SOCIAL
MEDIA
MINING
Network
Measures
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R. Zafarani, M. A. Abbasi, and H. Liu, Social Media
Mining: An Introduction, Cambridge University Press,
2014.
Free book and slides at
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Social Media http://socialmediamining.info/ Measures
Networkand
Measures
Metrics 2
Klout
It is
difficult to
measure
influence!
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Networkand
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Why Do We Need Measures?
• Who are the central figures (influential individuals) in
the network?
– Centrality
• What interaction patterns are common in friends?
– Reciprocity and Transitivity
– Balance and Status
• Who are the like-minded users and how can we find
these similar individuals?
– Similarity
• To answer these and similar questions, one first needs
to define measures for quantifying centrality, level of
interactions, and similarity, among others.
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Networkand
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Centrality
Centrality defines how important a node is within a
network
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Centrality in terms of
those who you are
connected to
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Degree Centrality
• Degree centrality: ranks nodes with more
connections higher in terms of centrality
• is the degree (number of friends) for node
– i.e., the number of length-1 paths (can be
generalized)
In this graph, degree
centrality for node is =8 and
for all others is
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Degree Centrality in Directed Graphs
• In directed graphs, we can either use the
in-degree, the out-degree, or the
combination as the degree centrality
value:
• In practice, mostly in-degree is used.
is the number of outgoing links for n
Social Media http://socialmediamining.info/ Measures
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Normalized Degree Centrality
• Normalized by the maximum
possible degree
• Normalized by the maximum
degree
• Normalized by the degree
sum
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Degree Centrality (Directed Graph)Example
Wrt out degree
B C F
Out- Centralit
Node In-Degree Degree y Rank
A 1 3 1/2 1
B 1 2 1/3 3
D C 2 3 1/2 1
D 3 1 1/6 5
A E 2 1 1/6 5
F 2 2 1/3 3
G 2 1 1/6 5
E G
Normalized by the maximum possible degree
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Degree Centrality (Directed Graph)Example
Wrt in degree
B C F
Out- Centralit
Node In-Degree Degree y Rank
A 1 3 1/6 6
B 1 2 1/6 6
D C 2 3 1/3 2
D 3 1 1/2 1
A E 2 1 1/3 2
F 2 2 1/3 2
G 2 1 1/3 2
E G
Normalized by the maximum possible degree
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Degree Centrality (undirected Graph)
Example
B C F
Node Degree Centrality Rank
A 4 2/3 2
B 3 1/2 5
C 5 5/6 1
D
D 4 2/3 2
A E 3 1/2 5
F 4 2/3 2
G 3 1/2 5
E G
Social Media http://socialmediamining.info/ Measures
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Eigenvector Centrality
• Having more friends does not
by itself guarantee that
someone is more important
– Having more important friends
provides a stronger signal Phillip Bonacich
• Eigenvector centrality generalizes degree
centrality by incorporating the
importance of the neighbors (undirected)
• For directed graphs, we can use incoming
or outgoing edges
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Formulation
• Let’s assume the eigenvector centrality of a node
is (unknown)
• We would like to be higher when important
neighbors (node with higher ) point to us
– Incoming or outgoing neighbors?
– For incoming neighbors
• We can assume that ’s centrality is the
summation of its neighbors’ centralities
• Is this summation bounded?
•:We havefixed
some to normalize!
constant
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Eigenvector Centrality (Matrix Formulation)
• Let
• This means that is an eigenvector of
adjacency matrix (or when undirected) and
is the corresponding eigenvalue
• We will choose the eigenvalue-eigenvector
pair which is largest
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Eigenvector Centrality, cont.
So, to compute eigenvector centrality of ,
1. We compute the eigenvalues of
2. Select the largest eigenvalue
3. The corresponding eigenvector of is .
4. Based on the Perron-Frobenius theorem, all the
components of will be positive
5. The components of are the eigenvector centralities for
the graph.
