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Tie Strength in Question & Answer on Social Network SitesKatrina Panovich @katrina_with Rob Miller & David KargerMIT CSAIL
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what song was in this commercial?
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4Wednesday, February 15, 12
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I want to switch to linux full time but need a better music player. Any leads on one that can handle upwards of 500gb of files?
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social q&a raban and harper 2008harper, raban, rafaeli, konstan 2008
ackerman and palen 1996
social search evans and chi 2008pirolli 2009
social networks lampe and ellison 2008
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related work
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50.6% had used their status message to ask a question of their social network before
Morris, M. R., Teevan, J., Panovich, K. What Do People Ask Their Social Networks, and Why?
CHI 2010.
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recommendation
opnion
factual knowledge
rhetorical
invitation
favor
social connection
offer
technologyentertainmenthome & family
professionalplaces
restaurantscurrent events
shoppingethics and philosopy
29% Recommendation 29% Technology
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Morris, M. R., Teevan, J., Panovich, K. What Do People Ask Their Social Networks, and Why?
CHI 2010.
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How well do you know this person?
Median 4 out of 5
Morris, M. R., Teevan, J., Panovich, K.A Comparison of Information Seeking Using
Search Engines and Social Networks. ICWSM 2010.
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tie strength:measure of the strength of a friendship
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Granovetter, M. American Journal of Sociology, May 1973.
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The Strength of Weak Ties
weak ties travel in different circles & know more diverse information
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The Strength of Weak Ties
weak ties travel in different circles & know more diverse information
Granovetter, M. American Journal of Sociology, May 1973.
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weak ties...
- cited at least 19,302 times
- can help us get jobs
- provide us with bridging social capital
- know diverse information
- are our extended community
- can introduce serendipity
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research questions
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research question 1
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Does tie strength have the same ‘strength of
weak ties’ effect in this case?
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How does the relation between tie strength and answer quality
play out?
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research question 2
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study overview
- participants asked questions
- we surveyed them about the responses they got
- regression analysis of tie strength vs answer qualities
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strong ties...
provide answers we value more in general
provide already-known information less
contribute to overall knowledge more
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methodology
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?
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participants asked tech recommendation questions
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?
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19 participants
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?
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does anyone have a good camera to recommend? size-wise, i'm looking for something between a giant DSLR and a tiny point-and-shoot
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anyone flown delta? good? bad?
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19 participants104 responsesall answered
median 3 responses
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how close each friendship was
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Days since last commDays since first commIntimacy x Structural
Wall words exchangedMean ts of mutual friends
Educational differenceStructural x Structural
Reciprocal Serv. x Reciprocal
Participant-init wall postsInbox thread depth
Participant’s no. of friendsInbox pos. emotion wordsSocial Distance x Structural
Participant’s no. of appsWall intimacy words
Gilbert & Karahalios CHI ’09Predicting Tie Strength with Social Media
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Days since last commDays since first commIntimacy x Structural
Wall words exchangedMean ts of mutual friends
Educational differenceStructural x Structural
Reciprocal Serv. x Reciprocal
Participant-init wall postsInbox thread depth
Participant’s no. of friendsInbox pos. emotion wordsSocial Distance x Structural
Participant’s no. of appsWall intimacy words
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Days since last communication
Days since first communication
Wall words exchanged
Mean tie strength of mutual friends
Participant’s number of friends
Inbox positive emotion words
Wall intimacy words
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How strong is your relationship with this person?
r = 0.50
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tie strengths ofall friends of all participants
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Tie Strength
Freq
uenc
y
0.0 0.2 0.4 0.6 0.8 1.0
0500
1000
1500
2000
2500
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tie strengths offriends who answered questions
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0.0 0.2 0.4 0.6 0.8 1.0
05
1015
2025
30
Tie Strength
Freq
uen
cy
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all friends all answerers
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0.0 0.2 0.4 0.6 0.8 1.00
510
1520
2530
Tie Strength
Freq
uen
cy
Tie Strength
Freq
uenc
y
0.0 0.2 0.4 0.6 0.8 1.0
0500
1000
1500
2000
2500
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answer quality
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1. content
2. novelty of the information
3. person
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unpacking answer quality
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1. content
2. novelty of the information
3. person
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unpacking answer quality
content
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1. content
2. novelty of the information
3. person
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unpacking answer quality
novelty
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1. content
2. novelty of the information
3. person
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unpacking answer quality
person
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how on topic is this answer?
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content
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how supportive is this answer?
