Azad university of Kurdistan. o utline Overview Of Social Scope Case Study With Yahoo! Travel Motivating Example Social Scope Platform Layers of social.

Social scope: Enabling Information Discovery On Social

Content SitesPresenters: Sahar Delroshan Rezan Amiri

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outline• Overview Of Social Scope• Case Study With Yahoo! Travel• Motivating Example• Social Scope Platform• Layers of social Scope• Data and query• Model of Social Content Management• Conclusion

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Overview Of Social Scope

• Recently, many content sites have started encouraging their users to engage in social activities such as adding buddies on Yahoo! Travel and sharing articles with their friends on New York Times.This has led to the emergence of social content sites,which is being facilitated by initiatives like Open ID and Open Social.Azad university of Kurdistan

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Content Site Are Popular

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Social Sites Are Popular!

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Social Content Sites

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Case Study With Yahoo ! Travel

• Y!Travel is a typical content site that is gradually evolving into a social content site.– Y! travel Data:

Y ! Travel maintains a comprehensive set of travel objectes : cities , restaurants, etc.

– Y! Travel Queries:Users interact with Y!Travel through a

search interface, where they enter a set of keywords and obtain a list of travel objects considered relevant to their queriesAzad university of

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Case Study With Yahoo ! Travel

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Motivation Example• Example :

– Search for “Denver attractions”

• Two major paradigms :1-semantic relevance2- social relevance

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Insights from the Examples

• Integration of three major paradigms for discovery social content sites: 1. Keyword search2. Database-style querying3. Recommendations

• Personalized search• Faceted search

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Social Scope Platform

Facebook Y! Sports

Content Integrator

Content analyzer Information discoverer

Acti

vit

y

Man

ag

er

result selector

Social Content

Graph

Data Manager

Query / Result

OpenSocial API

Activities

Y! IM

OpenSocial API

Co

nte

nt

Ma

na

ge

me

nt

Information Discovery

Information Presentation Information organizer

Social Content Admin

User

User

Inte

rface

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Architectural Vision

• The core is the social content graph– users, objects, and various

connections among them• Information in the graph

– locally owned ( destinations in Y! Travel)

– Externally integrated ( friendship connection obtained from Facebook )

– derived ( links describing similarities between users)

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Three layers of SocialScope system

• Content Management• Information Discovery

– major goal: efficient and flexible mechanism

– logical algebra – Each operator in the algebra takes

social content graphs as input and

outputs a social content graph• Information PresentationAzad university of Kurdistan 13

Content Management• Content Integrator

– facilitate the incorporation of social

info from remote sites • Data Manager

– maintenance and retrieval of the social content graph

• Activity Manager– when and how refresh parts of the

social graph– Categorizing users based on their

activities Azad university of Kurdistan 14

Content Management• three major categories of data:

–site content–users’ social profiles and

connections–users’ site-specific social

activities

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Information Discovery

• Content Analyzer– derives new nodes and links through

various analyses of the raw social content graph

– automatically by the system itself– Social Content Administrator

• Information Discoverer– Meaningful Social Graph (MSG)

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Information Presentation

• MSG as input • dynamically organizes the results• Information Organizer and

Result Selector– grouping

• Social Grouping ,Topical Grouping , Structural Grouping

– Ranking• identifies appropriate mechanisms for

ranking and selecting resultsAzad university of Kurdistan 17

Information Presentation

• The right presentation can help a user – explore the information more

effectively, especially when she is not sure about exactly what she wants

• Our vision is to build :– dynamic result exploration

framework– recommender systems:

• presentation is an important aspect • has direct implications on building users’

trust

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Data And Query Model• We model an instance of a

social content

site as a social content graph• Consists of nodes and links

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physical and abstract entities

Connections and activities

User

Friendship and tagging action

Topics

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Data And Query Model• flexible (schema-less) typing

system • the type attribute have multiple

values– n1 = {id=1; type=‘user, traveler’;

name=‘John’}• catalog of basic types

– user, item, topic, group for nodes– connect (e.g., friend), act (e.g., tag,

review, click,etc.), match, belong for links

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Data And Query Model

• Social Content Graph overlay

of sub-graphs– activity graph

– network graph

– topical graph• Queries

– Users interact with SocialScope by specifying a query on content and structureAzad university of Kurdistan 21

Logical Algebra• Basic operators

• Node Selection (σN), Link Selection (σL)

• Composition, Semi-Join• Node Aggregation, Link AggregationExample search

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John’s friends

People visited DenverJohn’s friends

who visited Denver

Their activities

A Simple Search Task

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Model for Social Content Management

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Conclusion

• social content sites will increasingly become a part of the our online life

• we proposed SocialScope, a logical architecture – three layers– an algebraic framework– three main categories of data– ways of presenting information help

user understand the large variety of content discovered from social content sites

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Strong point

• Logical architecture

• Information discovery over social content site

• Algebraic framework

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weakness

• Prototype and needs work

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Questions?

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