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DATA MINING IN SOCIAL

NETWORK
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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.
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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.
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DATA,INFORMATION& KNOWLEDGE

KNOWLEDGE:
 INFORMATION CAN BE CONVERTED INTO KNOWLEDGE ABOUT
HISTORICAL PATTERNS AND FUTURE TRENDS.
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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.
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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
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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.
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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
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Data
GRAPH
mining
MINING
technique TEXT
in social MINING
media
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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

• 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 4. The nodes may
interaction between them in 1. Each individual or each have
order to complete the task. team is shown as a additional
circular node on connections
the diagram. outside of the task
Numbered for ease network identified.
of reference.
Nodes 1, 3, 4, 5, 6,
8, 11, 14 are the
3. Node 13 represents the most peripheral
webpage and node 14 with the least
represents the target connections.
audience for the webpage.
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Network diagram

The nodes with

more links show
who is well
connected in the
network

Node 7 has the most

There are two cliques in the connections and
network where all nodes are therefore the highest
connected to each other: 7-9-10 degree centrality.
and 10-12-13.
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Apriori-Based Approach
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PATTERN-BASED APPROACH
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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
 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: It’s the search for items or events which
do not confirm to an expected pattern.
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access data from Facebook

 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#
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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 person’s timeline or sending requests.
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Facebook api

 Chat: One can integrate a Facebook chat into a web-

based 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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Analysis

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.
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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 – SCALE NETWORK
-NOISE
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THANKYOU