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DATA MINING IN SOCIAL
NETWORK
CONTENTS
DATA, KNOWLEDE,INFORMATION
DATA MINING
SOCIAL NETWORK,SOCIAL NETWORK ANALYSIS
DATA MINING IN SOCIAL NETWORKS: 1. GRAPH MINING.
2. TEXT MINING
ACCESSING DATA FROM FACEBOOK
APPLICATIONS OF SOCAIL NETWORK ANALYSIS
LIMITATIONS OF SOCIAL NETWORK ANALYSIS.
DATA,INFORMATION& KNOWLEDGE
DATA:
FACTS AND STATISTICS COLLECTED TOGATHER FOR REFERENCE
ANALYSIS.
THE QUANTITIES ,CHARACTERS ,SYMBOLS ON WHICH OPERATIONS
ARE PERFORMED BY A COMPUTER, BEING STORED AND TRANSMITTED.
INFORMATION:
THE PATTERNS, ASSOCIATIONS,RELATIONSHIP AMONG ALL THESE
DATA CAN PROVIDE INFORMATION.FOR EXAMPLE ANALYSIS OF SALE
TRANSACTION DATA CAN GIVE INFORMATION ABOUT WHICH
PRODUCTS ARE SELLING WHEN.
DATA,INFORMATION& KNOWLEDGE
KNOWLEDGE:
INFORMATION CAN BE CONVERTED INTO KNOWLEDGE ABOUT
HISTORICAL PATTERNS AND FUTURE TRENDS.
DATA MINING
FROM THE LARGE DATA SET FIND THE:
USEFUL
UNKNOWN
INFROMATION.
THE OVERALL ROLE OF DATA MINING IS TO EXTRACT INFORMATION
FROM THE DATA SET AND TRANSFORM IT INTO AN UNDERSTANDABLE
DATA FOR FURTHUR USE
THE PROCESS OF COLLECTING,SEARCHING THROUGH AND ANALYSING
A LARGE AMOUNT OF DATA IN A DATABASE , AS TO DISCOVER
PATTERNS AND RELATIONSHIPS.
SOCIAL NETWORK
A social network is a social
structure between actors,
mostly individuals or
organizations
It indicates the ways in which
they are connected through
various social familiarities,
ranging from casual
acquaintance to close familiar
bonds
SOCIAL NETWORK
ANALYSIS:DEFINITON
SOCIAL NETWORK ANALYSIS
FOCUSES ON THE STRUCTRE OF
RELATIONSHIP AMONG A SET OF
ACTORS.
Social network analysis maps and measures formal and
informal relationships to identify what facilitates or impedes
the information and knowledge flows that bind interacting
units, viz., who knows whom and who shares what information
and knowledge with whom through what media.
SOCIAL MEDIA Platform
BLOGGING
MICROBLOGS
COMMUNITY-BASED OUESTION ANSWER( C-QA)
EMAILS AND CHAT
HYBRID APPLICATIONS
WIKIS
SOCIAL NEWS
SOCIAL BOOKMARKING
MEDIA SHARING,OPINION VIEWS AND RATINGS
Data
mining
technique
in social
media
GRAPH
MINING
TEXT
MINING
Graph mining
1.)Graph mining:
Graphs(or networks) constitute a prominent data structure and
appear essentially in all form of information . Example include the web
graph ,social network. Typically, communities correspond to , group
of nodes , where nodes within the same community ( or clusters) tend
to be highly similar sharing common features ,while on the other hand
nodes of different communities show low similarities.
Extracting useful knowledge (patterns, outliers ,etc) from structured
data that can be represented as graph.
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Graph mining
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Graph mining is used for understanding relationship as
well as content.
Phone provider can look at phone call records using graph
mining.
Example of graph mining in Facebook :
Query example: Restaurants in Pune liked by friends
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Graph Definition
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Network diagram
2.The lines linking each node
denote the relationships and
interaction between them in
order to complete the task.
