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

15.08.2011 Institute of Computer Science University of Würzburg Prof. Phuoc Tran-Gia 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 1 st 2011 Image Source: Wikimedia 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 University of Würzburg Institute of Computer Science Image Source: Google+ via Leon Haland Ingo Scholtes 1

15.08.2011 Mobile Computing Real-time communication/interaction patterns! University of Würzburg Institute of Computer Science Image Source: Apple, Microsoft Ingo Scholtes Crowdsourcing • Online Social Networks • Commercial Platforms Mediating Employer Workers Platforms Crowd-sourcing Platform Microtasks Control large Engine crowd • Open Source Communities University of Würzburg Institute of Computer Science Ingo Scholtes 2

15.08.2011 Socio-Technical Systems “The ‚Killer - Apps’ of tomorrow's mobile infocom industry won't be hardware devices or software programs but social practices. ” Howard Rheingold „Smart Mobs. The Next Social Revolution “ University of Würzburg Image: opte.org Image Source: opte.org Institute of Computer Science Ingo Scholtes More Social = More Complex University of Würzburg Institute of Computer Science Ingo Scholtes 3

15.08.2011 Interdisciplinary Modelling … Biological Physics Statistical physics of social dynamics Social Sciences Statistical Physics Sociophysics University of Würzburg Institute of Computer Science Image Source: Wikimedia Commons, UC Berkeley 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 𝑸 𝒀 𝑩 → 𝟐 semble X Ensemble X |V|, |E|, P(k), k m , C, k nn University of Würzburg Institute of Computer Science Ingo Scholtes 4

15.08.2011 Spreading and Opinion Dynamics +1 -1 Spreader Ignorant 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 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 University of Würzburg Institute of Computer Science Ingo Scholtes 5

15.08.2011 Thank You! University of Würzburg Institute of Computer Science Ingo Scholtes 6