Designing Social Interaction Creative Commons License This work is licensed under a Creative Commons Attribution-ShareAlike 2.0 Generic License. MichailTsikerdekis tsikerdekis@gmail.com http://tsikerdekis.wuwcorp.com October2012 HCI FacultyOfArts MasarykUniversity •“Social media is a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.” p. 61 Source: Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. doi:10.1016/j.bushor.2009.09.003 Source: http://blogs.earthlink.net/the-4-ps-of-social-media-etiquette/ Social Media Classifications Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. doi:10.1016/j.bushor.2009.09.003 Kaplan, A. M., & Haenlein, M. (2011). The early bird catches the news: Nine things you should know about micro-blogging. Business Horizons, 54(2), 105–113. doi:10.1016/j.bushor.2010.09.004 Many had a firm idea prior to the publications made in 2010 and 2011 that all of these types of services are in fact social media. However, these publications were a great help for me that I wanted to develop a unified framework that will involve all social media. Applications of Social media •Entertainment •Workplace Source: http://thechinabeat.blogspot.cz/2008/10/wow-in-china-and-us.html . Accessed September 8, 2012 Source: Sarah Houghton, Source: Flickr.com People playing World of Warcraft at a Chinese Senior Center. Companies employ strategies for reaching customers, hiring employees and maintain an innovative atmosphere for the workplace. Meister, J.C. and Willyerd K. (2010). The 2020 Workplace: How Innovative Companies Attract, Develop, and Keep Tomorrow's Employees Today. HarperCollins Social media can be used for: collaboration, social interaction, collective participation and so on and research! Lofgren and Fefferman (2007) investigated what happens when a pandemic is released on WoW. Today’s Forecast •“[…] the rate of change and development of new features of social media will continue for the foreseeable future.” p. 256 Source: Poynter, R. (2010). The Handbook of Online and Social Media Research: Tools and Techniques for Market Researchers. John Wiley & Sons. Defining Social Networks and Online Communities > What is a Social Network? A social network is a social structure made up of individuals (or organizations) called "nodes", which are tied (connected) by one or more specific types of interdependency, such as friendship, kinship, common interest, financial exchange, dislike, sexual relationships, or relationships of beliefs, knowledge or prestige. Online communities are Web sites where user relationships develop.  Source: Wikipedia (2011). http://en.wikipedia.org/wiki/Social_network . Accessed November 2011. Source: Buss, A. and Strauss, N., Online Community Handbook: Building Your Business and Brand on the Web, 2009 First definition from wikipedia * Comparison of Social Networks and Online Communities (1) > Source: Tharon Howard, Elsevier - Morgan Kaufmann Design to Thrive Creating Social Networks Edition 2010 Usability Professionals Association (UPA) conference and I meet someone for the first time, someone with whom I don’t share a primary connection, I can still make a number of predictions about their values, background, and com- mon practices. > Comparison of Social Networks and Online Communities (2) Source: Tharon Howard, Elsevier - Morgan Kaufmann Design to Thrive Creating Social Networks Edition 2010 Adhocracies as short term groups formed to solve issues. Groups though that are connecting for long term purpose are communities. Communities are not confined through within tools, emails, forums, SNS > Shirky's ladder Sharing Ideal for social networks, i.e. exchanging photos Cooperation takes more effort and demands more complexity, organizing activity for gathering resources for a party, strong secondary connections needed Collective action dealing with large organizational structures, such as unions, government agencies, corporations. Source: Shirky, C. (2009). Here Comes Everybody: How Change Happens When People Come Together (p. 344). Penguin. Clay Shirky teaches at the Interactive Telecommunications Program at New York University, where he researches the interrelated effects of our social and technological networks. Activities with increased complexity A social network has an organizational structure focused around an individual user’s one-to-one relationships, its secondary connections are generally weak, and its users can be members of many communities in the network at the same time. Ingredients for a social network site > Source: boyd, d. m. and Ellison, N. B. (2007), Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13: 210–230. April's fools linkedin prank > “social network site” ≠ “social networking sites” n “‘Networking’ emphasizes relationship initiation, often between strangers.” n In a network, “Participants are not necessarily ‘networking’ or looking to meet new people; instead, they are primarily communicating with people who are