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content
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how interesting is this answer?
content
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how much do you trust this answer?
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content
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how much does this answer provide novel information?
novelty
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how much does this answer verify information you already knew?
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novelty
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how much does this answer contribute to your
overall knowledge?
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novelty
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how knowledgeable is this person about this topic?
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person
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what value do you generally place on answers from this person?
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person
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tie strength vs
answer quality
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linear regression results
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Top
ic
In
tere
stin
g
Su
pp
orti
ve
Know
led
geab
le
N
ovel
Tru
st
Ove
rall
Alr
ead
y
Val
ue
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how much does this answer verify information you already knew?
how much does this answer contribute to your overall knowledge?
what value do you generally place on answers from this person?
Ove
rall
Alr
ead
y
Val
ue
53
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0.0 0.2 0.4 0.6 0.8 1.0
23
45
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Tie Strength and Value
What value do you generally place on answers from this person?
Tie Strength
Value
tie strength and value of this friend’s answers
R2 = 0.065β = 0.071p < 0.05
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0.0 0.2 0.4 0.6 0.8 1.0
23
45
67
Tie Strength and Value
What value do you generally place on answers from this person?
Tie Strength
Value
tie strength and value of this friend’s answers
R2 = 0.065β = 0.071p < 0.05
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Closer friends provide answers we value more in general.
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tie strength and already known information
0.0 0.2 0.4 0.6 0.8 1.0
12
34
56
7
Tie Strength and Already Known Information
How much does this answer verify information you already knew?
Tie Strength
Knew
Already
R2 = 0.062β = –0.038p < 0.01
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tie strength and already known information
0.0 0.2 0.4 0.6 0.8 1.0
12
34
56
7
Tie Strength and Already Known Information
How much does this answer verify information you already knew?
Tie Strength
Knew
Already
R2 = 0.062β = –0.038p < 0.01
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Closer friends were less likely to provide information that the participant already knew.
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tie strength and overall knowledge
0.0 0.2 0.4 0.6 0.8 1.0
12
34
56
7
Tie Strength and Overall Knowledge
How much does this answer contribute to your overall knowledge?
Tie Strength
Overa
ll K
now
ledge R2 = 0.036
β = 0.031p < 0.05
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tie strength and overall knowledge
0.0 0.2 0.4 0.6 0.8 1.0
12
34
56
7
Tie Strength and Overall Knowledge
How much does this answer contribute to your overall knowledge?
Tie Strength
Overa
ll K
now
ledge R2 = 0.036
β = 0.031p < 0.05
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Closer friends’ answers that are more likely to contribute to our overall knowledge.
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correlations between quality metrics
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How on topic was this answer?
How knowledgeable is this person about this topic?
How supportive is this answer?
How much do you trust this answer?
β = 0.51
0.60
0.48
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How knowledgeable/trustworthy is this friend about this topic?
How on topic is this answer?
What value do you generally place on answers from this person?
How supportive is this answer?
0.35
0.44
0.43
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tie strength
expertise
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tie strength
expertise
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I look for answers where people didn’t just recommend a product but gave reasons from
their experience or pointed to reviews
online.65
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I guess a lot of evaluating is my
estimation of the source reliability (the person).
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[It’s] just kind of a personal experience
with products that I’m looking for.
...
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For example, I know [0.06] does a lot of camera work, and
[0.718] is a professional photographer, so I
value their answers more.
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here’s where tie strength matters
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value overall knowledge already known info
and here’s where it doesn’t.
on topic knowledgeable about topic supportive
interesting novel information trust
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implications
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Horowitz, D., Kamvar, S. The anatomy of a large-scale social search engine. WWW 2010.71
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Horowitz, D., Kamvar, S. The anatomy of a large-scale social search engine. WWW 2010.72
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Horowitz, D., Kamvar, S. The anatomy of a large-scale social search engine. WWW 2010.73
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limitations
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Does tie strength have the same ‘strength of weak ties’ effect in this case?
How does the relation between tie strength and answer quality play out?
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when they mattered at all, stronger ties were actually slightly better
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tie strength
expertise
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thank you
Greg Vargas, Karrie Karahalios, Mark Ackerman
UID and Haystack groups
our participants
Xerox, NSF, Google
reviewers
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Tie Strength in Question & Answer on Social Network Sites
Katrina Panovich MIT CSAILhttp://katrina.is
Ove
rall
Alr
ead
y
Val
ue
strong ties > weak tiesexpertise > tie strength
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