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UWSMC Fall 2011 Lisa Guo

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

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  1. Social Graph and Social Platform UWSMC Fall 2011 Lisa Guo

  2. 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.

  3. How Social Data Traverse • Email to Facebook • Facebook

  4. How Social Data Traverse • Facebook to Groupon

  5. How Social Data Traverse • Facebook to Alaska Fly Social

  6. How Social Data Traverse • Alaska Fly Social Back to Facebook

  7. 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

  8. Social Platforms • Facebook • Twitter • Google+ • LinkedIn • YouTube • ….

  9. 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=...

  10. 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

  11. 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.

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

  13. 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)

  14. Sample Page that Connect back to the core social media pool

  15. How to Make a Site Social? Evaluate using the ‘S.O.C.I.A.L.’ acronym

  16. 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

  17. 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

  18. 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.

  19. 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)

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

  21. 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.

  22. 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.

  23. 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.

  24. Connected Social Graph

  25. 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/

  26. Questions?

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