Mining social network data for personalisation and privacy concerns: A case study of Facebook’s Beacon

This is the post-print version of the final published paper that is available from the link below.The popular success of online social networking sites (SNS) such as Facebook is a hugely tempting resource of data mining for businesses engaged in personalised marketing. The use of personal information, willingly shared between online friends' networks intuitively appears to be a natural extension of current advertising strategies such as word-of-mouth and viral marketing. However, the use of SNS data for personalised marketing has provoked outrage amongst SNS users and radically highlighted the issue of privacy concern. This paper inverts the traditional approach to personalisation by conceptualising the limits of data mining in social networks using privacy concern as the guide. A qualitative investigation of 95 blogs containing 568 comments was collected during the failed launch of Beacon, a third party marketing initiative by Facebook. Thematic analysis resulted in the development of taxonomy of privacy concerns which offers a concrete means for online businesses to better understand SNS business landscape - especially with regard to the limits of the use and acceptance of personalised marketing in social networks

Mining for Social Serendipity

A common social problem at an event in which people do not personally know all of the other participants is the natural tendency for cliques to form and for discussions to mainly happen between people who already know each other. This limits the possibility for people to make interesting new acquaintances and acts as a retarding force in the creation of new links in the social web. Encouraging users to socialize with people they don't know by revealing to them hidden surprising links could help to improve the diversity of interactions at an event. The goal of this paper is to propose a method for detecting "surprising" relationships between people attending an event. By "surprising" relationship we mean those relationships that are not known a priori, and that imply shared information not directly related with the local context of the event (location, interests, contacts) at which the meeting takes place. To demonstrate and test our concept we used the Flickr community. We focused on a community of users associated with a social event (a computer science conference) and represented in Flickr by means of a photo pool devoted to the event. We use Flickr metadata (tags) to mine for user similarity not related to the context of the event, as represented in the corresponding Flickr group. For example, we look for two group members who have been in the same highly specific place (identified by means of geo-tagged photos), but are not friends of each other and share no other common interests or, social neighborhood

The state-of-the-art in personalized recommender systems for social networking

With the explosion of Web 2.0 application such as blogs, social and professional networks, and various other types of social media, the rich online information and various new sources of knowledge flood users and hence pose a great challenge in terms of information overload. It is critical to use intelligent agent software systems to assist users in finding the right information from an abundance of Web data. Recommender systems can help users deal with information overload problem efficiently by suggesting items (e.g., information and products) that match users’ personal interests. The recommender technology has been successfully employed in many applications such as recommending films, music, books, etc. The purpose of this report is to give an overview of existing technologies for building personalized recommender systems in social networking environment, to propose a research direction for addressing user profiling and cold start problems by exploiting user-generated content newly available in Web 2.0

#mytweet via Instagram: Exploring User Behaviour across Multiple Social Networks

We study how users of multiple online social networks (OSNs) employ and share information by studying a common user pool that use six OSNs - Flickr, Google+, Instagram, Tumblr, Twitter, and YouTube. We analyze the temporal and topical signature of users' sharing behaviour, showing how they exhibit distinct behaviorial patterns on different networks. We also examine cross-sharing (i.e., the act of user broadcasting their activity to multiple OSNs near-simultaneously), a previously-unstudied behaviour and demonstrate how certain OSNs play the roles of originating source and destination sinks.Comment: IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining, 2015. This is the pre-peer reviewed version and the final version is available at http://wing.comp.nus.edu.sg/publications/2015/lim-et-al-15.pd