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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