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  1. ecs289m Fall, 2009Online Social Networking SystemsLecture #01 S. Felix Wu Computer Science Department University of California, Davis wu@cs.ucdavis.edu http://www.cs.ucdavis.edu/~wu/

  2. Social Networking/Computing • Informatics/Computing activities involve some form of human social relationship • And, for this quarter, we will focus on the “system” or “engineering” perspective of social networking and computing! Davis Social Links

  3. Davis Social Links

  4. Davis Social Links

  5. Davis Social Links

  6. Davis Social Links

  7. A couple questions • What is the limit/cap for the number of friends? • What is the difference between a group and a fan page? Davis Social Links

  8. 300+ millions • Addictive • Unscalable • Insecure • Blocking • Ineffective Davis Social Links

  9. Social Network has its potential value in communication!! Davis Social Links

  10. Value of the “Social Network” • While Social Network has its own unique value in facilitating human communication, • A major concern about losing this “value” • while we are unsure about how to quantify the true value… Davis Social Links

  11. Davis Social Links

  12. Fighter’s Club • A couple millions users • A Coalition game ~ like Warcraft • Team members who are Facebook friends receive higher fighting powers • ~1400 new friendships established daily • ~10% of users with >95% friendships purely based on this game. Davis Social Links

  13. Open Issues • What is the “value” of this social network? • How would this “value” be distributed and allocated to each individual peers? • MySpace, Facebook, LinkedIn didn’t define the “game” for network formation and value allocation. • But, it is important to design the game such that the OSN will eventually converge to a state to best support the communities. Davis Social Links

  14. Value of OSN • How to leverage the value of Online Social Network in Computing/Communication? • Privacy/Confidentiality, Social Ranking • How to architect the Social Network itself such that its value can be protected? • Trust and Reputation Davis Social Links

  15. http Roughly your friends (or friend2s) Anybody with an IP address Davis Social Links

  16. http Roughly your friends (or friend2s) Anybody with an IP address Davis Social Links

  17. http Roughly your friends (or friend2s) Quality of the Friendship may have been out of control… Anybody with an IP address Davis Social Links

  18. Welcome to ecs289m of Fall 2009! Davis Social Links

  19. Topics to Cover • Online Social Networking Systems • Davis Social Links & FIND • Trust & Reputation System • Keyword-based Architecture • Locality, Mobility, and Updates • Architectural/Application Paradigms • Case Study: FB/Twitter/2ndLife/Plurk • Development Platforms • Crawling, Data Analysis, Social Impacts • OS related: Performance and Scalability • Vulnerability (e.g., privacy & OSN worms) Davis Social Links

  20. Final Project • A system design/implementation effort • Team: 1~2 students • Help/technical support from DSL members • Suggested Schedule: • Direction: 10/15/2009 • Design: 10/31/2009 • Implementation: 11/15/2009 • Experiment & Demonstration: 12/06/2009 Davis Social Links

  21. Grading • Interaction with the class, inside and outside of the classroom/lectures • Development and teamwork of your final project • Final demonstration/results • Final paper Davis Social Links

  22. About the Instructor • S. Felix Wu (wu@cs.ucdavis.edu, x4-7070) • Office: 2109 Watershed • Office Hours: • 13:00-14:00 p.m. on Tue/Fri • by appointment • Project/Discussion (time/room TBA) • I like to have another hour for the class to get together for discussion • For remote students, we will do skype. Davis Social Links

  23. Class communication • All of you have a Facebook account! • I will use our FB group as the primary mechanism of communication. • I don’t use/read emails as often. Davis Social Links

  24. Readings and Slides • DSL related papers are under the cyrus folder (as well as all ppt slides). • I taught a course last year which is much more theoretical, and you can borrow the tapes. Davis Social Links

  25. Your inputs are welcome!! • This is not a traditional academic graduate course. Davis Social Links

  26. Prof. Diane Felmlee’s class I am teaching a sociological methods course this Fall that deals with Social Networks for half the time. I am hoping you can take the course--or at least take the part on Social Networks. The class, Soc. 207A, will meet from 10:40 to noon on Tuesdays and Thursdays in the Social Science and Humanities Building. I have attached the Syllabus. Davis Social Links

  27. Davis Social Links • Peer-to-Peer System (P2P) • How human socially communicate? • Online Social Network (OSN) • How to utilize OSN to enhance communication? • How to have a securer OSN? • Autonomous Community (AC) • How to build/develop more effective community-based social networks? Davis Social Links

  28. Internet SMTP Davis Social Links

  29. Routable Identity SMTP • Any identity (email address, IP, url) can communicate with any one else. • Email, web, bittorrent, warcraft, skype… Davis Social Links

  30. You have a few seconds to decide…… Davis Social Links

  31. To me personally, this is a typical social spam. Davis Social Links

  32. Oops… Davis Social Links

  33. Davis Social Links

  34. 11/27 /2007 12/10 /2007 Spammed? “Memoryless” For Felix Wu 11/16 /2007 11/26 /2007 In my office Davis Social Links

  35. SMTP Davis Social Links

  36. SMTP Davis Social Links

  37. SMTP Lerone Felix Davis Social Links

  38. Social-Control Routing SMTP Internet Applications 3 2 1 Davis Social Links

  39. Social-Control Routing SMTP 3 2 1 Davis Social Links

  40. Social Network has its potential value in communication!! Davis Social Links

  41. Don’t worry about the language… Davis Social Links

  42. Davis Social Links

  43. Davis Social Links

  44. Davis Social Links

  45. Real Facebook identifier Davis Social Links

  46. Value of OSN • How to leverage the value of Online Social Network in Communication? • Privacy/Confidentiality, Social Ranking • How to architect the Social Network itself such that its value can be protected? • Trust and Reputation Davis Social Links

  47. http Roughly your friends (or friend2s) Quality of the Friendship may have been out of control… Can we control it better? Anybody with an IP address Davis Social Links

  48. SMTP Lerone Felix Davis Social Links

  49. SMTP Lerone Felix Facebook Davis Social Links

  50. SMTP Lerone Felix Social Context DSL Kernel Policy/Reputation-based Route discovery Facebook Davis Social Links