts and feelings, who comes to roost?
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  • 29. Social Network Analysis with NodeXL : Identify different roles in social media spaces
  • 30. Identify core groups in the network
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  • 33. Answer Person Signatures Discussion People
  • 34. Spammer Discussion Starter Reply oriented Discussion Flame Warrior
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  • 36. What is the mix in the neighborhood?
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  • 39. Pajek without modification can sometimes reveal structures of great interest. The Ties that Blind?
  • 43. Two “answer people” with an emerging 3 rd . Mapping Newsgroup Social Ties Microsoft.public.windowsxp.server.general
  • 44. Research shows social media spaces vary and roles are present Adamic et al. WWW 2008
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  • 47. Thank You [email_address] [email_address] Questions?
  • 50. How uniform are social media producing groups? Individuals Small Groups Variable Contribution Large Groups Uniform Large Groups Heterogeneous Variable Contribution Large Groups
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