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Eigenvector Centrality: Example 1
Eigenvalues are
Corresponding eigenvector (assuming has norm 1)
Largest Eigenvalue
Central Node
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Eigenvector Centrality: Example 2
= (2.68, -1.74, -1.27, 0.33, 0.00
Eigenvalues Vector
max = 2.68
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Katz Centrality
• A major problem with eigenvector
centrality arises when it deals with
directed graphs
• Centrality only passes over outgoing
edges and in special cases such as
when a node is in a directed acyclic
graph centrality becomes zero Elihu Katz
– The node can have many edge
connected to it
• To resolve this problem we add bias term to the
centrality values for all nodes
Eigenvector Centrality
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Katz Centrality, cont.
Controlling term Bias term
Rewriting equation in a vector form
vector of all 1’s
Katz centrality:
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Katz Centrality, cont.
• When =0, the eigenvector centrality is removed
and all nodes get the same centrality value
– As gets larger the effect of is reduced
• For the matrix to be invertible, we must have
–
– By rearranging we get
– This is basically the characteristic equation, The largest
eigenvalue is easier
– The characteristic equation first becomes zero
to compute (power
when the largest eigenvalue equals -1 method)
In practice we select , where is the largest eigenvalue of
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Katz Centrality Example
• The Eigenvalues are -1.68, -1.0, -1.0, 0.35,
3.32
• We assume α=0.25 < 1/3.32 and
Most
important
nodes!
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PageRank
• Problem with Katz Centrality:
– In directed graphs, once a node becomes an
authority (high centrality), it passes all its centrality
along all of its out-links
• This is less desirable since not everyone known
by a well-known person is well-known
• Solution?
– We can divide the value of passed centrality by the
number of outgoing links, i.e., out-degree of that
node
– Each connected neighbor gets a fraction of the
source node’s centrality
Social Media http://socialmediamining.info/ Measures
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PageRank, cont.
What if
the
degree is
zero?
Similar to Katz Centrality, in practice, , where is the
largest eigenvalue of . In undirected graphs, the
largest eigenvalue of is = 1; therefore, .
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PageRank Example
• We assume α=0.95 < 1 and and
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PageRank Example – Alternative Approach
[Markov Chains]
”You don't understand
anything until you
learn it more than
one way”
Using Marvin Minsky (1927-2016)
Power
Method
0?
Ste A B C D E F G
p
0 1/7 1/7 1/7 1/7 1/7 1/7 1/7
1 B/2 C/3 A/3 + A/3 + C/3 + A/3 + C/3 + F/2 +
G F/2 D B/2 E
0.071 0.048 0.190 0.167 0.190 0.119 0.214
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PageRank: Example
Step A B C D E F G Sum
1 0.143 0.143 0.143 0.143 0.143 0.143 0.143 1.000
2 0.071 0.048 0.190 0.167 0.190 0.119 0.214 1.000
3 0.024 0.063 0.238 0.147 0.190 0.087 0.250 1.000
4 0.032 0.079 0.258 0.131 0.155 0.111 0.234 1.000
5 0.040 0.086 0.245 0.152 0.142 0.126 0.210 1.000
6 0.043 0.082 0.224 0.158 0.165 0.125 0.204 1.000
7 0.041 0.075 0.219 0.151 0.172 0.115 0.228 1.000
8 0.037 0.073 0.241 0.144 0.165 0.110 0.230 1.000
9 0.036 0.080 0.242 0.148 0.157 0.117 0.220 1.000
10 0.040 0.081 0.232 0.151 0.160 0.121 0.215 1.000
11 0.040 0.077 0.228 0.151 0.165 0.118 0.220 1.000
12 0.039 0.076 0.234 0.148 0.165 0.115 0.223 1.000
13 0.038 0.078 0.236 0.148 0.161 0.116 0.222 1.000
14 0.039 0.079 0.235 0.149 0.161 0.118 0.219 1.000
15 0.039 0.078 0.232 0.150 0.162 0.118 0.220 1.000
Rank 7 6 1 4 3 5 2
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Effect of PageRank
PageRank
Node Rank
A 7
B 6
C 1
D 4
E 3
F 5
G 2
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