Social Network Analysis –the secret behind the Internet numbers

In the last three lectures we learnt the SNA (Social Network Analysis). This section contains a lot of math, especially the matrix of linear algebra. I like this part very much not because I like the math stuff, but this part has explain the secret of the social networking. By learning this part, we could understand why some words and names comes in high frequency on the page of Google, why some experts of statistics of Internet can predict the successful second terms of Obama . There are a lot of secrets under the huge Internet numbers. That if we can manage one of the skills we could know something, and this could help us to make the right decision and make the correct prediction. The SNA is one of these skills.

 

So I found some information on the Internet that may enhance our interest in the SNA.

There is a website called fizziology( http://fizziolo.gy/ ), which use real-time information from the world’s largest, fastest social media (like facebook and twitter and blogs) to provide meaningful business intelligence for a variety of industries, from film and television to bands and ad agencies. This website uses the SNA method, it analysis from the massive data on the Internet and it can get result like was a film success and even can predict whether it could be successful.

 

There are many SNA companies, and why Fizziology is different from others. It is not like one SNA company called Trendrr that only collect the information on the SNS and converts all the data into graphs to its clients. Fizziology do something more that it will make the conclusions which are very useful for some business to make decisions. Maybe you are still not quite clear about this and I will give some of the examples.

For example, before an movie starts, Fizziology will gives the information to the producer that which actors are the most suitable person for the film. Or after the show of the film, what is the bright point and that will helps the producer to do the film post-production.

 

The most special of Fizziology is that its information has the accuracy of 95%, which is much higher than other SNA sites. What its secret? The answer is Fizziology combines human analysis with the computer calculation together. We know that even if we can develop a very intelligence arithmetic it could not as accurate as the human’s feeling. So it is needed to use some human analysis to work together with the computer. As time goes on, the database of Fizziology will be more huge and the arithmetic will be more intelligent. So the accuracy can be even higher.

 

I also find a Chinese SNA company called 37degree (http://37degree.com/home.html) . But there is little information on its website.

Social Netvworking Homework

In this blog, I will answer the questions that the teacher left to us in the last lecture.

Questions from the paper:

 

Q1 Include the answers to both questions in Class Activity One and Two. The questions are:

1)         What is the definition of Social Cloud?

2)         What are the possible applications of a Social Cloud?

Answer:

Activity One (individual part):

1)         A Social Cloud is a resource and service sharing framework utilizing relationships established between members of a social network.

2)         The applications can be: Social Storage, Public Science, Enterprise Social Cloud.

Activity Two (group part):

1)         A Social Cloud is a resource and service sharing framework utilizing relationships established between members of a social network.

2)         The applications can be:

a)         A Social Computation Cloud;

b)         A Social Storage Cloud;

c)         A Social Collaborative Cloud;

d)         A Social Cloud for Public Science;

e)         A Social Cloud for Enterprise;

 

Q2: What was the epistemic aims in (1) Class Activity One (individual work) and (2) Class Activity Two (group work)? Is there any change in epistemic aim? If so, why did you change your aims?

Answer:

In Activity one, I just want to answer the teacher’s questions as quickly as possible and I neglected some parts of the article that I suppose to be little help. While in the group work, even each of us had found the answers by ourselves. We still want to know the answers from others and learn from them. We collaborated together to finish our work. The group work was better than the individual one.

Maybe the fun of collaboration makes me change my epistemic aim. Group work is much more fun than the individual work and I can learn from the others at the same time.

 

 

Q3: Is there any differences in terms of individual and group epistemic cognition, how?

Answer:

The group epistemic cognition is diversity. Someone in the group may have the idea that you never think of. The opinions of everyone combined together for one question.

As I think it will be much easier to explain this question if we have a picture, so I just draw one using Photoshop. Even though it is not as fine as the one provided in the textbooks, this could explain something to us.

As you can see from the picture above, each circle represents the epistemic cognition of one person. As we can see from the two persons, the overlap part get darker than the other place, which represents they have the same idea in that part. While in the picture of a group of persons, we can find that (1) The area covered is the largest of all, that is to say we could hear more opinions from other people. (2) There are some places has the darkest color, that represents the opinion most agreed by people. That area of knowledge may be the most important one.

 

Q4: How did you approach to the problem individually and in group, respectively? Is there any differences in the processes involved?

Answer: Individually, I just read the whole passage and try to find the answers. I marked some words and sentence which I thought could be useful. While in the group part, we use the Google document to collaborate together. We collected our marked words and sentences together and make some screen. We save the one we all think as useful and neglected some less important parts.

Why Twitter is loved by so many people

In the last two lectures we have discussed psychology in social networks. And in this blog I will mainly focus on the psychology aspects of Twitter.

Twitter is an online social networking service that enables its users to send and read text-based messages of up to 140 characters, known as "tweets". It was created in March 2006 by Jack Dorsey and launched that July. The service rapidly gained worldwide popularity, with over 500 million active users as of 2012, generating over 340 million tweets daily and handling over 1.6 billion search queries per day. Since its launch, Twitter has become one of the top 10 most visited websites on the Internet.

The Twitter fail whale error message as there are so many users

So why so many people like Twitter?