already a part of their extended social network.” “What makes social network sites unique is not that they allow individuals to meet strangers, but rather that they enable users to articulate and make visible their social networks.” Source: boyd, d. m. and Ellison, N. B. (2007), Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13: 210–230. Designing Social Spaces Considerations Maslow’s Hierarchy of Needs Source: Kim, A. J. (2000). Community Building on the Web. Peachpit Press. Physiological - System access, retain management of system identity. Security and Safety - Protection from hacking and trolling, privacy, level playing field. Social - Belonging to a community as a whole and swarms (subgroups) Self-esteem - Ability to contribute and be recognised for those contributions Self Actualization - Take on new roles and new opportunities Examples of satisfying needs for Security and Safety & Self-Esteem Question: Anyone can think of one why to eliminate such content from an online community? Moderating the content 1 way is to ask moderators to scan for abuses 2 way is to ask users to report and then moderators investigate > Youtube's automated approach: What is the Content ID tool? The Content ID tool is the latest way YouTube offers copyright holders to easily identify and manage their content on YouTube. The tool creates ID files which are then run against user uploads and, if a match occurs, the copyright holders policy preferences are then applied to that video. Rights owners can choose to block, track or monetize their content. Source: http://www.youtube.com/t/contentid Youtube's Content ID Video 100 years of video > Software moderation: Bullytracer's example Rules based on a dictionary of keywords are used to classify a window of posts. A truth set of MySpace threads was created. Identified correctly windows containing cyberbullying 85.30%, and identified innocent 51.91% The overall accuracy is 58.63%. Source: Bayzick, Jennifer and Kontostathis, April and Edwards, Lynne (2011) Detecting the Presence of Cyberbullying Using Computer Software. pp. 1-2. In: Proceedings of the ACM WebSci'11, June 14-17 2011, Koblenz, Germany. Other scientists try to prevent harassment and improve their software with machine learning techniques Best approach: Mixed-Methods(?) Moderators as the main protective force of a social network site Users contributing by reporting what moderators cannot see or do not have enough time to see(such as personal messages) Software used to detect suspicious messages which moderators can investigate later on and evaluate them Cooperative principle > Source: Grice, Paul (1975). "Logic and conversation". In Syntax and Semantics, 3: Speech Acts, ed. P. Cole & J. Morgan. New York: Academic Press. Reprinted in Studies in the Way of Words, ed. H. P. Grice, pp. 22–40. Cambridge, MA: Harvard University Press (1989) Ensuring the elimination of misinterpreted content Quantity – dissertations example Relevance – out of topic threads in forums These aren't etiquettes but conditions for a successfully communication. They are also what every receiver expects from a broadcaster. Example: Maxim of Quality Citation needed introduced in 2007 Researchgate currently does not require verification of credentials Design, Development and Management of a Social Network/ing Site The Friendster case How old is Friendster? http://www.ritholtz.com/blog/wp-content/uploads/2010/12/socialMediaTL_05.png > Image Source: Skloog. http://www.ritholtz.com/blog/2010/12/history-of-social-media/. Accessed September 11, 2012 > Friendster highlights Friendster is built on the assumption that friends-of-friends are more likely to be good dates than strangers. While Stanley Milgram argues that everyone is connected within 6 degrees, Friendster only allows you to see or communicate with those who are within 4 degrees. Friendster encourages users to join even if they are not looking for dates Friendster launched into public beta in the fall of 2002. By mid-August 2003, the site had 1.5 million registered accounts and was still growing exponentially. danah boyd (2003). "Reflections on Friendster, Trust and Intimacy." Ubiquitous Computing (Ubicomp 2003), Workshop application for the Intimate Ubiquitous Computing Workshop. Seattle, WA, October 12-15, 2003. Stanley Milgram was an American social psychologist most notable for his controversial study known as the Milgram Experiment and conducted the small-world experiment (the source of the six degrees of separation concept) as part of his dissertation while at Harvard. Technical Difficulties Friendster's servers and databases were ill-equipped to handle its rapid growth, and the site faltered regularly, frustrating users who replaced email with Friendster. Social difficulties Upset cultural balance Collapse in social contexts Fakesters & Trophy Friends - Because organic growth had been critical to creating a coherent community, the onslaught of new