Subject Code: SITA3005

Subject Name: Social Network Analysis

SITA3005-Social Network Analysis 1

 Syllabus
• UNIT 1 INTRODUCTION 9 Hrs.
• Introduction to Semantic Web: Limitations of current Web - Development
of Semantic Web - Emergence of the Social Web
• Social Network Analysis: Social Networks Perspective - Analysis of
Network Data - Interpretation of Network Data - Social Network Analysis in
the Social and Behavioral Sciences - Metrics in social network analysis.

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 Course Outcomes
On completion of the course, student will be able to:
• CO1: Outline the importance of Social Network Analysis.
• CO2: Classify the social network models
• CO3: Describe cliques, clusters and components
• CO4:Predict the human behavior of the different communities
• CO5:Explain policies for privacy and trust
• CO6:Visualize data using visualization tools..

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 Topics
• Unit –I
• Introduction -Semantic web
• Purpose of Semantic web
• History of web

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 Semantic web purpose
• Humans are capable of using the web to carry out tasks such as finding
the arabic word for “cat” searching low price on a DVD.
• Computer cannot accomplish the same tasks without human direction
because web pages are designed to be read by people, not machine.
• The semantic web is a vision of information that is understandable by
computers, so that they can perform more of the tedious work involved in
finding, sharing and combining information on the web.

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 Semantic web

• Semantic Web wants to transform the web from a "web of documents" into
a "web of data".
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 motivation behind Semantic Web
• Automation -handled by virtual assistants or agents.
• Personalization - Agents can personalize or curate content for us
• Information Retrieval - Semantic Web can give us more relevant answers
• Data Reuse: - Semantic Web enables linking of data from a variety of
sources
• Knowledge Discovery: By linking data across the web, new knowledge can
be discovered.

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 What is semantic web
Semantic = meaning
Semantic web = meaning +web
= web +data base technology+ knowledge Representation
• Extension of the current web
• A web where the focus is placed on the meaning of the words
• A metadata based infrastructure
• Semantic web is a group of methods and technologies to allow machines
to understand the meaning – or “Semantics” –of information on the World
Wide Web

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Brief History of Web

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 Brief History of Web
Web 1.0 (1990 – now)
• Web browser driven
• Started with handwritten HTML pages
Web 2.0 (2000 - now) : web of people and of participation, ie social
web(Blogs, RSS, tgs, Facebook, Wikipedia etc)
• Started with machine generated and HTML pages
• Direct human processing (reading, browsing, form – filling)
• Web of links
Web 3.0 (2010 - now): web of data, of meaning and connected knowledge,
ie semantic web.

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 Need for semantic web
Today, we have problems in accessing and processing available information
• Searching for information
• Extracting information
• Presenting information/maintenance
• Automatic document generation

Sematic Web – Goal :

• Share and Reuse data between applications, and communities

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 Components
Unicode
• Standard for computer character representation
• URI (uniform Resource Identifier)
• A web identifer like strings starting with http or ftp
XML
• Provide additional information about the text
• Is content specific as opposed to presentation specific tags

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 Components
Resource Description Framework
• A standard for web metadata developed by w3c
• Suitable for describing web resources
• Provides interoperability
• Adds a simple data model on top of XML
• Provides three elements: objects, properties, and value of
properties

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Resource Description Framework (format)

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 Components
RDF schema
• Also known as RDF vocabulary Description Language
• Definition of classes, inheritance hierarchies for classes and properties
• Domain and range restrictions for properties
Ontology (Web Ontology Language : OWL)
• Built on top of RDF
• Have more vocabulary
• OWL is for processing information on the web
• Give the exact description of things and their relationship
• Can make by ontology editors (Protégé, Ontolingua, Chamera)

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 Components
Logic and proof
• An reasoning system provided on top of the ontology structure to make
new inferences.
• Using such a system, a software agent can make deductions as to
whether a particular resource satisfies its requirements
Trust
• Trustiness of web

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 Features of Semantic Web
Semantic web related to
• Web of data
• Linked data (cloud)
• Giant Global Graph
• Web 3.0
• Open Data
• Big data
• Allow machines to understand data
• Ease sharing and mixing data
• Extend WWW rather than replace it

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 Tools for information access
First Generation – keywords
• Used in free text retrieval system
• No ability to extract the meaning from the word or root stem
• Not capable of understanding similar words
• Ex “search” tool and “find” option in MS office
Second Generation – statistical forecasting
• Calculate frequency and distance of keyword
• Capable of understanding similar words
• Can’t understand meaning of words or sentence
• Ex . Tool is “Google”

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 Tools for information access
Third Generation – Natural Language Processing
• Focus on the structure of language
• Ex “man bites dog” is different from “dog bites man”
Fourth Generation – Semantic web architecture and applications
• Automated conversion and storage of unstructured text sources in a
semantic web database
• Applications automatically extract and process the concepts and context in
the database

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 Application area of semantic web
• Knowledge management
• B2C Web commerce
• B2B electronic business
• in 2007 that the oil and gas industry is using RDF/OWL to combine data
from diverse sources
• In April 2010, Facebook launched Open Graph that web publishers can
use to integrate their web pages into Facebook's social graph
• This enables Facebook to understand what a user likes, give personalized
recommendations, or connect users with similar interests.
• During the FIFA World Cup of 2010, BBC website used semantic web
technologies to dynamically display content
• Other examples include causality mining in pharma, semantic web mining,
mining health records for insights, and fraud detection.
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 Key points of Semantic Web
• The Semantic Web is the application of advanced knowledge technologies to
the Web and distributed systems in general.
• Information that is missing or hard to access for our machines can be made
accessible using ontologies.
• Ontologies are formal, which allows a computer to emulate human ways of
reasoning with knowledge.
• Ontologies carry a social commitment toward using a set of concepts and
relationships in an agreed way.
• The Semantic Web adds another layer on the Web architecture that requires
agreements to ensure interoperability.

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 Limitations of The Current Web
• The current Web has its limitations when it comes to:
• finding relevant information
• extracting relevant information
• combining and reusing information
• There is a unusual ability to adapt to the limitations of our information systems.
• This means adaptation to our primary interface to the vast information that
constitutes the Web: the search engine.

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Limitations of The Current Web

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 How to improve Current Web?
• Increasing automatic linking among data
• Increasing recall and precision in search
• Increasing automation in data integration
• Increasing automation in the service life cycle
• Adding semantics to data and services is the solution!

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 Development of Semantic Web
• The Semantic Web has been actively promoted by the World Wide Web
Consortium. The organization is chiefly responsible for setting technical
standards on the Web.
• The key technological threads that are currently employed in the development
of Semantic Web are:
• eXtensible Markup Language (XML),
• Resource Description Framework (RDF),
• DAML (DARPA Agent Markup Language).

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 Social Web
• The social web is a set of social relations that link people through the World
Wide Web.
• Websites and software are designed and developed in order to support and
foster social interaction
• Online shopping education, gaming and social networking
• The term "social Web" was coined by Howard Rheingold

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 Network Analysis
• The social aspect of Web 2.0 communication has been to facilitate interaction
between people with similar tastes.
• These tastes vary depending on who the target audience is, and what they are
looking for.
• For individuals working in the public relation department, the job is consistently
changing and the impact is coming from the social web.
• The influence, held by the social network is large and ever changing.

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