The question “What are you doing?” probably is the most frequently asked question among friends and families. By asking this question, one may feel envolved into somebody’s life. While, most people’s personal life is hidden in his own box and few people could know. Although we may connect ourselves with each other by methods like email, mobile phones and blogs, we do not send an email to everyone telling them that I am having a cup of coffee in Starbucks or I am watching an football match of the Manchester United. So what about people who wants to know that?

Then the Twitter comes. It is something like the micro-blogs, you can only write 140 characters in twitter. The Twitter has connected people together. The page of Twitter is personalized and you can see the updates of tweets of your friends. It is easy for you to find what your friends are doing at present and it is also quite easy to find other information you never know. For example, one of your workmates tweets that he is reading《Harry Potter》, and you know he is also a Harry Potter fun like you. Without the use of twitter such things would be harder to achieve. People could get access to Twitter via website and the mobile apps and that could be another reason for making twitter popular.

Twitter has changed the way of sending an instant message to one person. With twitter, people can talk to the world and then the world talks back. With twitter, we can get the feeling of someone always be there. We may feel missing something when we are off-line and could not receive the twitter updates of others.

Why people seems be additive to this. Maybe updating the twitter has some relationship with the slot machine. If you could not except what the twitter comes next, you will be back for getting more. In front of the slot machine, we are not sure whether we are going to get a reward and then we will continue slotting the handle.

Person value is the core aspect in both people’s real life and virtual world. In twitter, you will discover your personal value be recognized. The RT (retweet) function, when your twitter is retweeted by someone and followed by others, what you tweeting is of value. Everyone can be his own king in his twitter world with his followers.

 

In conclusion, the Twitter is a social networking website that get people connected and their value recognized. With the simple function (only 140 characters at most) and easy access by both PCs and mobile phones, twitter is loved by many people.

The economic impacts of social media in China

In the lesson IEMS 5720—Social Networking, I have learnt how the social networking has changed the world. As a student from Mainland China, I will discuss the economic impacts that social media brings to China.

 The social media in China is on the rise. Although some world leading social networking websites such as Facebook and Twitter could not be accessed in the mainland due to the government’s Great Fire Wall . This could not stop the trend that social media become something we could live without in China .The great economic impact it brings to China is immeasurable.

1. The great economic potential and jobs created

As the country owns the largest population in the world, China also has the most Internet users on-line. The latest number is about 550 million, which has published in the December 2011 (see the figure below ).

That contributes to nearly a quarter of the total net users worldwide, while the Internet penetration is not as high as some developed countries. And this number is still going up rapidly. According to a survey with a sample of 5700 Chinese conducted by McKinsey, it is found that 95% of these people have registered on a social media site. And China will be the biggest e-commerce market by 2015. New social media websites and applications can turn out and become popular in a short period of time , that means more and more technical workers is needed . The emerging social media and social networking has helped provide thousands of jobs throughout the nation. A new industry has been created online.

2. The great power of social media

The rapid developing social media has really contributed a lot to the e-commerce business. With the new technology of social media, it will be easier for the company to publicize their products. They can just put some advertisements on some major social media sites like Renren or Weibo, and the huge number of this network users will see.

Social media also has greater influence on purchasing decisions for consumers in China than for those anywhere else in the world. Chinese consumers say they are more likely to consider buying a product if they see it mentioned on a social media site. Also they are more likely to purchase a product or service if a friend or acquaintance recommends it on a social media site. This can be explained in part by a cultural difference: Chinese consumers prize peer-to-peer recommendations because they lack trust in information from news sources and advertising; people rely more on word-of-mouth from friends, family, many of whom share information on social media.
 
3. The E-commerce in China
 
China will be the world's biggest e-commerce market by 2015. Social media will play an important factor in their purchase decisions. The Chinese user has spent the maximum time in the world on shopping on the Internet , and that is more than 5 hours a week .Chinese people ,especially young people ,like the way shopping on line .They prefer to buy things from such e-commerce site like Taobao ,not only because the price is relatively lower ,but also this has save them much trouble in choosing things from the mall .So there are indeed some reasons that e-commerce in China is popular and will be more popular .
 
4. A win-win method
  
In my opinion, the social media marketing is a win-win method for both of the consumers and business men .For the business men, they will indeed sell more and earn more with the advantage of the social media. For the buyers, that means they can buy the stuff they need in high quality with a reasonable price. Just like the example presented in the famous economics book《Principles of Economics》written by N.Gregory Mankiw. When firms sell differentiated products and charge prices above marginal cost, each firm has an incentive to advertise in order to attract more buyers to its particular product. The advertisement posed on the Internet or some social websites dose not only tell you the customers some information ,such as functions and prices .They are also serve as the signal of quality of the goods. What the advertisements say is not as important as the fact that consumers know ads are expensive. The company makes an increasing number of advertisements with the advantage of new technology such as social media and social websites.  
 
The online qualitative review system is another good example. It enable social environments to collect users’ opinions .That will also help the consumers know more about the goods from other user’s experience . Usually these things will not be told by the sellers. At the same time it helps the company know what the buyers want their product be. So they will modify their products to match the public taste.  

 

References:

1. http://www.wikipedia.org/

2. McKinsey Company (2012).China’s Social Media Boom.

3. N.Gregory Mankiw. 《Principles of Economics》.

4. http://socialmediatoday.com/ .May 9,2012,《How People Spend Their Time Online》.