1. Each individual or
team is shown as a
circular node on
the diagram.
Numbered for ease
of reference.
3. Node 13 represents the
webpage and node 14
represents the target
audience for the webpage.
4. The nodes may
each have
additional
connections
outside of the task
network identified.
Nodes 1, 3, 4, 5, 6,
8, 11, 14 are the
most peripheral
with the least
connections.
Network diagram
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The nodes with
more links show
who is well
connected in the
network
There are two cliques in the
network where all nodes are
connected to each other: 7-9-10
and 10-12-13.
Node 7 has the most
connections and
therefore the highest
degree centrality.
Apriori-Based Approach
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PATTERN-BASED APPROACH
Example of graph mining
from Facebook
Sample query for graph search
Result for graph search
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Text mining
2.)Text mining:
It is an emerging technology that attempts to extract
meaningful information from unstructured textual data.
Text mining is an extension of data mining to textual data.
A social network contains a lot of data in the nodes of
various forms.
For example a social network may contain blogs,
articles , messages etc.
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Text mining process
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Data collection:
The data collector module continuously
downloads data from one or more social platform
and stores raw data into the database. Based on
application type the parameters are specified
with the API call.
Data Modelling:
This is the process used to define and analyse
the data requirements needed to support the
application process within the scope of
corresponding applications.
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Mining methods(Text mining)
Mining
methods:
1.) Clustering Analysis: Automatic or semi-automatic analysis
of large quantity of data to extract previously unknown interesting
patterns such as groups of data records known as cluster
analysis.
2.) Anomaly detection: Its the search for items or events which
do not confirm to an expected pattern.
access data from Facebook
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Facebook platform provides API,SDK for developing applications which access the
Facebook data. The Facebook SDK provides a fast native, Facebook integration ,using the
exact same implementation regardless of which environment you are deployed to.
In mobile Facebook provides SDK for:
1.
iOS platform
2.
Android platform.
For web development SDK are provided by both Facebook and the
community:Php, JavaScript ,ruby,node.js, C#
Facebook api
Search API: The graph API is a simple HTTP based API that
gives access to the Facebook social graph, uniformly represented
objects in graph and connection between them.
FQL: Facebook Query Language enables you to use a SQL type
interface to query the data exposed by the graph API.
Dialogs: Facebook offers a number of dialogs to a Facebook
Login, posting a persons timeline or sending requests.
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Facebook api
Chat: One can integrate a Facebook chat into a webbased desktop or mobile instant messaging products.
Ads API: This allows you to build your own app as a
customized alternative to the Facebook ads.
Public feed API: This lets you read a stream of public
comments that have been posted.
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Applications of Social Network
Analysis
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If they are understood ,better relationships and knowledge flows can be
measured, monitored, and evaluated, perhaps (for instance) to enhance
organizational performance
Identify individuals, teams, and units who play central roles.
Discern information breakdowns, bottlenecks, structural holes, as well as
isolated individuals, teams, and units.
Make out opportunities to accelerate knowledge flows across functional and
organizational boundaries.
Applications of Social Network
Analysis
Strengthen the efficiency and effectiveness of existing,
formal communication channels.
Leverage peer support.
Improve innovation and learning.
Refine strategies.
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Limitations of sna
Connections may sometimes may not depict correct hierarchy.
SNA does not show the effectiveness or quality of the relationships
between people. Some connections may be more productive than others.
But sometimes such connections are not considered.
SNA does not show breakdowns in communication or barriers
In many cases the graphs are large scale hence difficult to control
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CONCLUSION
SOCIAL MEDIA : BIG, RICH AND OPEN DATA
-BILLION USERS,BILLION CONTENTS
-TEXTUAL MULTIMEDIA
-BILLIONS OF CONNECTIONS
CHALLENGES:
-LARGE
-NOISE
SCALE NETWORK
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THANKYOU
