VISUALIZATION APPLICATION FOR MINING OF SOCIAL NETWORKS

• US 20080104225A1
• Filed: 11/01/2006
• Published: 05/01/2008
• Est. Priority Date: 11/01/2006
• Status: Abandoned Application

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Zhuang, Dong, Zhang, Benyu, Li, Ying, Zhang, Heng, Mah, Teresa, Tantrum, Jeremy
• Application Number:
  US11/555,279
• Publication Number:
  US 20080104225A1
• Time in Patent Office: Days
• US Class Current: 709/224
• CPC Class Codes: G06Q 50/01 Social networking
• CPC Class Codes: H04L 67/306 User profiles
• CPC Class Codes: H04L 67/75 Indicating network or usage conditions on the user display

Abstract

A social network visualization and mining system that includes a visualization application for mining social networks of users in an online social network. This visualization can be used to mine the social network for additional information and intelligence. The social network is displaying in graphical form, such as a node-link graph, with a center node representing the social network of a user being examined, and secondary nodes represent the primary user'"'"'s friends. Lines represent links between the primary user and his friends, while various visualization features such as line thickness, line color, and text size are used to easily identify the type of relationship between users. The system also includes a topics visualization module, which builds and displays a social network based on a certain topic or keyword that is entered by the application user. A demographic prediction module examines a user'"'"'s social network to predict demographics of users.

Claims

1. A method for visualizing data a social network, comprising:

collecting content and link data about users in the social network;

visualizing the content and link data graphically using a graphical representation to visualize a social interaction of the users in the social network; and

mining the social network using the graphical representation for addition information, other than content and link data, about the users in the social network,

wherein content data is any content within the social network including user-created content, timestamps, user identifications, chat session data, and demographic data;

wherein link data is any data that can be used to determine a type of relationship between users.

2. The method of claim 1, further comprising using a node-link graph as the graphical representation.

3. The method of claim 2, wherein the node-link graph is a two-dimensional (2-D) node-link graph.

4. The method of claim 1, further comprising predicting demographics of a user on the social network prediction based on the user'"'"'s social network structure and blog contents.

5. The method of claim 4, wherein predicting demographics of the user further comprises determining an age of the user by assuming that the user is approximately a same age as the user'"'"'s friends on the social network.

6. The method of claim 5, wherein predicting demographics of the user further comprises determining a location of the user by assuming that the user'"'"'s friends on the social network generally reside in a same local area as the user.

7. The method of claim 6, wherein predicting demographics of the user further comprises determining a gender of the user by categorizing a blog of the user.

8. The method of claim 1, further comprising refining the graphical representation using topic discovery to identifying groups of user on the social network having common interests, such that the graphical representation visualizes a social network of the users in the social network relating to a certain topic.

9. The method of claim 8, further comprising identifying the certain topic using a graphical user interface.

10. The method of claim 2, further comprising:

using nodes to represent each user in the social network, wherein a position of a node in the node-link graph determine a structure and shape of the node-link graph;

labeling each node with text having various text fonts and colors available; and

using text size to visually indicate a distance between a center node and outlying nodes on the node-link graph.

11. The method of claim 10, further comprising:

connecting the center node to the outlying nodes using lines to represent links between a user and the friends of the user; and

using a width of each line to indicate an importance of a relationship between the user and the friends, such that a thicker line is indicative of a stronger relationship between the user and a certain friend, and a thinner line is indicative of a weaker relationship, as compared to the thicker line.

12. The method of claim 11, further comprising using a line color to indicate a relationship type between the user and the friends of the user, as follows:

(a) an orange line indicates a user-defined friend;

(b) a green line indicates a page view, meaning that a friend of the user has visited a blog or web page of the user;

(c) a light blue line indicates a blog comment, meaning that a friend of the user has commented on the user'"'"'s blog;

(d) a dark blue line indicates a mixture, meaning that there are no less than two kinds of the relationships described in (a) through (c).

13. A computer-readable medium having computer-executable instructions thereon for visualizing and mining an online social network, comprising:

collecting and inputting content data and link data for each of user in the online social network, wherein content data is any content contained in the online social network, and link data is any data used to determine a type of relationship between users in the online social network;

visualizing the online social network using a two-dimensional node-link graph such that a center node represents a user being examined, outlying nodes represent other users in the social network of the user being examined, and line between the center node and outlying nodes represent the type of relationship between the user being examined and the other users in the social network of the user being examined; and

mining the two-dimensional graphical representation of the online social network to obtain information that can be used to target advertising of a product to potentially interested users in the online social network.

14. The computer-readable medium of claim 13, further comprising predicting demographics of the user being examined based on the social network of the user being examined and contents of the blog of the user being examined.

15. The computer-readable medium of claim 14, further comprising predicting an age of the user being examined by finding at least three users in the social network of the user being examined having known ages and calculating the user'"'"'s age as a median of all the known ages.

16. The computer-readable medium of claim 15, further comprising predicting a gender of the user being examined by categorizing blogs of each of the users in the social network of the user being examined into one or more predefined categories, assigning a probability of “

male”

or “

female”

to each of the predefined categories for each blog, and summing the probabilities to obtain a probability of the gender of the user being examined.

17. A computer-implemented process for visualizing an online social network having a plurality of users, comprising:

obtaining content data and link data for each of the plurality of users, wherein the content includes user-created content, blogs, web pages, timestamps, user identifications, chat session data, and demographic data in the online social network, and link data includes a type of relationship between the plurality of users;

selecting one of the plurality of users as the user being examined;

representing social network of the user being examined as a two-dimensional node-link graph having at its center a center node representing the user being examined, and outlying nodes representing users in a social network of the user being examined; and

predicting demographics of the user being examined based on the user'"'"'s social network.

18. The computer-implemented process of claim 17, further comprising:

entering a desired topic in a graphical user interface; and

placing at the center node a user having a greatest number of discussions with other users about the desired topic.

19. The computer-implemented process of claim 17, further comprising:

connecting the center node with each of the outlying nodes using lines having various colors and thicknesses;

using a line having with an arrow on one end of the line to represent a directed link between two users; and

using a line without an arrow to represent an undirected link between the two users;

wherein a directed link means that one of the two users knows the other user, but not vice versa, and an undirected link means that both of the two users know each other.

20. The computer-implemented process of claim 19, further comprising using a tree building technique to transform the two-dimensional node-link graph into a multi-layer tree format, the tree building technique further comprising:

displaying each directed link of the user being examined in a first layer of the tree format;

randomly selecting another user node in the first layer other than the user being examined,

displaying directed links of the selected user in a second layer; and

repeating the above steps for each node in the first layer, without repeating users, to create the multi-layer tree format.