Threaded conversations are a major form of social media.  Message boards, email and email lists, twitter, blog comments, text messages, and discussion forums are all social media systems built around the message thread data structure.  As messages are exchanged through these systems, some messages are sent as a reply to a particular previous message.  As messages are sent in reply to prior messages, chains of messages form.  Message chains come in two major forms: branching and non-branching.  Branching threads are those that allow more than one message to reply to a prior message.  Non-branching threads are single chains, like a string of pearls, that allow only one message to reply to a prior message.  Many web based message boards are non-branching.  Many email systems and discussion forums are branching.

ThreadMill requires a minimal set of data elements to generate its reports.  A data table must minimally have a column of information for each message that includes the name of the message board, the forum, the thread, and the author, along with a unique identifier for each message and the date and time it was posted.  Optional data elements include the unique identifier of the message being replied to, the URL of the message, and the URL for a profile photo.

All forms of threaded message exchange can be measured.  Simple measures like the count of the number of messages or the number of authors are obvious and useful.  Other measures can be created from more sophisticated analysis.  For example, the network of connections that forms as different authors reply to one another can be extracted and analyzed using network analysis methods.  It is possible to calculate metrics from these networks of reply that describe the location of each person in the graph.

ThreadMill generates several data sets that can be used to create visualizations of the activity and structure of a message board collection.

A Treemap data set can illustrate the hierarchy of encapsulated authors within threads, threads within fora, fora within boards, and boards within collections.  Treemap visualizations of collections of threaded conversations can quickly highlight the most active or populous discussions.

An AuthorLine visualization takes the form of a double histogram, with bubbles representing each thread active in each time period sized by the volume of messages the author contributed, sorted by size.  Threads that have been initiated by the author are represented as bubbles above the center line.  Messages that the author contributes to threads started by other authors are represented as bubbles stacked below the center line.  AuthorLines quickly reveal the pattern of activity an author displays and identifies which of several types of contributors the author is.

A scatter plot visualization represents each author as a bubble in an X-Y space defined by the number of different days the author was active against the average number of messages the author contributes to the threads in which they participate.

A time series line chart reveals the days of maximum and minimum activity along with trends.

A network diagram reveals the overall structure of the discussion space and the people who occupy strategic locations within the network graph.

ThreadMill has received generous assistance from Morningside Analytics.  Bruce Woodson implemented ThreadMill.

The Stanford Network Analysis Platform (SNAP) (http://snap.stanford.edu) is a high performance library for calculating network metrics of potentially very large graphs. Working with SNAP author and Stanford Computer Science Professor Jure Leskovec, the NodeXL team is releasing a new update with expanded support for network metrics. With SNAP integrated into NodeXL we have improved the scale and speed performance significantly (*very* significantly!).  As of this release (v.1.0.1.122) the Betweenness Centrality, Closeness Centrality, and Eigenvector Centrality measures are calculated using the SNAP library. In addition we have added the Page Rank metric calculated by SNAP to the list of supported network measures.  Two additional clustering algorithms automatically group nodes together into collections. With SNAP integrated into NodeXL we have added two clustering algorithms: Girvan-Newman and Clauset-Newman-Moore.

What network metrics matter most to you?

We will add axis markings and titles soon, making these charts ready to use in a variety of network reports.  These histograms will also appear in the Dynamic Filters dialog to guide users as they select segments of the distribution to include or filter out of the displayed network graph.

Other updates:

1.0.1.110 (2010-02-03)

• The Overall Metrics worksheet now includes more information about the degree, in-degree, out-degree, betweenness centrality, closeness centrality, eigenvector centrality, and clustering coefficient metrics when those metrics are computed. The additional information includes the minimum, maximum, average, and median metric values, and a histogram showing the metric value distribution.
• The “Convert Old Workbook” item on the NodeXL, Data, Import menu in the Ribbon is now called “Import from NodeXL Workbook Created on Another Computer.” This menu item can be used to work around the following problem: NodeXL workbooks created on a 64-bit Windows computer cannot be opened directly in Excel on a 32-bit Windows computer, and vice-versa. (If you attempt to do so, you will get an error message whose details include “could not find a part of the path.”)
• A Clear All Worksheet Columns Now button has been added to the Autofill Columns dialog box (NodeXL, Visual Properties, Autofill). Also, you can now clear an individual worksheet column by clicking a button in the dialog box’s Options column.
• Bug fix: On large-font machines, the buttons at the bottom of the Autofill Columns dialog box didn’t fit within the dialog box.
• Bug fix: In some circumstances, vertices were drawn below the bottom of the graph pane and were impossible to see. One such circumstance was when the selection was exported to a new workbook (NodeXL, Data, Export, Selection to New NodeXL Workbook). The graph pane in the new workbook acted as if it were taller than its real height, leading to vertices dropping off the bottom.

