Synergies Between Search and Social Metrics
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My talk from: New Metrics for New Media: Analytics for Social Media and Virtual Worlds http://mediax.stanford.edu/WSI/metrics.html @Media X Stanford 2009
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Synergies Between Search and Social Metrics
- 1. Synergies BetweenSearch and Social Metrics @ mediaX • Stanford University David A. Shamma • Yahoo! Research
- 2. Internet Experiences Group (IEG) Yahoo! Research
- 3. Internet ExperiencesYahoo! Research Elizabeth Churchill M Cameron Jones Ayman
- 7. Site reviews
- 9. Surveys
- 10. Field studies
- 11. Prototypes
- 12. Activity log analysisPsychology, Sociology, Anthropology, Linguistics, Computer Science, Design
- 13. Why are these people here? Dolores Park, San Francisco July 2006.
- 14. People Like Video FIFA World Cup Final 2006.
- 15. Legacy Web Video
- 17. Playback
- 18. Tags
- 19. Links/Embed
- 20. Favorites
- 21. Comments
- 22. People
- 24. What to Collect to measure engagement? Type of event (Zync player command or a normal chat message) Anonymous hash (uniquely identifies the sender and the receiver, without exposing personal account data) URL to the shared video Timestamp for the event The player time(with respect to the specific video) at the point the event occurred The number of characters and the number words typed (for chat messages) Emoticons used in the chat message
- 25. A Short Movie
- 26. Percent of actions over time.
- 27. Volume of actions over time.
- 28. Chat follows the video! CHAT
- 29. Social Networks
- 30. Boundary Objects
- 31. Core Stats (opt-in) April 1, 2009 through April 7, 2009 (inclusive). 3.25 million events (URLs, chat, volumes, pause events). 24,258 users • 24,506 sessions Of these users, 35.29% (μ=2:02, σ= 2:72,σ2= 7:40) of the users engaged in more than one session during that week 76,762 URLs, 23% shared in more than one session. Over 99% of the shared videos came from YouTube. Approximately 2% of all the URLs sent within Yahoo! Messenger at-large.
- 32. Reciprocity 43.6% of the sessions the invitee played at least one video back to the session’s initiator. 77.7% sharing reciprocation Pairs of people often exchanged more than one set of videos in a session. In the categories of Nonprofit, Technology and Shows, the invitees shared more videos to the initiator (5:4, 9:7, and 5:2 respectably).
- 33. What are they doing? Dolores Park, San Francisco July 2006.
- 34. Now they would be Tweeting! Dolores Park, San Francisco July 2006.
- 35. People Tweet While They Watch
- 36. CurrentTV: Hack the Debate
- 37. Tweet Crawl Three hashtags: #current #debate08 #tweetdebate 97 mins debate + 53 mins following = 2.5 hours total. 3,238 tweets from 1,160 people. 1,824 tweets from 647 people during the debate. 1,414 tweets from 738 people post debate. 577 @ mentions (reciprocity!) 266 mentions during the debate 311 afterwards. Low RT: 24 retweets in total 6 during 18 afterwards.
- 38. 1st Presidential Debate Sampled Tweet Volume over time.
- 39. 1st Presidential Debate Sampled Tweet Volume over time. CHAT
- 41. #tags as boundary objects
- 42. Hey @newshour!
- 43. High Centrality
- 44. Topics follow but not aligned
- 45. In Search of Social… Instrument for Engagement Privacy Volume of Interaction Search for Expression Crawling samples Re-query for missed data Identify pragmatics of the medium Twitter can be content free Twitter isn't necessarily social Find meaningful reciprocity Merge Classical Methods with Social Metrics Model social interaction as it is represented and beyond
- 46. thanks to echu, lyndon, mcjones! Fin. aymans@acm.org • http://shamurai.com
Editor's Notes
- Me: Y! Research after Northwestern, PhD CS, Adjunct at Medill, CMEX @ Ames, Studio Art instructor for 5 years during my BS/MS in AI
- How do people become aware of services and applications, and integrate them into their lives? What are tipping points for awareness and for increased usage?How/when/when do people share knowledge (digital content)?(3) How is the increase in information appliances like smart phones and always-on internet displays in the home and in public spaces changing knowledge sharing and internet service use?
- This goes beyond A+B testing & hill climbing.
- Are they really watching or talking to each other?
- Reciprocity means nothing for core search as we know it