Module -1

Lecture - 2

Introduction to Semantic Web, Social Network

analysis, Electronic sources for network
analysis

Dr. Jagadeesh M S
Introduction

• Introduction to Semantic Web: Limitations of current Web, Development of

Semantic Web, Emergence of the Social Web,

• Social Network analysis: Development of Social Network Analysis, Key concepts

and measures in network analysis,

• Electronic sources for network analysis: Electronic discussion networks, Blogs and
online communities, Web based networks Applications of Social Network Analysis.
10 Most Popular Websites
Google
Alexa traffic Linking root Display
Site Domain rank domains Network Ad Type Ranking measures
(May 2013) (May 2013) Planner
(July 2011) Alexa traffic rank
Alexa Internet ranks websites based on a combined
facebook.co Social measure of page views and unique site users.
Facebook 1 8,190,877 1
m Networking Alexa creates a list of "top websites" based on this data
time-averaged over three month periods.
Google google.com 2 4,533,883 NA
Search

YouTube youtube.com 3 3,637,788 2

Video-
Sharing
Linking root domains
The number of linking root domains is a measure of how
Yahoo! yahoo.com 4 1,888,093 3 Search many external sites link to the website.
Baidu baidu.com 5 325,710 8 Search
wikipedia.or
Google Display Network Ad
Wikipedia 6 2,154,423 6 Reference
g Planner
Windows Liv live.com 7 149,315 4 Portal The Google Display Network Ad Planner measures the
e number of unique visitors, for use by Google's
Amazon.com amazon.com 8 1,177,136 24 Commerce advertisers.
Instant
Tencent QQ qq.com 9 472,087 10
Messaging
Microbloggin
g / Instant
Twitter twitter.com 10 6,183,107 15
Messaging /
Social Media
SOCIAL NETWORK
= SOCIA MEDIA + NETWORKING
 SOCIA MEDIA IS AN UMBRELLA TERM
THAT DEFINES THE VARIOUS ACTIVITIES
THAT INTEGRATE TECHNOLOGY, SOCIAL
INTERACTION, AND THE
CONSTRUCTION OF WORDS, PICTURES,
VIDEOS AND AUDIO.

http://www.wikipedia.org
More simply put:

“Social media
is people having
conversation
online.”
The conversations are powered by
…
• Blogs
• Micro Blogs
• Online Chat
• RSS
• Video Sharing Sites
• Photo Sharing Sites
…
“WHY SHOULD
I CARE?”
Reason #1

SOCIAL-NETWORKING
SITES
ARE THE MOST
POPULAR SITES.
 BECAUSE 3 OUT OF 4 AMERICANS USE SOCIAL
TECHNOLOGY
Forrester, The Growth of Social Technology Adoption, 2008
BECAUSE 2/3 of THE GLOBAL INTERNET
POPULATION VISIT SOCIAL NETWORKS
Nielsen, Global Faces & Networked
Places, 2009
 Reason #2

78%
OF PEOPLE TRUST THE
RECOMMENDATIONS OF OTHER
CONSUMERS.
NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007
 Reason #3

BECAUSE TIME SPENT ON

SOCIAL NETWORKS IS GROWING
AT 3X THE OVERALL INTERNET
RATE, ACCOUNTING FOR ~10%
OF ALL INTERNET TIME.

Nielsen, Global & Networked Places, 2009

Flickr – Social Engagements
Flickr users who commented on Marc_Smith’s photos (more than 4 times)
Human Super-Connectors

Flickr users who commented on Marc_Smith’s photos (more than 4 times)

Flickr – Network Analysis
Flickr – Network Analysis
 What is a Social Network ?
• Network
– a set of nodes, points or locations connected
 What is a Social Network ?
• Social Network
- a social structure made up of individuals (or
organizations) called "nodes", which are tied (connected)
by one or more specific types of interdependency, such
as friendship, common interest
 What is a Social Network ?
• Social Network Analysis (SNA)
- views social relationships in terms of network
theory consisting of nodes and ties (also called edges, links
or connections).
Some concepts

• A node or vertex is an individual unit in the graph or system.

• A graph or system or network is a set of units that may be

(but are not necessarily) connected to each other.
Some concepts
• An “edge” is a connection or tie between two nodes.

• A neighborhood N for a vertex or node is the set of its

immediately connected nodes.

• Degree: The degree ki of a vertex or node is the number of

other nodes in its neighborhood.
Some concepts

• In an undirected graph or network, the edges are reciprocal—so if A is

connected to B, B is by definition connected to A.

