A framework to measure a conversation based on approaches from social psychology and sociology. Beyond quantity of buzz, we propose measuring the context of conversation: the signal, person, role, and ecosystem.

5. Why now?

8. Social networks are all the rage, but rarely do we think about social metrics We need to stop blackboxing : "When a machine runs efficiently, when a matter of fact is settled, one need focus only on its inputs and outputs and not on its internal complexity. Thus, paradoxically, the more science and technology succeed, the more opaque and obscure they become." - Bruno Latour Even if a conversation is running smoothly, we must figure out what makes it tick.

19. Says Who?

21. When people make recommendations on blogs, is there something deeper going on? “ Got the next three PW/GS games for my birthday. And I am one happy gal, there was some stuff that I absolutely LOVED and I would definitely recommend the game to anyone who owns a PS3 regardless of its flaws -- which really were at their heart personal quibbles of mine so your mileage may vary. Plus, I cried like a b*$$ at the end. That's got to be saying something.”

23. “ Invisible” language gives us clues about individuals, and groups

25. “ Connected Age”: relationships are groundwork of work Social : niceties (lol), affirmations (cool), coordination (call), broad communication (http, thinking) Work : economic (production, supply), analytic (results, problem)

27. Beyond thoughts and feelings, who comes to roost?

29. Social Network Analysis with NodeXL : Identify different roles in social media spaces

30. Identify core groups in the network

33. Answer Person Signatures Discussion People

34. Spammer Discussion Starter Reply oriented Discussion Flame Warrior

36. What is the mix in the neighborhood?

39. Pajek without modification can sometimes reveal structures of great interest. The Ties that Blind?

40. Darwin Bell

43. Two “answer people” with an emerging 3 rd . Mapping Newsgroup Social Ties Microsoft.public.windowsxp.server.general

44. Research shows social media spaces vary and roles are present Adamic et al. WWW 2008

47. Thank You [email_address] [email_address] Questions?

48. Additional Resources

50. How uniform are social media producing groups? Individuals Small Groups Variable Contribution Large Groups Uniform Large Groups Heterogeneous Variable Contribution Large Groups