users who learned about the site from media coverage upset the cultural balance. - Users had to face their bosses and former classmates alongside their close friends. - In order to view additional profiles, users began adding acquaintances and interesting-looking strangers to expand their reach. Some began massively collecting Friends, an activity that was implicitly encouraged through a "most popular" feature. The ultimate collectors were fake profiles representing iconic fictional characters: celebrities, concepts, and other such entities. Friendster's solution Active deletion of Fakesters (and genuine users who chose non-realistic photos) signaled to some that the company did not share users' interests. Many early adopters left because of the combination of technical difficulties, social collisions, and a rupture of trust between users and the site. > Source: boyd, d. m. and Ellison, N. B. (2007), Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13: 210–230. The chose to delete the kitty, dooming the social network Friendster's Violations of Maslow's Hierarchy Psysiological (Restricting access either intentionally or unintentionally) Social (Not allowing users to form subgroups based on their interests) Self Actualization (Not allowing users to form their identities as they wish or use pictures other than the ones with their real faces) Building Communities and Social Network Sites Skip RIBS Model > Source: Tharon Howard, Elsevier - Morgan Kaufmann Design to Thrive Creating Social Networks Edition 2010 Remuneration (1) In January 1999, AltaVista was reaping the benefits of being one of the first search engines However, AltaVista just like Yahoo began to suffer from what some might call “feature creep.” Remuneration (2) Google's website in 1999 was simple, less time consuming and efficient it offered the kind of user experience people appreciated.  Google’s Interface “remunerated” users because it was more fun to use than AltaVista’s 1999 home page. Remuneration: Examples of Techniques Make the text editor fun; add emoticons Mentors teach Seed the discussion Use stars to show membership contribution levels Rank the value of members’ messages Remove the fear factor by providing examples of how to participate Create a safe environment by sending out “tickle” messages All of these have to be applied depending on the situation and purpose of the website. In general remuneration and user experience has to be evaluated for every aspect of the site. What is Influence? Influence can be said to exist in a community when its members believe that they can control or at least shape the policies, procedures, topics, and standards of evidence used to persuade others in an online community or social network. Play is exactly like a guitar string. It can wave back and forth but only with the boundaries of the elasticity of the string. Three membership models for considering influence needs Will go through the first one as an example > Social technographics ladder and influence needs Creators: Need to know when they're being read and have some impact Critics: Need feedback that helps them determine how values in the network are lining up Collectors: Need to hear that their social bookmarking, archives, or collecting behaviors are valued by the community Joiners: Need to see that other people have viewed their profile information Spectators: Need to see that Creators and Critics appreciate the time that they invest reading their posts Inactives: Have all the influence needs of the previous five membership types, but these needs aren't being met Source: Groundswell: Winning in a World Transformed by Social Technologies - Charlene Li, Josh Bernoff. 2008 > Social technographics ladder Source: Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies - Charlene Li, Josh Bernoff. 2011 Analyzed data for 13 countries, for business buyers, and even for voters. Profiles for over a hundred clients, profiling Walmart shoppers, non-profit donors, and doctors. Ranks on the ladder have shown steady growth, with some (like Joiners) growing faster than others (like Creators) Belonging Belonging are the techniques or mechanisms by which we help members of the community develop the sense of “social presence,” a sense that they belong in that community, that they identify with it, and that they share a bond with its other members. Belonging: Examples of techniques Create and distribute a story of origin Create an initiation ritual Encourage your leaders and elders to share mythologies: Use negative myths Encourage members to share myths and stories about themselves Create leveling up ceremonies: Use podcasts Establish routines and protocols: “Fight Club” protocol Establish symbols, colors, and visual identities Use a membership application as an initiation ritual Story of origin of Facebook Login and verification is a ritual, training and tracking through MySQL DB SN, sharing member stories,negative myths