Page 1
!!
With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communi8es!during!Crisis!Response!!
ISCRAM'2014,-May-19!Hemant-Purohit--(PhD%candidate,%Computational%Social%Sci.)%
Shreyansh%Bhatt%(CS),%Andrew%Hampton%(Psychology),%Valerie%Shalin%(Psychology),%%
Amit%Sheth,%(CS),%John%Flach%(Psychology)%
Page 2
Outline!1. Motivation!and!
Preliminaries!
2. Identifying!Community-In>luencers:!With!Whom!to!Engage!on!Priority!Basis!!!
3. Enabling!Faceted-Engagement-with!Community:!User!Categorization!by!Expertise!Summarization!
4. Application-Interface-
5. Conclusion-and!Future!Work!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 2!
Page 3
Outline!1. Motivation!and!
Preliminaries!
2. Identifying!Community-In>luencers:!With!Whom!to!Engage!on!Priority!Basis!!!
3. Enabling!Faceted-Engagement-with!Community:!User!Categorization!by!Expertise!Summarization!
4. Application-Interface-
5. Conclusion-and!Future!Work!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 3!
Page 4
Coordina8on!!A"Macro(level"Social"Phenomenon"
! Coordination!! Managing-dependencies!between!activities!(Malone!and!
Crowston,!1994)!
! Examples!! Managing!response!priorities!for!speciRic!needs!during!crisis!! Prioritizing!whom!to!engage!with!about!concerns!for!a!brand!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 4!
Page 5
Mo8va8on:!WHY!Coordina8on?!Consequence"of"Uncoordinated"Engagement"
! 2nd!disaster!to!be!managed:!formal!response!community!! UnderSsupply!of!required!demands!!! OverSsupply!of!not!required!supplies!
• Hurricane!Sandy!example,!“Thanks,!but!no!thanks”,!NPR,!Jan!12!2013.!Story!links:!• http://www.npr.org/
2013/01/09/168946170/thanksSbutSnoSthanksSwhenSpostSdisasterSdonationsSoverwhelm!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 5!
Page 6
Second'costliest-hurricane-in-United-States-history-estimated-damage-$75-billion-
90'115-mph-winds-in-#Sandy-
State-of-Emergency-in-New-York--
285-people-killed-on-the-track-of-#Sandy--
750,000-without-power-(NY)--
Immense-devastation-and-Human-suffering-
Mo8va8on:!Why!Social!Media?!!Informal!Community!Responds!to!the!Disaster!Scale!!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 6!
Source:!http://www.hufRingtonpost.com/2012/10/30/hurricaneSsandySpowerSoutageSmapSinfographic_n_2044411.html!!
*20M!Tweets!in!1st!week!of!#Sandy!!!*Velocity:!200!tweets/sec.!!*Well,!not!everything!was!useful,!but!some!signals!!How!to!leverage?!
Page 7
Characteris8cs!of!Informal!AdGhoc!Social!Media!Communi8es!
! Presence!of!both!real,!onSground!informants!(Starbird,%Muzny,%and%Palen,%ISCRAM%2012)!and!virtual!volunteers!(Reuter,%Heger,%and%Pipek,%ISCRAM%2013)%
! Potential!to!provide!both!timely!and!valuable!situational!awareness!(Vieweg,%Hughes,%Starbird,%and%Palen,%CHI%2010)%
! !A-Big-challenge-to-Address:-! Information!overload!problem!(Hiltz%and%Plotnick,%ISCRAM%2013)!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 7!
Page 8
Where!and!What!to!give!aHen8on?!Whom!to!give!aHen8on?!!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 8!
Voluminous!!Data!and!Users!!!
Page 9
Poten8al!Approaches!to!Address!Informa8on!Overload!
! Content&driven:!Filter!content!of!the!messages!with!‘important!features’!! DeRine!‘importance’!
! Content%type:!damage,!donation,!etc.!(Imran,%Elbassuoni,%Castillo,%Diaz,%Meier,%ISCRAM%2013)%
! Demand/request!and!Supply/offer!of!Help!!(Purohit,%Castillo,%Diaz,%Sheth%and%Meier,%FIRST%MONDAY%2014)!
! People.content.network&driven:!Filter!source!of!the!information:!whose!voice!is!heard?!! Better!for!passive!(content!reception)!and!active!(veriRication!and!
channeling)!engagement!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 9!
Page 10
Proposal:!Coordina8on!Assistant!Framework!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 10!
EventSoriented!data!collection!
IdentiRication!of!whom!to!engage!with!
Categorization!of!user!types!for!faceted!engagement!!
Outcome:!Visual!Interface!to!provide!
engagement!!
