Front Cover -- Analyzing the Social Web -- Copyright Page -- Dedication -- Brief Table of Contents -- Table of Contents -- List of Figures -- Acknowledgments -- Foreword -- Preface -- 1 Introduction -- Analyzing the social web -- A brief history of the social web -- Websites discussed -- Tools used -- Exercises -- 2 Nodes, Edges, and Network Measures -- Basics of network structure -- Representing networks -- Adjacency lists -- Adjacency matrix -- XML and standard formats -- Basic network structures and properties -- Subnetworks -- Cliques -- Clusters -- Egocentric networks -- Paths and connectedness -- Paths -- Connectedness -- Bridges and hubs -- Exercises -- 3 Network Structure and Measures -- Describing nodes and edges -- Centrality -- Degree centrality -- Closeness centrality -- Betweenness centrality -- Eigenvector centrality -- Describing networks -- Degree distribution -- Density -- Calculating density -- Density in egocentric networks -- Connectivity -- Centralization -- Small worlds -- Exercises -- 4 Network Visualization -- Graph layout -- Random layout -- Circular layout -- Grid layout -- Force-directed layout -- Yifan Hu layout -- Harel-Koren fast multiscale layout -- Other layouts -- Visualizing network features -- Labels -- Size, shape, and color -- Larger graph properties -- Scale issues -- Density -- Filtering for visual patterns -- Graph simplification -- Exercises -- 5 Tie Strength -- The role of tie strength -- Measuring tie strength -- Tie strength and network structure -- Tie strength and network propagation -- Exercises -- 6 Trust -- Defining trust -- Nuances of trust -- Development of trust -- Asymmetry -- Context and time -- Measuring trust -- Propensity to trust -- Trust in others -- Trust in social media -- Inferring trust -- Network-based inference -- Similarity-based trust inference -- Exercises.

7 Understanding Structure Through User Attributes and Behavior -- Analyzing attributes and behavior -- Analyzing content -- Example analysis -- Case study: Identifying user roles -- Exercises -- 8 Building Networks -- Modeling networks -- Defining nodes -- Node types -- Node selection -- Defining edges -- Examples -- Case study: The Enron email network -- Sampling methods -- Random sampling -- Snowball sampling -- Egocentric network analysis -- Exercises -- 9 Entity Resolution and Link Prediction -- Link prediction -- Mathematical notation -- Computing score -- Advanced link prediction techniques -- Entity resolution -- Scoring techniques -- Incorporating network data -- More sophisticated entity resolution -- Link prediction: Case study-Friend recommendation -- Entity resolution: Case study-Finding duplicate accounts -- Conclusion -- Exercises -- 10 Propagation in Networks -- Epidemic models -- Threshold models -- The firefighter problem -- Stochastic models -- Applications of epidemic models to social media -- Exercises -- 11 Community-Maintained Resources -- Supporting technologies for community-maintained resources -- Wikis -- Message boards -- Repositories -- User motivations -- User Motivation-case study: Wikipedia -- Background -- Editor motivation -- Site maintenance-case study: Geocaching -- Background -- Maintenance -- Exercises -- 12 Location-Based Social Interaction -- Location technology -- User-posted location data -- Estimating location data via IP address -- GPS location data -- Mobile location sharing -- Location-based social media analysis -- Location-based analysis of offline events -- The flu -- Fires -- Crowdsourced crisis information -- Marketing -- Privacy and location-based social media -- Conclusions -- Exercises -- 13 Social Information Filtering -- Social sharing and social filtering -- Automated recommender systems.

Traditional recommender systems -- Social recommender systems -- Case study: Reddit voting system -- Case study: Trust-based movie recommendations -- Conclusions -- Exercises -- 14 Social Media in the Public Sector -- Analyzing public-sector social media -- Analyzing individual users -- Case study: Social media to solve an attempted child abduction -- Case study: Congressional use of twitter -- Case study: Predicting elections and astroturfing -- Exercises -- 15 Business Use of Social Media -- Measuring success -- Broadcast example: Will it Blend? Marketing campaign -- Interaction and monitoring example: Zappos customer service -- Social media failure example: Celeb boutique and the NRA -- Conclusions -- Exercises -- 16 Privacy -- Privacy policies and settings -- Privacy settings -- Privacy policies -- Aggregation and data mining -- Deanonymization -- Inferring data -- Data mining -- Data ownership and maintaining privacy online -- Respecting privacy in social media analysis -- Exercises -- 17 Case Study: Social Network Strategies for Surviving the Zombie Apocalypse -- Introduction -- The zombies are coming -- Related work and background of the zombie apocalypse -- Network strategies for the individual: Avoiding infection -- Tie strength -- Network structure -- Network strategies for the government: Stopping the spread -- Network strategies for the individual: Obtaining information -- Network strategies for the government: Information sharing -- Exercises -- References -- Glossary -- Index.