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Social Graph and Social Platform. UWSMC Fall 2011 Lisa Guo. What is Social Graph. Mathematically, Graph is an abstraction  for modeling relationships between things. Graphs consists of nodes and edges, or things and the ways that things relate to each other.

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uwsmc fall 2011 lisa guo

Social Graph and Social Platform

UWSMC Fall 2011

Lisa Guo

what is social graph
What is Social Graph
  • Mathematically, Graph is an abstraction for modeling relationships between things. Graphs consists of nodes and edges, or things and the ways that things relate to each other.
  • Social graph is the global mapping of everybody and how they're related.
  • Graphs are very powerful modeling tools for modeling natural and man-made systems.
how social data traverse
How Social Data Traverse
  • Email to Facebook
  • Facebook
slide4

How Social Data Traverse

  • Facebook to Groupon
slide5

How Social Data Traverse

  • Facebook to Alaska Fly Social
slide6

How Social Data Traverse

  • Alaska Fly Social Back to Facebook
sharing of social graphs

Site D

Groupon

Site A

Site C

Site B

Gmail

Hotmail

Google+

Twitter

Facebook

LinkedIn

Sharing of Social Graphs

If logged in

Alaska

Airline

Like

If logged in

Share

Tweet

social platforms
Social Platforms
  • Facebook
  • Twitter
  • Google+
  • LinkedIn
  • YouTube
  • ….
facebook as a social platform graph api
Facebook as a Social Platform- Graph API
  • Every object in the social graph has a unique ID.
  • All objects in Facebook can be accessed in the same way:
    • https://graph.facebook.com/btaylor (Bret Taylor)
  • All of the objects in the Facebook social graph are connected to each other via relationships (e.g. friends, photos, permissions, etc).
    • https://graph.facebook.com/ID/CONNECTION_TYPE
      • Friends
      • https://graph.facebook.com/me/friends?access_token=...
      • News feed: https://graph.facebook.com/me/home?access_token=...
      • Profile feed (Wall): https://graph.facebook.com/me/feed?access_token=...
core concepts for facebook developers
Core Concepts for Facebook Developers
  • Graph API
  • Authentication
  • Facebook Connect
  • Social Design
  • Social Plugins
    • <fb:like send="true" width="450" show_faces="true" />
  • Social Channels
  • Open Graph Protocol
twitter api
Twitter API
  • Allow sending out tweet from any site easily
  • Allow display customized tweet feed

- e.g. Displaying four tweets from the two users "seaofclouds" and "laughingsquid", refreshing every 60 seconds:

- e.g. socialbro.com,  Social Media CRM Dashboard. Analytics reports, Twitter list management, follow/unfollow tracking, powerfull followers search engine and more.

twitter integration
Twitter Integration

- Cookie cut twitter message to leverage customer to spread your power.

guide to integrating your social business platform
Guide to Integrating Your Social Business Platform
  • Goal is building social interactions in your customer’s workflow.
  • Types of Integration
    • Complex vendor integration (e.g. Salesforce, SAP, Sharepoint, etc.)
    • Custome Integration (use vendor’s API)
    • Simple Integration (e.g. little “t”, “f” icons)
how to make a site social
How to Make a Site Social?

Evaluate using the ‘S.O.C.I.A.L.’ acronym

stimulating
Stimulating

A social platform has the right mix of interaction stimuli

Presence – who is online? Where are my friends?

Identity – look who I am, rich profiles, my content

Reputation / karma – my value to the community based on ratings

Relations – my social network

Conversation – what are people talking about

Activities – what is going on right now

Groups – free forming, self-organizing groups

Sharing – common content, information, knowledge

organic
Organic

A social platform allows its communities to form their own structures, to self-organize

Free grouping – people can form, join and leave groups themselves, easily

Organic groups – the system automatically forms groups based on the social graph

Free tagging – people can tag all content, building a folksonomy

Automated SNA – allow people to travel en utilize their social networks easily

collaborative
Collaborative

A social platform has a sensible mix of stigmergic and social collaboration & communication tools

Social network – making true flows of communication explicit, helping in finding expertise and people

Social bookmarking – brute force collecting, weighing and filtering of information

Blogs – for broadcast communication used for opinion-building and knowledge-sharing

Forums – for discussion and persistent conversations

Wiki – Stigmergic knowlegde base

Wall-to-wall, activity-streams, whiteboards, etc.

intelligent
Intelligent

A social platform has an effective set of collaborative filters and aggregation mechanisms, harnessing the wisdom of the crowd, suppressing ‘noise’, identifying ‘quality’

Good reputation system – being able to recognize topic expertise and experts

Weighed aggregation – showing only the best quality on the front-/aggregation-pages

Passive and active collaborative filtering – to identify quality

Voting/ rating – user reputation building and content filtering (quality indication)

adapted
Adapted

“Your” social platform is adapted to your crowd (employees or customers), processes and tools

linked
Linked

A social platform should offer its users to connect to their external social networks and content

External networks – LinkedIn, Facebook, MSN, etc.