Page 11
Goal:!PeopleGContentGNetwork!view!!!!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 11!
Twitris!v3:!!http://twitris.knoesis.org/yolandastorm2013/networkTest/!!!
Page 12
Outline!1. Motivation!and!
Preliminaries!
2. Identifying!Community-In>luencers:!With!Whom!to!Engage!on!Priority!Basis!!!
3. Enabling!Faceted-Engagement-with!Community:!User!Categorization!by!Expertise!Summarization!
4. Application-Interface-
5. Conclusion-and!Future!Work!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 12!
Page 13
Whom!to!Engage!With!! Known&reliable&sources:!Identify!onSground!informants!(Starbird%et%al.,%ISCRAM%2012)%! Scope!for!improvement:!What!can!we!do!if!we!do!not!have!onS
ground!responders?!
!
! Alternative&reliable&sources:!Identify!inRluencers!among!virtual!responders!whose!voice!is!heard!the!most!!! For!better!user!categorization,!identify!inRluencers!per!need!type!
(e.g.,!medical,!shelter,!volunteering,!etc.)!!!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 13!
Page 14
Approach:!Implicit!(Interac8on)!LinkGbased!
! Classify!content!by!need!types!(e.g.,!medical,!shelter,!volunteering,!etc.)!
! Create!user!interaction!network:!! Node:!Users!! Edge!(directed):-from-A-to-B,-if-A-‘interacts’(retweets/replies/mentions)-B-
! Total!edge!weight:!weighted!aggregation!of!proportions!of!speciRic!interaction!type!
! Apply!PageRank!on!user!interaction!network!! How!to!Incorporate!features!in!PageRank!Analysis!
! By!modifying!edgeSweights!! By!Personalized!PageRank:!assigning!initial!probability!to!nodes!! By!Hypothetical!Node!creation!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 14!(Purohit!et!al.,!ICWSM,!2012a)!
Page 15
Relevant!Insights!of!this!Approach!to!Support!its!Use!in!our!Context!
! On!various!brandSpage!event!oriented!community!datasets!of!similar!evolving!nature:!! Implicit!Network!analysis!a!good!proxy!for!explicit!network!analysis!in!sparsely!connected!communities!! Positive!correlation!between!rankings!! Comparable!accuracy!to!Rind!inRluentials!(~80%)!
! User!activity!and!its!inRluence!does!not!correlate!!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 15!(Purohit!et!al.,!ICWSM,!2012a)!
Page 16
Outline!1. Motivation!and!
Preliminaries!
2. Identifying!Community-In>luencers:!With!Whom!to!Engage!on!Priority!Basis!!!
3. Enabling!Faceted-Engagement-with!Community:!User!Categorization!by!Expertise!Summarization!
4. Application-Interface-
5. Conclusion-and!Future!Work!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 16!
Page 17
Problem!of!User!Engagement!with!Iden8fied!Influencers!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 17!
Page 18
Mo8va8on:!(Generic)!Problem!of!User!Engagement!with!Influencers!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 18!
Huf>ingtonPost--• No-relevance-cues-about-who-they-are-and-why-they-are-in>luencers-to-engage-with-
• Problem-of-user-engagement-with-the-content-
Page 19
Mo8va8on:!Tagline!Summariza8on!!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 19!
• Now-I-can-see-why-…-
Senior!Media!Reporter!for!The!HufRington!Post!
Better!engagement!with!content!!
User!Data!Mining!
Analysis!&!Aggregation!
Tagline-
(Purohit!et!al.,!Social!Informatics,!2012b)!!
Page 20
What!Data!to!Exploit?!
! Meformer-! Self!Descriptive!! e.g.,!ProRile!Bio,!Content!of!the!user!posts!
! Informer:-works-for-well'known-users-in-the-community-! Others!describe!the!person:!available!in!external!knowledge!bases!! e.g.,!Wikipedia,!IMDB,!Freebase!etc.!
20!Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response!
Page 21
Extrac8ng!Occupa8on!PaHerns!for!Taglines:!!Occupa8on!Knowledge!bases!
! Occupation!titles!collection!!! from!Wikipedia!and!!! US!Dept.!of!Labor!Statistics!Reports!
! Given!a!user’s!proRile!bio!! Spot!the!occupation!titles!in!the!NSgrams!of!the!bio!! Create!candidate!tagline!by!joining!NSgrams!in!the!order!of!their!
appearance!in!proRile!bio!(Intuition:!User’s!own!described!order!of!what!he!is!expert!for!)!!
! Create!Rinal!candidate!set!by!those!falling!in!the!UI!space!constraint!threshold.!
21!Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response!(Purohit!et!al.,!Social!Informatics,!2012b)!!