NodeXL has updated again (v.1.0.1.109) with new network metrics.  The application now calculates path length data for your network, reporting the Maximum Geodesic Distance and the Average Geodesic Distance.  The list of overall metrics NodeXL creates includes: Vertices (the number of nodes in the graph), Unique Edges, Edges With Duplicates, Total Edges, Self-Loops (Edges that point back at the node from which they originate), Connected Components (each set of connected nodes that are not connected to another set of nodes), Single-Vertex Connected Components (all the “singletons” of just one node in a component), Maximum Vertices in a Connected Component (the size of the “Giant” component), Maximum Edges in a Connected Component (the density of the “Giant” component), Maximum Geodesic Distance (Diameter) (the longest path that can be uniquely walked through the graph), Average Geodesic Distance (the average distance between two nodes in the graph (compare this to the “six degrees” standard), Graph Density (the density of the complete network).

More metrics and details on existing metrics are on the way!

What metrics do you need?

On August 5th and 6th I led a workshop with Martha Russell on social network analysis of social media as part of the Stanford Media X Summer Institute on New Metrics for New Media: Analytics for Social Media and Virtual Worlds this Summer.

New Metrics for New Media:  Analytics for Social Media and Virtual Worlds
Organizers:  Martha Russell, Marc Smith
August 5-6

Social media and virtual worlds offer two important frontiers for measuring earned engagement. In both, audiences are actively engaged as participants. This workshop covered foundational concepts in media measurement, describe new frontiers in measuring audience engagement in social media and virtual worlds, and provided hands-on experience in using new analytical tools.

This session also provided a walk through the basic operation of NodeXL, including generation of social networks from social media data sources like personal e-mail (drawing data from the Windows Desktop Search engine) and the Twitter social network micro-blogging system. Arbitrary edge lists (anything that can be pasted into Excel) can be visualized and analyzed in NodeXL. Attendees were encouraged to bring an edge list of interest. Sample data sets were provided.

Video about the New Media for New Metrics Workshop

Agenda WEDNESDAY, August 5: #124 Wallenberg Hall

08.30 – 09.00 – Welcome, Introductions & Overview

Martha Russell, Director, Media-X, Stanford University
Marc Smith, Internet Sociologist, Connected Action Consulting

Martha spoke about the changing media landscape and the need to measure new media in the mix of media consumption measurements.  She suggests that old measures may not always fit new media and that new media offer new opportunities (and challenges) for measurement.  Martha runs the Media-X program at Stanford that ran the workshop.

09.00 – 10.00 – The MEdia Generation (and others): Trends in Media Multitasking in the US and China

Don E. Schultz, Northwestern University Agora-IMC, Inc, BigResearch

Professor Schultz teaches marketing and communication at Northwestern University.  He runs a series of surveys about media consumption in the US and in China.  The results show people consuming multiple media at the same time, but not in the same mix (China uses mobile more than desktop).

10.30 – 11:30 – Panel: Metrics for Management Decisions

Moderator: Martha Russell, Media X at Stanford University

Richard Rommel, Senior VP Emerging Business, Best Buy
Blaine Baggett, Executive Manager, Office of Communication and Education
Jet Propulsion Laboratory, NASA
Louis-David Mangin, GrinShot
Maury Giles, Founder, Pursuit

Richard Rommel (Best Buy) discussed their Twitter strategy and commercials.  Best Buy now features their employees as a service via twitter to all askers and features that in their TV commercials.

JPL in Pasadena is using the web to push the “science is cool” (and fundable) message to all who will listen.  When NASA lands something on Mars its the JPL that gets the huge traffic spike.  They are opening up conversations between researchers and the public and increasing the surface area for science media.

11:30 – 12:00 – Synergies Between Search and Social Metrics

David A. Shamma, Yahoo Research

Ayman spoke about measuring engagement in a Yahoo Messenger video sharing and chat feature.  He found that chat activity spikes during the credits.  Except in Japan where strings of “wwwwwwwwwwwww” denote laughter and continue through out a shared video session.

Ayman also did a study of Twitter usage during last year’s political debates.  He found the chat did not echo the terms used in the debate.  Chat activity also spiked after the debate.

13:00 – 14:00 – Measuring Social Media & Digital WOM

Michael Wu, Chief Scientist, Lithium

Michael presented the ingredients of the Lithium Community Health Index which (pictured) includes the notion of interactivity (speed to reply).

14:00 – 15:00 – Panel: Metrics for Moderating and Managing Communities

Moderator: Marc Smith, Internet Sociologist, Connected Action Consulting

Sameer Patel, Pretzel Logic
Gail Ann Williams, Director of Communities, Salon.com

Gail and Sameer focused on the ways they directly manage communities in a commercial environment.  Gail tuns the community for Salon’s Table Top and Well social spaces.  She runs fee based spaces that require customer retention (but sometimes wish they could selectively apply customer ejection!).