External content – Blogger, Flickr, Youtube, slideshare, mindmeister, etc.

External activity – Twitter, Yammer, etc.

News aggregation – RSS, etc.

issues and problems
Issues and Problems
  • Need to have different logins for different social networks.
  • Portability and ownership of an individual's information, explicitly and implicitly revealed while using social networks.
  • Build a system that can scale.
  • Building a system which is secure.
  • Getting companies to use a standard API.
dream future
Dream Future
  • Make the social graph a community asset.
  • Let users manage their social networks easily.
  • Make graph data as portable as documents are on a personal computer. 
  • Powerful framework will come out to facilitate merging little isolated social graphs into one big social graph and spread it far and wide, for all to enjoy, to allow thousands of new social applications to bloom.
references
References
  • Social Graph: Concepts and Issues, ReadWriteWeb, http://www.readwriteweb.com/archives/social_graph_concepts_and_issues.php
  • Thoughts on Social Graph, http://bradfitz.com/social-graph-problem/
  • A simple guide to integrating your social business platform, http://johnstepper.com/2011/10/16/a-simple-guide-to-integrating-your-social-business-platform
  • http://developers.facebook.com/docs/reference/api/
  • http://en.wikipedia.org/wiki/Facebook_Platform
  • http://developers.facebook.com/docs/channels/
  • http://developers.facebook.com/docs/advancedtopics/
  • http://developers.facebook.com/docs/reference/dialogs/
  • http://socialcommercetoday.com/facebook-is-not-a-social-network-its-an-operating-system-gerd-leonhard-on-the-social-consumer/
  • http://www.webmonkey.com/2010/02/get_started_with_the_twitter_api/
  • http://mashable.com/2007/05/02/10-awesome-things-built-on-the-facebook-api/
  • Social Graph: Concepts and Issues, ReadWriteWeb,http://www.readwriteweb.com/archives/social_graph_concepts_and_issues.php
  • Thoughts on Social Graph, http://bradfitz.com/social-graph-problem/
  • A simple guide to integrating your social business platform, http://johnstepper.com/2011/10/16/a-simple-guide-to-integrating-your-social-business-platform
  • http://developers.facebook.com/docs/reference/api/
  • http://en.wikipedia.org/wiki/Facebook_Platform
  • http://developers.facebook.com/docs/channels/
  • http://developers.facebook.com/docs/advancedtopics/
  • http://developers.facebook.com/docs/reference/dialogs/
  • http://socialcommercetoday.com/facebook-is-not-a-social-network-its-an-operating-system-gerd-leonhard-on-the-social-consumer/
  • http://www.webmonkey.com/2010/02/get_started_with_the_twitter_api/
  • http://mashable.com/2007/05/02/10-awesome-things-built-on-the-facebook-api/
  • Social Graph: Concepts and Issues, ReadWriteWeb, http://www.readwriteweb.com/archives/social_graph_concepts_and_issues.php
  • Thoughts on Social Graph, http://bradfitz.com/social-graph-problem/
  • A simple guide to integrating your social business platform, http://johnstepper.com/2011/10/16/a-simple-guide-to-integrating-your-social-business-platform
  • http://developers.facebook.com/docs/reference/api/
  • http://en.wikipedia.org/wiki/Facebook_Platform
  • http://developers.facebook.com/docs/channels/
  • http://developers.facebook.com/docs/advancedtopics/
  • http://developers.facebook.com/docs/reference/dialogs/
  • http://socialcommercetoday.com/facebook-is-not-a-social-network-its-an-operating-system-gerd-leonhard-on-the-social-consumer/
  • http://www.webmonkey.com/2010/02/get_started_with_the_twitter_api/
  • http://mashable.com/2007/05/02/10-awesome-things-built-on-the-facebook-api/