Page 22
Facets!for!Engagement:!Classify!Exper8se!Tagline!Summaries!
! ClassiRication!of!users!(summaries)!into!occupation!types!to!provide!classiRied!facets!for!engagement!! Classes:!Journalism,!Medical,!Humanitarian,!etc.!! ClassiRication!using!algorithm!desired;!A!ClassSlookup!Method:!
per!class!bagSofSwords!model!based!on!lexicons!from!Wikipedia!
! Useful!for!enabling!coordinators!to!do!customized/!‘personalized’!engagement!as!per!class!type!!! e.g.,!response!coordinator!may!want!to!communicate!with!
‘humanitarian’!professionals!differently!than!‘journalists’!!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 22!
Page 23
Outline!1. Motivation!and!
Preliminaries!
2. Identifying!Community-In>luencers:!With!Whom!to!Engage!on!Priority!Basis!!!
3. Enabling!Faceted-Engagement-with!Community:!User!Categorization!by!Expertise!Summarization!
4. Application-Interface-
5. Conclusion-and!Future!Work!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 23!
Page 24
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 24!
Twitris!v3!demo:!!http://twitris.knoesis.org/yolandastorm2013/networkTest/!!!
Page 25
Preliminary!Analysis:!data!collec8on!and!filtering!
! Data!collection:!Philippines!Typhoon,!Nov.!11,!2013!(24hr)!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 25!
Page 26
Preliminary!Analysis:!example!outcomes!from!random!sets!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 26!
Page 27
Conclusion!! Coordination!assistance!framework!to!enable!engagement!
between!formal!and!informal!communities!
! Automatic!recommendation!for!whom!to!engage!with!! Access!to!better!quality!information!content!! Potential!agents!for!information!veriRication!and!coordination!!
! Rumor!control!messages,!!! Required!supplies!info!for!potential!donors!to!avoid!‘2nd!disaster’)!
! Automatic!user!categorization!to!provide!faceted!engagement!!
!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 27!
Page 28
Future!Work!! Identifying!groups!to!engage!with!
! By!modeling!low!collective!diverging!behavior!! Preliminaries:%Purohit%&%Ruan%et%al.,%ICWSM%2014%
! Identifying!who!is!likely!to!engage:!measuring!audience!engagement!level!for!potential!agent!use!
! Background!knowledge!infusion!to!improve!categorization!of!candidates!for!engagement!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 28!
Page 29
Acknowledgement!! U.S.!NSF:!for%the%SoCS%grant%#IISW1111182%to%support%the%work%on%social%media%
based%coordination%during%emergencies%
! SoCS!team:!coWauthors,%Twitris%team%&%Prof.%Srinivasan%Parthasarathy’s%OSU%group%
! Active!Collaborators:!Drs.%Patrick%Meier%(QCRI),%Carlos%Castillo/ChaTo%(QCRI),%Fernando%Diaz%(Microsoft%Research)%
! Colleagues:!Digital%Volunteers%from%various%organizationsW%Ushahidi,%StandBy%Task%Force,%info4Disasters,%Crisis%Mappers%network,%Humanity%Road,%etc.%%
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 29!
Page 30
Appendix!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 30!
Page 31
Goal:!Data!to!Meaning!Transforma8on!to!assist!Coordina8on!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 31!
Coordination!of!Actions!
Citizen!Sensing!related!to!Crisis!on!Social!Media!!
Interpretation!of!sensed!data!via!context!categories!(e.g.,!need!types)!
Annotated!data!explicitly!specifying!meaning!(e.g.,!intent/behavior,!type,!whatSwhereSwhenSwhoSwhy!metadata)!
Page 32
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 32!
IdentifySMatchSEngage!(IME)!!Computing!Framework!
Page 33
Crisis!Response!Coordina8on!Framework!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 33!
Page 34
Edge-Wt (A , B) = TF*IDF TF = (w1.TotalAtoBRT + w2. TotalAtoBRP + w3. TotalAtoBMN) IDF = LOG ( (TotalNodes-1) / (w1.TotalART + w2.TotalARP + w3.TotalAMN) )
Union!Implicit!Network:!How!to!Model!Influence!Propaga8on!
! Edge!weights!are!combined!according!to!TFIDF!type!normalization!to!propagate!weighted!inRluence!between!nodes!A!and!B!!! Also!penalizing!A!users!who!just!keep!interacting!for!everything!!
A! B!
D!
C!
WORD! DOC!
DOC!
DOC!
E!
F!
Purohit!et!al.!2014:!With!Whom!to!Coordinate,!Why!&!How!in!Social!Media!Communities!during!Crisis!Response! 34!(Purohit!et!al.,!ICWSM,!2012a)!