for warning about prohibited behavior Even fictional stories Ceremonies help public recognition, Podcasts could help Protocols establish ground rules for coorporate SNS Logos are powerful Significance In order to be considered “significant,” your network or community needs to be: well recognized established as the “go-to place” for accomplishing your users’ goals valued by people your users respect populated by people who are serious and passionate in their field distinguished as a reputable brand to your users The paradox of exclusivity Difficult paradox that social network and community designers have to overcome in order to take advantage of exclusivity and its impact on the significance of the community or network People are perverse; they want to be part of group, but they don’t want to be another face in the crowd. Obama’s community designers paradoxically created popularity and drove eyeballs to their site by promising exclusivity Making a website open in order to grow a big community as fast as possible not necessary the best choice. Social Capital & Significance Friedster started off as an open SNS, whereas Facebook started off as closed one People will attempt to acquire “social capital” that will “buy” them access to individuals and conversations that will allow them to achieve their particular, individual goals. College students on Facebook befriended particular groups to demonstrate that they were part of the “in crowd.” Quality vs Quantity The Cluetrain Manifesto and Seth Godin’s recent book Tribes have made it clear that traditional methods of branding aren’t as successful in online social media as they were in print and television. Building significance for your community through conversations and through the quality of relationships you can have with customers and potential members of your network and community. It’s less about the number of people you reach and more about helping them feel like they are earning social capital by connecting with you. Using Nodes and Connectors to Start the Conversation (1) In 2001, Watts recruited 61,000 people and then asked them to transmit messages to 18 targets worldwide. Like Milgram, he found that average length of the chain was roughly six links. Using Nodes and Connectors to Start the Conversation (2) Gladwell identified three types of individuals who can “tip” a trend into a word-of-mouth viral marketing campaign. - Connectors: people that seem to know everybody and have many connections - Mavens: collecting information about subject of interest - Salesmen: sharing information and persuading people •To get closer to spreading our significance meme selectively, we need to understand that not all nodes are created equal. Using Nodes and Connectors to Start the Conversation (3) These three types of individuals have more impact on a networking system of a hub on network than the typical node because they have the effect of shortening the number of links needed from six to as few as three. Social Interaction Design A practical guide Interaction Design (IxD) •“A central concern of interaction design is to develop interactive products that are usable. By this is generally meant easy to learn, effective to use, and provide an enjoyable user experience.” p. 2 Source: Rogers, Y., Sharp, H., & Preece, J. (2011). Interaction Design: Beyond Human-Computer Interaction. John Wiley & Sons. Interaction Design Goals Source: Rogers, Y., Sharp, H., & Preece, J. (2011). Interaction Design: Beyond Human-Computer Interaction. John Wiley & Sons. Image Source: Bdate Kaspar/Franziska Sponsel. http://www.iconhot.com/icon/rrze/user-computer.html. Accessed September 8, 2012. Usability Goals User Experience Goals Image Source: Bdate Kaspar/Franziska Sponsel. http://www.iconhot.com/icon/rrze/user-computer.html. Accessed September 8, 2012. Usability Goals User Experience Goals Image Source: Bdate Kaspar/Franziska Sponsel. http://www.iconhot.com/icon/rrze/user-computer.html. Accessed September 8, 2012. Usability Goals User Experience Goals Each icon depicts a user and the system, in our case the software. Licklider (1960) described it as human-computer symbiosis. We tend to think of social interactions as happening between people but if a social interaction occurs through a software then this depiction of individuals and software is more appropriate. Social Interaction Design •“Social interaction design is a set of principles, models, methodologies and other aids that are used in the proactive design and development of systems which involve social environments, in order to satisfy a system’s social experience goals. In turn, social experience goals are a set of goals derived from the social dimension of a system and describe social behaviors, interactions, attitudes and phenomena, which are identified by designers in order to meet system and user explicit as well as implicit overall goals.” Social Experience Goals: Classified Examples Example: Social Interaction Design in Practice •Social media service: YourCity •Active involvement of people in their communities. •Understand issues, find solutions and help notify authorities faster about problems. •The public has not only power to report and find solutions for problems but also has power to assess on whether high rank officials are effectively doing their job. • Image Source: Paulo Barcellos at http://www.flickr.com/photos/paulobar/230134559 A government organization is asked to develop a social media software called UrCity to encourage an active involvement of people in their communities. They want to empower communities, states and the country as a whole to understand issues, find solutions and help notify authorities faster about these problems. Additionally, this project helps also evaluate the efficiency of authorities. Authorities that are not willing to listen get a lower rating based on how long it takes them to resolve a problem. The public has not only power to report and find solutions for problems but also has power to assess on whether high rank officials are effectively doing their job. Needfinding for Social Experience Goals •Source: Users but also system designers and stakeholders •Methods: On-site Observation, Interviews, Participant Observation, Questionnaires, Focus Groups etc. •Development of personas Designing Social Interaction •Groupthink •Anonymity states •Pro/con lists •Public identification of leaders •Response Item randomization •Aggression •Anonymity states •Message submission errors •Helpfulness, aesthetics and comprehension of error messages Prototyping for SIxD Evaluation in Social Interaction Design •H1: As anonymity rises so does the likelihood of individuals contributing more solutions. •H2: Pro/con lists may help individuals process information better and produce more arguments than textual information representation. •H3: Pseudonymity is a more powerful contributor to aggression than complete anonymity. H1: Wikipedia Survey H1: Results Source: Tsikerdekis, M. (2012). The Effects of Perceived Anonymity and Anonymity States on Conformity and Groupthink in Online Communities: A Wikipedia Study. Journal of the American Society for Information Science and Technology. To be published in 2012. H2: Comparative analysis Wikipedia - Debatepedia H2: Pro/Con lists and Groupthink Goal Total Arguments: U = 68.5, Z = −1.827, p = .068, r = .334 Unique Arguments: t(28) = 2.332, p = .027, r = .403 Readability: FRE (t(28) = −1.398, p = .173, r = .255), FK (t(28) = 0.666, p =. 511, r = .124), SMOG (t(28) = 0.649, p = .522, r = .122) Source: Tsikerdekis, M. (2012). Pro/Con Lists and their Use in Group Decision Support Systems for Reducing Groupthink. INFOCOMP Journal of Computer Science, 11(3). To be published in September 2012 H3: Facebook Survey H3: Anonymity States and Aggression Real names and complete anonymity produced similar levels of aggressive responses and lower than pseudonymity. Source: Tsikerdekis, M. (2012). The choice of complete anonymity versus pseudonymity for aggression online. eMinds International Journal on Human-Computer Interaction, 2(8), 35–57. Retrieved from http://www.eminds.uniovi.es/index.php?journal=eminds&page=article&op=viewFile&path%5B%5D=106&path%5 B%5D=67 Decisions on Design based on Evaluation •Norms and other strategies will be employed so that members will be using their real names (at least the majority). •Additional option will be given for posting and proposing solutions where individuals can post completely anonymously. •Solutions will have a description section as well as a pro/con list section where users can contribute their own opinions on the solutions. Give friendster examples about the first point Summary (1)  Summary (2)  Further Reading John P. Scott. Social Network Analysis: A Handbook. Sage Publications Ltd; 2nd edition (March 2000) John P Scott (Editor), Peter Carrington (Editor). The SAGE Handbook of Social Network Analysis. Sage Publications Ltd (May 25, 2011) Penelope Hawe and Laura Ghali Use of social network analysis to map the social relationships of staff and teachers at school Health Educ. Res. (2008) 23(1): 62-69 first published online February 7, 2007 doi:10.1093/her/cyl162 Further Reading Tharon Howard, Elsevier - Morgan Kaufmann Design to Thrive Creating Social Networks Edition 2010 Amy J. Kim. Community Building on the Web : Secret Strategies for Successful Online Communities. Peachpit Press, April 2000. boyd, d. m. and Ellison, N. B. (2007), Social Network Sites: Definition, History, and Scholarship. Journal of Computer-Mediated Communication, 13: 210–230.  Mayfield, Anthony. 2007. What is Social Media? (Online resource:http://www.icrossing.co.uk/fileadmin/uploads/eBooks/What_is_Social_Media_iCrossing_ebook.p df). ICrossing. Kaplan, Andreas M.; Michael Haenlein (2010). "Users of the world, unite! The challenges and opportunities of Social Media". Business Horizons 53 (1): 59–68. ●