• In a directed graph or network, the edges are not necessarily reciprocal—A

may be connected to B, but B may not be connected to A (think of a graph
with arrows indicating direction of the edges.)
A simple network analysis
1a 1b

C B Z

R Y
A

D E
S T
What is a Network?
• Network = graph
• Informally a graph is a set of nodes joined by a set of
lines or arrows.

1 1 2 3
2 3

4 5 6 4 5 6
 Graph-based representations
 Representing a problem as a graph can provide a different point of
view
 Representing a problem as a graph can make a problem much
simpler
 More accurately, it can provide the appropriate tools for
solving the problem
 What is network theory?

 Network theory provides a set of techniques for analysing graphs

 Complex systems network theory provides techniques for
analysing structure in a system of interacting agents, represented
as a network
 Applying network theory to a system means using a graph-
theoretic representation
 What makes a problem graph-like?

 There are two components to a graph

 Nodes and edges
 In graph-like problems, these
components have natural
correspondences to problem
elements
 Entities are nodes and interactions
between entities are edges
 Most complex systems are graph-like
Friendship Network
Scientific collaboration network
Business ties in US
biotech-industry
Genetic interaction network
Protein-Protein Interaction Networks
Transportation Networks
Internet
Definition: Graph

• G is an ordered triple G:=(V, E, f)

• V is a set of nodes, points, or vertices.
• E is a set, whose elements are known as edges or lines.
• f is a function
• maps each element of E
• to an unordered pair of vertices in V.
Definitions

• Vertex
• Basic Element
• Drawn as a node or a dot.
• Vertex set of G is usually denoted by V(G), or V
• Edge
• A set of two elements
• Drawn as a line connecting two vertices, called end vertices,
or endpoints.
• The edge set of G is usually denoted by E(G), or E.
Example

• V:={1,2,3,4,5,6}
• E:={{1,2},{1,5},{2,3},{2,5},{3,4},{4,5},{4,6}}
Simple Graphs

Simple graphs are graphs without

multiple edges or self-loops.
Directed Graph (digraph)
• Edges have directions
• An edge is an ordered pair of nodes

loop
multiple arc

arc node
Weighted graphs

• is a graph for which each edge has an associated weight, usually given by a
weight function w: E  R.

1.2 2
1 2 3 1 2 3

.2
.5 1.5 5 3
.3 1
4 5 6 4 5 6

.5
 Structures and structural metrics

 Graph structures are used to isolate interesting or important

sections of a graph
 Structural metrics provide a measurement of a structural property
of a graph
 Global metrics refer to a whole graph
 Local metrics refer to a single node in a graph
 Graph structures

 Identify interesting sections of a

graph
 Interesting because they form a
significant domain-specific structure, or
because they significantly contribute to
graph properties
 A subset of the nodes and edges in a
graph that possess certain
characteristics, or relate to each
other in particular ways
Connectivity

• a graph is connected if
• you can get from any node to any other by following a sequence of edges OR
• any two nodes are connected by a path.

• A directed graph is strongly connected if there is a directed path from any

node to any other node.
Component

• Every disconnected graph can be split up into a

number of connected components.
Key terms
There are several key terms associated with social network analysis research in computer-supported collaborative learning
such as: density, centrality, indegree, outdegree, and sociogram.

1. Density refers to the "connections" between participants. Density is defined as the number of connections a participant
has, divided by the total possible connections a participant could have. For example, if there are 20 people
participating, each person could potentially connect to 19 other people. A density of 100% (19/19) is the greatest
density in the system. A density of 5% indicates there is only 1 of 19 possible connections.
2. Centrality focuses on the behavior of individual participants within a network. It measures the extent to which an
individual interacts with other individuals in the network. The more an individual connects to others in a network,
the greater their centrality in the network. [
In-degree and out-degree variables are related to centrality.
3. In-degree centrality concentrates on a specific individual as the point of focus; centrality of all other individuals is
based on their relation to the focal point of the "in-degree" individual.
4. Out-degree is a measure of centrality that still focuses on a single individual, but the analytic is concerned with
the out- going interactions of the individual; the measure of out-degree centrality is how many times
the focus point individual interacts with others.
5. A sociogram is a visualization with defined boundaries of connections in the network. For example, a sociogram which
shows out-degree centrality points for Participant A would illustrate all outgoing connections Participant A
made in the studied network.