Online Social Networks Fast growing class of Internet services - - PDF document

15.08.2011 1

Modelling of Emerging Internet Services: Social Networks and Crowdsourcing

Phuoc Tran-Gia, Ingo Scholtes, Tobias Hoßfeld, Matthias Hirth

Institute of Computer Science University of Würzburg EuroView August 1st 2011

Image Source: Wikimedia

Institute of Computer Science University of Würzburg

• Prof. Phuoc Tran-Gia

University of Würzburg Institute of Computer Science

Ingo Scholtes

Online Social Networks

• Fast growing class of Internet services
• Global IP traffic growth driven by online video, social

networking and collaboration sites (according to Cisco Global IP traffic report 2010)

• Increasing monetarization

Image Source: Google+ via Leon Haland

15.08.2011 2

University of Würzburg Institute of Computer Science

Ingo Scholtes

Mobile Computing

Real-time communication/interaction patterns!

Image Source: Apple, Microsoft University of Würzburg Institute of Computer Science

Ingo Scholtes

Crowdsourcing

• Online Social Networks
• Commercial Platforms
• Open Source Communities

Crowd-sourcing Platform

Microtasks Employer Workers Mediating Platforms

Control Engine large crowd

15.08.2011 3

University of Würzburg Institute of Computer Science

Ingo Scholtes

Image: opte.org

Socio-Technical Systems

Image Source: opte.org

“The ‚Killer-Apps’ of tomorrow's mobile infocom industry won't be hardware devices

• r software programs but social practices.”

Howard Rheingold „Smart Mobs. The Next Social Revolution“ University of Würzburg Institute of Computer Science

Ingo Scholtes

More Social = More Complex

15.08.2011 4

University of Würzburg Institute of Computer Science

Ingo Scholtes

Interdisciplinary Modelling …

Statistical Physics Social Sciences Biological Physics Statistical physics of social dynamics Sociophysics

Image Source: Wikimedia Commons, UC Berkeley University of Würzburg Institute of Computer Science

Ingo Scholtes

From Micro to Macro …

• Complex Network Science

– Statistical mechanics perspective on large dynamic networks – Aggregate statistics of interaction topology – Description in terms of statistical ensembles

Property A Ensemble X

|V|, |E|, P(k), k m, C, knn

𝑸𝒀 𝑩 → 𝟐

semble X

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University of Würzburg Institute of Computer Science

Ingo Scholtes

Spreading and Opinion Dynamics

Ignorant Spreader Inhibitor

Research Perspectives:

• Socio-based relevance metrics
• Social filtering and recommendation mechanism
• Mitigation of manipulations and astroturfing
• Predictive models of collective interest
• Flash crowds and content distribution
• Emergence of cooperative/defective behavior

+1

• 1

University of Würzburg Institute of Computer Science

Ingo Scholtes

Perspective: From Macro- to Meso-Scale …

Research Perspectives:

• Relation to non-linear dynamics/spectral (graph) theory
• Hierarchical/fractal organization of communities
• Multi-Scale modeling of spreading and opinion dynamics
• Mutual influence of community evolution and collective behavior

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University of Würzburg Institute of Computer Science

Ingo Scholtes

Thank You!