Sameer consults on the selection and use of enterprise social media.  He focused on the metrics his customers want to see in an internal deployment, focused on usage and connection rates among users.

15:15 – 17:00 – Social Network Analysis Tutorial: Part 1
Concepts, Data, & Tools for Producing the Social Graph

Marc Smith, Internet Sociologist, Connected Action Consulting

I showed the slides previously presented at the Catalyst Conference, this time in a longer form at the workshop: http://www.slideshare.net/Marc_A_Smith/2009-catalyst-conference-social-media-research slides focuse on the use of social network and activity analysis to identify key contributors in social media spaces.

17.00 – 17.30 – Discussion: Navigating the Terms in Social Media Metrics

Moderator: Don Schultz

———————————————–
Agenda THURSDAY, August 6: #124 Wallenberg Hall

08.30 – 09.30 – Patterns of Mobile Media Advertising–Taking 3G Portals as an Example

Chunlin Duan, South China University of Technology Profit

Professor Duan is Dean of the School of Communication at South China University of Technology.  She described mobile device usage in China (huge!) and the major focus on IM, chat, and message boards, along with the dominance of QQ and its virtual goods and currency.

09.00 – 09:30 – Cell Phone Usage in Japan for Social Networking and Advertising

Neil Rubens, University of Electro-Communications, Tokyo

When toddlers have cell phones mobile device penetration is high!  Japan is highly mobile (although on its own island of technology) and using social network services via their devices.

09:30 – 10.30 – Panel: Emerging Metrics for Virtual Worlds & Immersive Environments

Moderator: Greg Nuyens, Qwaq Forums
Gene Yoon, Former CFO, Second Life
Parvati Dev, Innovations in Learning
Henrik Bennetsen, Stanford Humanities Lab

Gene Yoon is the former CFO of Second Life, he spoke about the use of metrics in his business.  He focused on engagement as the behavior he wanted to measure.

Parvarti Dev is a former Stanford Professor using virtual reality social worlds to role play emergency room procedures among nurses and doctors.

11:00 – 12:00 – Trends in Metrics for Self Monitoring

Gary Wolf, Sr. Editor, WIRED

Gary is documenting the emerging world of the “Quantified Self” – people using mobile devices with sensors and networks to collect detailed records of their own behavior and medical vital statistics.  These data sets, in aggregate, may reveal new insights for evidence based medicine, self improvement, and public safety.

13:00 – 15:30 – Social Network Analysis Tutorial: Part 2

Concepts, Data, & Tools for Filtering and Decorating the Social Graph

Marc Smith, Internet Sociologist, Connected Action Consulting

A step-by-step guide to creating, analyzing, and visualizing a social network.

16:00 – 16:30 – Discussion and WrapUp: Gleaning Meaning from Measurements

Moderator: Martha Russell

]]> http://www.connectedaction.net/2009/09/12/recently-stanford-media-x-workshop-new-metrics-for-new-media-analytics-for-social-media-and-virtual-worlds/feed/ 0 http://www.connectedaction.net/2009/05/16/july-2009-stanford-media-x-workshop-new-metrics-for-new-media-analytics-for-social-media-and-virtual-world/?utm_source=rss&utm_medium=rss&utm_campaign=july-2009-stanford-media-x-workshop-new-metrics-for-new-media-analytics-for-social-media-and-virtual-world http://www.connectedaction.net/2009/05/16/july-2009-stanford-media-x-workshop-new-metrics-for-new-media-analytics-for-social-media-and-virtual-world/#comments Sat, 16 May 2009 21:01:38 +0000 Marc Smith http://www.connectedaction.net/?p=994

I will lead a workshop with Martha Russell on social network analysis of social media as part of the Stanford Media X Summer Institute on New Metrics for New Media: Analytics for Social Media and Virtual Worlds this Summer.  I am looking forward to working with the folks at Media X which hosts a range of cutting edge events devoted to exploring the newest trends in technology and society.

It is also worth noting that the traveling exhibit “Places and Spaces” will be displayed through the MEDIA X program at Stanford until December 18th, 2009.  There is a May 18, 5-6:30pm Reception in Wallenberg Hall on the campus.  The show includes an image I worked on with Danyel Fisher and Tony Capone that represents an overview of Usenet newsgroups.

The show includes a variety of information visualizations and maps that illustrate the utility of graphical representations of complex concepts and terrains.  From the Media X site:

“The Places & Spaces exhibit, at Wallenberg Hall has two components. The physical component is available for display and allows for close visual inspection through high-quality prints. It is meant to inspire cross-disciplinary discussion on how best to track and communicate human activity and scientific progress on a global scale. It includes hand-on science maps for children. The online counterpart provides links to a selected series of maps and their makers along with detailed explanations of why these maps work.” [Link]

There will be a reception following the May 18 Seminar that will include Jeff Heer and students, Katy Borner (virtual presence) and other mapmakers of the Places & Spaces exhibit.