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An Introduction to Social Mining Vladimir Gorovoy and Yana Volkovich @yvolkovich Barcelona Media, Information, Technology & Society Group Barcelona, Spain @vgorovoy Yandex, Yandex.Uslugi Saint Petersburg, Russia August,

  1. An Introduction to Social Mining Vladimir Gorovoy ∗ and Yana Volkovich † † @yvolkovich Barcelona Media, Information, Technology & Society Group Barcelona, Spain ∗ @vgorovoy Yandex, Yandex.Uslugi Saint Petersburg, Russia August, 15-19 2011 V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 1 / 46

  2. Outline About the course 1 Introduction 2 Opinion mining 3 Practical task 4 V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 2 / 46

  3. An Introduction to Social Media About us Vladimir Gorovoy Head of Yandex.Uslugi, Yandex Dipl. Eng. Degree in Mathematics and Computer Science from the Saint Petersburg State University Yana Volkovich Research Scientist in Information, Technology and Society Group, Barcelona Media Innovation Center Ph.D. in Applied Mathematics from the University of Twente Dipl. Eng. Degree in Mathematics and Computer Science from the Saint Petersburg State University V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 3 / 46

  4. An Introduction to Social Media Outline day 1 An introduction to Social Media; Social Market; Practical task announcement; day 2 Yandex.Market; day 3 Social graph mining; Recommended deadline for the practical task; day 4 Twitter, Foursquare, etc.; Results for the practical task; day 5 New research directions; Presentations by the practical task winners. V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 4 / 46

  5. Introduction What is Social Media? What is Social Media? V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 5 / 46

  6. Introduction What is Social Media? “Social media is like teen sex. Everyone wants to do it. No one actually knows how.” (Avinash Kaushik, Google’s analytics evangelist) V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 6 / 46

  7. Introduction What is Social Media? Social Media is not only about Social Networks V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 7 / 46

  8. Introduction What is Social Media? Social Media is a media for social interaction using highly accessible and scalable communication techniques. Social Media is the use of web-based and mobile technologies to turn communications into interactive dialog. V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 8 / 46

  9. Introduction What is Social Media? “In contrast to one-to-many communication structure of traditional mass-media, social media allows the emergence of many-to-many communication , and gives a rise to mass self-communication” [Castells, 2009] V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 9 / 46

  10. Introduction Social Media: goals What are the goals /purposes of Social Media? V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 10 / 46

  11. Introduction Social Media: examples social communication emails, mobiles, forums, chats; social networking facebook, google+; social blogging/microblogging twitter, livejournal, blogger; social sharing flickr, vimeo, youtube; social news digg, slashdot, cnn ireport; social bookmarking delicious, citeulike; social knowledge, wikis wikipedia, tripadvisor; social shopping groupon, amazon, ebay; social apps & games foursquare, farmville; etc. V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 11 / 46

  12. Introduction Social Media: too much data too much data! V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 12 / 46

  13. Introduction Social Media: goals What could we do? to ask right questions V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 13 / 46

  14. Introduction Questions V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 14 / 46

  15. Opinion mining Introduction Opinion Mining V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 15 / 46

  16. Opinion mining History 1993: cartoon by Peter Steiner published by The New Yorker on July 5, 1993 V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 16 / 46

  17. Opinion mining History 2011: V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 17 / 46

  18. Opinion mining Introduction people search for and are affected by online opinions; Consumer reviews are significantly more (˜ 12 times) trusted than descriptions that come from manufacturers. (eMarketer, Feb. 2010) 90% of consumers online trust recommendations from people they know; 70% trust opinions of unknown users. (Econsultancy, Jul. 2009) V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 18 / 46

  19. Opinion mining Introduction (cont.) People express their opinions via voting; pressing like or +1 ; rating; commenting; sharing; etc. V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 19 / 46

  20. Opinion mining Introduction (cont.) People evaluate/reflect on items; real events; other people; items created by others. V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 20 / 46

  21. Opinion mining Examples V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 21 / 46

  22. Opinion mining CouchSurfing CouchSurfing is a hospitality exchange network and website with 3 million members in 246 countries and territories; V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 22 / 46

  23. Opinion mining CouchSurfing (cont.) survey study by [Adamic et al., 2011]. different level of participation: some prefer to host as it allows them to meet people without leaving home. some use the site mainly for travel. (One interviewed participant had been couchsurfing nonstop for a year.) V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 23 / 46

  24. Opinion mining Rating people Discomfort in leaving negative references: Negative ratings are seldom given publicly in part because the individual being rated can reciprocate. [Adamic et al., 2011]. Textual references (and their number) are far more important V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 24 / 46

  25. Opinion mining Rating items and rating ratings opinion: What does A think about this item? [Pang and Lee, 2008] meta-opinion: What do other users think about A’s opinion about this item? [Danescu et al., 2009] V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 25 / 46

  26. Opinion mining Rating reviews Amazon.com for Meta-Opinion Analysis (Danescu et al. [2009]) V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 26 / 46

  27. Opinion mining Rating reviews: Question A product has a average star rating of ⋆ ⋆ ⋆ . Aim is to write a helpful review for the product. Which would be your star rating choice if you can only alter the star rating of the review? V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 27 / 46

  28. Opinion mining Rating reviews: Social Psychology Hypotheses Social Psychology Hypotheses: Conformity star rating is closer to the average star rating for the product; Brilliant but cruel star rating is below to the average star rating for the product; Individual bias star rating reflects the evaluators’ personal opinion about the product. V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 28 / 46

  29. Opinion mining Rating reviews (cont.) Conforming reviews are more helpful. V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 29 / 46

  30. Opinion mining Rating reviews (cont.) signed deviation = star rating - average star rating; positive reviews are more helpful ( Brilliant-but-cruel is not working). V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 30 / 46

  31. Opinion mining Cultural differences Signed deviations vs. helpfulness ratio, in the Japanese (left) and U.S. (right) data. The curve for Japan has a pronounced lean towards the left V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 31 / 46

  32. Opinion mining How is it in Russia? Yandex.Market V. Gorovoy & Y. Volkovich (Yandex & BM) SocM: RuSSIR/EDBT 2011 Summer School August, 15-19 2011 32 / 46

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