UWSMC Fall 2011
Lisa Guo
What is Social Graph
Mathematically, Graph is an abstraction for
modeling relationships between things. Graphs
consists of nodes and edges, or things and the ways
that things relate to each other.
Social graph is the global mapping of everybody
and how they're related.
Graphs are very powerful modeling tools for
modeling natural and man-made systems.

How Social Data Traverse
 Email to Facebook
 Facebook
How Social Data Traverse
 Facebook to Groupon
How Social Data Traverse
 Facebook to Alaska Fly Social
How Social Data Traverse
 Alaska Fly Social Back to Facebook
Sharing of Social Graphs
Groupon
If logged in
Alaska
Airline
If logged in
Facebook
Like
Site A
Share
LinkedIn
Hotmail
Twitter
Gmail
Tweet
Google+
Site B
Site D
Site C
Social Platforms
 Facebook
 Twitter
 Google+
 LinkedIn
 YouTube
 ….
Facebook as a Social Platform
- Graph API
 Every object in the social graph has a unique ID.
 All objects in Facebook can be accessed in the same way:
 https://graph.facebook.com/btaylor (Bret Taylor)
 All of the objects in the Facebook social graph are connected to
each other via relationships (e.g. friends, photos, permissions,
etc).
 https://graph.facebook.com/ID/CONNECTION_TYPE




Friends
https://graph.facebook.com/me/friends?access_token=...
News feed:
https://graph.facebook.com/me/home?access_token=...
Profile feed (Wall):
https://graph.facebook.com/me/feed?access_token=...
Core Concepts for Facebook
Developers
 Graph API
 Authentication
 Facebook Connect
 Social Design
 Social Plugins
 <fb:like send="true" width="450" show_faces="true" />
 Social Channels
 Open Graph Protocol
Twitter API
 Allow sending out tweet from any site easily
 Allow display customized tweet feed
- e.g. Displaying four tweets from the two users
"seaofclouds" and "laughingsquid", refreshing every 60
seconds:
- e.g. socialbro.com, Social Media CRM
Dashboard. Analytics reports, Twitter list
management, follow/unfollow tracking, powerfull
followers search engine and more.
Twitter Integration
- Cookie cut twitter message to leverage customer to
spread your power.
Guide to Integrating Your
Social Business Platform
 Goal is building social interactions in your customer’s
workflow.
 Types of Integration
 Complex vendor integration (e.g. Salesforce, SAP,
Sharepoint, etc.)
 Custome Integration (use vendor’s API)
 Simple Integration (e.g. little “t”, “f” icons)
Sample Page that Connect back to
the core social media pool
How to Make a Site Social?
Evaluate using the ‘S.O.C.I.A.L.’ acronym
Stimulating
A social platform has the right mix of interaction stimuli
Presence – who is online? Where are my friends?
Identity – look who I am, rich profiles, my content
Reputation / karma – my value to the community based on ratings
Activity
Challenges
Relations – my social network
Presence
Conversation – what are people talking about
Activities – what is going on right now
Conversation
Identity
Groups – free forming, self-organizing groups
Sharing – common content, information, knowledge
Sharing
Relations
Reputation
Groups
Organic
A social platform allows its communities to form their own
structures, to self-organize
Free grouping – people can form, join and leave groups themselves, easily
Organic groups – the system automatically forms groups based on the social graph
Free tagging – people can tag all content, building a folksonomy
Automated SNA – allow people to travel en utilize their social networks easily
Collaborative
A social platform has a sensible mix of stigmergic and social
collaboration & communication tools
Social network – making true flows of communication explicit, helping in finding
expertise and people
Social bookmarking – brute force collecting, weighing and filtering of information
Blogs – for broadcast communication used for opinion-building and knowledge-sharing
Forums – for discussion and persistent conversations
Wiki – Stigmergic knowlegde base
Wall-to-wall, activity-streams, whiteboards, etc.
Intelligent
A social platform has an effective set of collaborative filters and
aggregation mechanisms, harnessing the wisdom of the crowd,
suppressing ‘noise’, identifying ‘quality’
Good reputation system – being able to recognize topic expertise and experts
Weighed aggregation – showing only the best quality on the front-/aggregation-pages
Passive and active collaborative filtering – to identify quality
Voting / rating – user reputation building and content filtering (quality indication)
Adapted
“Your” social platform is adapted to your
crowd (employees or customers),
processes and tools
Linked
A social platform should offer its users to connect to
their external social networks and content
External networks – LinkedIn, Facebook, MSN, etc.
External content – Blogger, Flickr, Youtube, slideshare,
mindmeister, etc.
External activity – Twitter, Yammer, etc.
News aggregation – RSS, etc.
Issues and Problems
 Need to have different logins for different social
networks.
 Portability and ownership of an individual's
information, explicitly and implicitly revealed while
using social networks.
 Build a system that can scale.
 Building a system which is secure.
 Getting companies to use a standard API.
Dream Future
 Make the social graph a community asset.
 Let users manage their social networks easily.
 Make graph data as portable as documents are on a
personal computer.
 Powerful framework will come out to facilitate
merging little isolated social graphs into one big social
graph and spread it far and wide, for all to enjoy, to
allow thousands of new social applications to bloom.
Connected Social Graph
References
 Social
SocialGraph:
Graph:Concepts
Concepts
and
and
Issues,
Issues,
ReadWriteWeb,
ReadWriteWeb,
http://www.readwriteweb.com/archives/social_graph_concepts_and_issues.php
 Thoughts on Social Graph, http://bradfitz.com/social-graph-problem/
 A simple
simple guide
guidetotointegrating
integrating
your
your
social
social
business
business
platform,
platform,
http://johnstepper.com/2011/10/16/a-simple-guide-to-integrating-your-social-businessplatform
 http://developers.facebook.com/docs/reference/api/





http://en.wikipedia.org/wiki/Facebook_Platform
http://developers.facebook.com/docs/channels/
http://developers.facebook.com/docs/advancedtopics/
http://developers.facebook.com/docs/reference/dialogs/
http://socialcommercetoday.com/facebook-is-not-a-social-network-its-an-operatingsystem-gerd-leonhard-on-the-social-consumer/
 http://www.webmonkey.com/2010/02/get_started_with_the_twitter_api/
 http://mashable.com/2007/05/02/10-awesome-things-built-on-the-facebook-api/
Questions?