The Social Graph in 6.5 Minutes
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The social graph is a network of interconnected actors (people, organizations, objects) and their relationships, which can be visualized and analyzed to understand interactions and dependencies. The document discusses how social networks, like Facebook, can facilitate connections while also raising data ownership concerns. It emphasizes the importance of understanding network dynamics for effective interaction and client engagement.
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The Social Graph in 6.5 Minutes
- 1. The Social Graph mmm, graphy.
- 2. The Social Graph is the networked public of actors (people, organizations, objects) connected by one or more kinds of interdependency. It’s a lot.
- 3. Before I can tell you that story I have to tell you this one:
- 4. Lovely Lady Man named brady
- 5. This group could form a basic social unit Hey! It’s a social graph right in the title sequence
- 6. It’s the way we all became the social graph Relationships happen through content sharing through devices
- 7. How we might visualize it today Greg Marsha Carol Jan Peter Cindy Mike Bobby The more content sent to the same people the more we can understand about the relationships between them
- 8. Here’s where it gets nutty The graph changes depending on context
- 9. Deciding on a vacation Jan Peter Carol Marsha Greg Mike Cindy Bobby
- 10. What to write on a silver platter Jan Peter Marsha Greg Cindy Bobby
- 11. Collecting, connecting, processing, visualizing understanding It’s a lot of freakin work.
- 12. Facebook tries to make this easy ...for us to identify ourselves, and to draw the social graph for them
- 13. So they can connect us On behalf of brands
- 14. And now, the Open Graph Putting like buttons everywhere is the “open” part It also puts Facebook in a data ownership position
- 15. Who is most important? In this workplace visualization, you’d think the center node, Diane is most important.
- 16. Who is most important? The people with the most connections
- 17. What Makes a strong network? Social network strength is defined by interconnected clusters Image: University of Maryland Human-computer Interaction Lab
- 18. What network is this? Global Jihad Terrorist Network Image: University of Maryland Human-computer Interaction Lab
- 19. What Makes a weak network? Only a few nodes that connect whole groups Image: University of Maryland Human-computer Interaction Lab
- 20. What network is this? US Senate Voting Patterns Image: University of Maryland Human-computer Interaction Lab
- 21. So what do we do? • Start graphing our clients’ audiences (with the help of specialists) • We can practice this internally too • Not in the typical reach-based influencer model • Who has the most overlap between groups? • Be the first large agency with real network visualization and predictive modeling
- 22. Why it matters • The social graph shows us how consensus is made in groups. • We must facilitate meaningful interaction between people. • Understanding network dynamics is growing in importance every minute.
- 23. What’s the single most important immediate goal?
- 24. Let’s Go Flyers!
- 25. Thanks! Michael Leis @mleis
Editor's Notes
- #8: This is a representation of a social graph, where connections are being made through the eyelines
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