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SOCIAL NETWORKINGNazia Hassan

Usman Kamran

Sophia Hasan

Fahad Zafar

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SOCIAL NETWORKING

Process of building online communities that allows greater interactions on website through: Groups Networks

Social Networking sites: Facilitate friendly and active interactions with

members. Versatile ways to interact with each other like:

Instant messaging Video calling Chat File sharing Discussion groups Voice chats Emails Blogging etc

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VIDEO

What is social networking in plain English.

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SOCIAL NETWORKS

Unlike the Web, which is largely organized around content, online social networks are organized around users Users:

Join a network Publish their profiles and related

content Create links to others whom they

associate themselves The resulting social network

provides basis for: Maintaining social relationships Finding users with similar interests Locating content and knowledge

endorsed by other users

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WHY STUDY SOCIAL NETWORKS

Shared interest and trust Adjacent users:

Tend to trust each other Tend to have common interests

Impact on future internet Impact on other disciplines Browsing patterns shows interest of users

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SOCIAL NETWORKING

Online websites are composed of: Users

To participate fully in an online social network, users must register with a site, possibly under a pseudonym.

Links The social network is composed of user accounts and

links between users. User links in social networks can serve the purpose of both hyperlinks and bookmarks in the Web

Users form links for one of several reasons; real world or online acquaintances, business contacts, shared interests or content sharing

Groups Most sites enable users to create and join special

interest groups. Users can post messages to groups and upload shared content to the group

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CLASSIFICATION OF MEMBERS IN A SOCIAL NETWORK

We can classify the members of a social network into three group: Singletons

The singletons are degree-zero nodes who have joined the service but have never made a connection with another user.

Giant Component The giant component represents the large group of

people who are connected to one another through paths in the social network.

Middle Region The middle region is the remainder. It consists of

various isolated communities, small groups who interact with one another but not with the network at large.

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SOCIAL NETWORK USERS

There are three types of users: Passive users

Join the network out of curiosity or at the insistence of a friend, but never engage in any significant activity.

Inviters Are interested in migrating an offline community into

an online social network, and actively recruit their friends to participate.

Linkers are full participants in the growth of the online social

network, and actively connect themselves to other members.

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SOCIAL NETWORKING ACTIVITIES

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VIDEO

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SOCIAL NETWORKING PROPERTIES

Networks are defined by their actors and connections among them. Individual actors may have many or few ties. Individuals may be "sources" of ties, "sinks" (actors that receive ties, but don't send them), or both. Connections:

Size, density and degree Reachability Reciprocity and transitivity

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CONTINUED…

Distance Walks

Simple Graphs Direct Graphs

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PRIVACY IMPLICATIONS

The relation between privacy and a person’s social network is multi-faceted.

In certain occasions we want information about ourselves to be known only by a small circle of close friends, and not by strangers. e.g. the relationship status.

In other instances, we are willing to reveal personal information to anonymous strangers, but not to those who know us better. e.g. email id made for flirting.

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CONTINUED…

Stalking Re-identification

Demographics re-identification

Face re-identification Building a Digital profile Fragile Privacy

Protection Fake Email Address Manipulating Users Advanced Search Features

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NUMERICAL MODELING

A community is modeled as follows: Subjects:

Persons or actors, can be connected to each other only via links with the same objects

Objects: Concepts, represent interests.

No direct links between subjects. A subject can only be connected to another

subject in the following way via an object and two or more links: “Subject1 – Link1 – Object – Link2 – Subject2”.

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CONTINUED… The following two factors are crucial in

influencing the connection strength/value of a link between subjects :

Capacity of subjects It reflects:

The number of things a person/agent is involved with. The number of activities a person/agent participates in, etc.

Identified by: The number of objects, the subject is connected to.

The more objects are linked to/embraced by a subject, the weaker connections of this subject are to other subjects via these objects. This is calculated as:

capacity(subject) = links _ connected(subject),

Where: links _ connected(subject) = {e | e = (subject,object)ÎE,objectÎC}.

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CONTINUED…

Popularity of objects: Informally, it reflects the number of persons/agents

which are associated via any kind of link with the object.

Growing popularity of objects (or how many subjects are linked to these objects) weakens the connection strength between subjects linked via these objects.

This is calculated as:

popularity(object) = links _ connected(object) ,

Where: links _ connected(object) = {e | e = (subject,object)ÎE, subjectÎ A}

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INTERESTING IMAGE SHOWING IMPACT OF SOCIAL NETWORKING

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REFERENCES Alan Mislove, Krishna P. Gummadi, Massimiliano Marcon,

Peter Druschel, Bobby Bhattacharjee: Measurement and Analysis of Online Social Networks

  Ravi Kumar, Jasmine Novak, Andrew Tomkins: Structure

and Evolution of Online Social Networks

Anna V. Zhdanova, Livia Predoiu, Tassilo Pellegrini, Dieter Fensel: A Social Networking Model of a Web Community

  Ralph Gross, Alessandro Acquisti: Information Revelation

and Privacy in Online Social Networks (The Facebook case)http://www.heinz.cmu.edu/~acquisti/papers/privacy-facebook-gross-acquisti.pdf

Thank You!