SOCIAL NETWORKING Nazia Hassan Usman Kamran Sophia Hasan Fahad Zafar 1

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 s Blogging etc 2

V IDEO What is social networking in plain English. 3

S OCIAL N ETWORKS 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 4

W HY 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 5

S OCIAL N ETWORKING 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 6

C LASSIFICATION 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. 7

S OCIAL N ETWORK U SERS 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. 8

S OCIAL N ETWORKING A CTIVITIES 9

V IDEO 10

S OCIAL N ETWORKING P ROPERTIES 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 11

C ONTINUED … Distance Walks Simple GraphsDirect Graphs 12

P RIVACY I MPLICATIONS 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. id made for flirting. 13

C ONTINUED … Stalking Re-identification Demographics re- identification Face re-identification Building a Digital profile Fragile Privacy Protection Fake Address Manipulating Users Advanced Search Features 14

N UMERICAL M ODELING 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”. 15

C ONTINUED … 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}. 16

C ONTINUED … 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} 17

I NTERESTING IMAGE SHOWING IMPACT OF SOCIAL NETWORKING 18

R EFERENCES 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) facebook-gross-acquisti.pdf 19

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