1. ecs289m Spring, 2008 Online Social Network (1) S. Felix Wu Computer Science Department University of California, Davis wu@cs.ucdavis.edu http://www.cs.ucdavis.edu/~wu/

2. 03/14/2008Davis Social Links2 Online Social Network What is a social network? What is an online social network? –Realize and represent the human social networks “explicitly” (from “somewhat vague, fuzzy and implicit”) –Promote “OSN Applications” –Utilizing the “online” perspective to further develop the human social network

3. 03/14/2008Davis Social Links3 Is this a spam? FROM:MR.CHEUNG PUI Hang Seng Bank Ltd Sai Wan Ho Branch 171 Shaukiwan Road Hong Kong. Please contact me on my personal box [puicheungcheungpui@yahoo.com] Let me start by introducing myself, Felix. I am Mr. Cheung Pui, director of operations of the Hang Seng Bank Ltd,Sai Wan Ho Branch. I have a obscured business suggestion for you. Before the U.S and Iraqi war our client Matt (Bishop) who was with the Iraqi forces and also business man made a numbered fixed deposit for 18 calendar months, with a value of Twenty Four millions Five Hundred Thousand United State Dollars only in my branch. Upon maturity several notice was sent to him,…

4. 03/14/2008Davis Social Links4 This was considered a spam!

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7. 03/14/2008Davis Social Links7 About ecs289m This is a research-oriented course. Learning via guided survey, proposal, research study, and experiments “The process is more important than the result” -- Journaling

8. 03/14/2008Davis Social Links8 The Requirement Your electronic “research journal” –Timestamp –What did you learn from the lectures and the readings? Any reflective comments/thoughts? –What problems are you considering and why? Who you have talked to further narrow or broader the scope? –What was/is your plan (and its evolution)? Why is this plan exciting and how to justify that? –What about the execution and result? –What have you learned?

9. 03/14/2008Davis Social Links9 Grading Is the journal truthful? (I.e., is that really you who did this and that?) Is the journal significant, not superficial, and mature at the end? Was the recording of the journal reasonably frequent? (I.e., you made progress weekly and you need to submit and share your journal with others.) A final presentation & interactive grading

10. 03/14/2008Davis Social Links10 Examples OSN core architecture and evaluation Novel OSN applications OSN data collection and analysis OSN network development Implementation, Theoretical Analysis, Real data analysis, Simulation

11. 03/14/2008Davis Social Links11 About the Instructor S. Felix Wu (wu@cs.ucdavis.edu, x4-7070) Office: 3057 Kemper Hall Office Hours: –10:30-11:30 a.m. on Mon/Fri –by appointment Project meeting (10:30~11:30 Wed, TBA) –I like to have another hour for the class to get together for discussion –For remote students, we will do teleconference.

12. 03/14/2008Davis Social Links12 Class communication You must have a Facebook account! I will set up a group for you to join. If you are not yet my FB friend, you must not be my friend until this quarter is over. –I will help you to setup DSL such that you can still communicate with me. –I will use “email” as the backup. –Header: [ecs289m s2008]

13. 03/14/2008Davis Social Links13 Reading Assignments DSL related papers Many other papers

14. 03/14/2008Davis Social Links14 Readings (1) “Statistical mechanics of complex networks” by Albert and Barabasi, REVIEWS OF MODERN PHYSICS, Volumne 74, January 2002. “Complex networks and decentralized search algorithms” by Kleinberg, Proceedings of the International Congress of Mathematicians, Madrid, Spain, 2006. “Searching in a Small World” by Oskar Sandberg, Thesis. I will put the links under the course website: –http://www.cs.ucdavis.edu/~wu/ecs289m/index.htmlhttp://www.cs.ucdavis.edu/~wu/ecs289m/index.html You don’t have to read everything, but please journal the parts you read (and which parts!).

15. 03/14/2008Davis Social Links15 Your inputs are welcome!! This is not a traditional academic graduate course.

16. 03/14/2008Davis Social Links16 Davis Social Links Routable identity versus receiver control Trust & Reputation system in “L3” Applications: –FIND (Future Internet Design), OSN (Facebook/Orkut/SecondLife), MANET

17. 03/14/2008Davis Social Links17 Communicate: [A, D] A B C D As long as “A” knows “D’s routable identity” …

18. 03/14/2008Davis Social Links18 Urgent! Please contact me! FROM:MR.CHEUNG PUI Hang Seng Bank Ltd Sai Wan Ho Branch 171 Shaukiwan Road Hong Kong. Please contact me on my personal box [puicheungcheungpui@yahoo.com] Let me start by introducing myself. I am Mr. Cheung Pui, director of operations of the Hang Seng Bank Ltd,Sai Wan Ho Branch. I have a obscured business suggestion for you. Before the U.S and Iraqi war our client Major Fadi Basem who was with the Iraqi forces and also business man made a numbered fixed deposit for 18 calendar months, with a value of Twenty Four millions Five Hundred Thousand United State Dollars only in my branch. Upon maturity several notice was sent to him,…

19. 03/14/2008Davis Social Links19 Hijacked Routable Identify

20. 03/14/2008Davis Social Links20 [A,D] + social context A B C D “A” has to explicitly declare if there is any social context under this communication activity with “D”!

21. 03/14/2008Davis Social Links21 The same message content “M” from Cheung Pui “M” from Cheung Pui via IETF mailing list “M” from Cheung Pui via Karl Levitt

22. 03/14/2008Davis Social Links22 Social Context “M” from Cheung Pui  Probably a spam “M” from Cheung Pui via IETF mailing list  Probably not interesting “M” from Cheung Pui via Karl Levitt  Better be more serious…

23. 03/14/2008Davis Social Links23 Social Context “M” from Cheung Pui  Probably a spam “M” from Cheung Pui via IETF mailing list  Probably not interesting “M” from Cheung Pui via Karl Levitt  Better be more serious… Either “M” is important, or Karl’s machine has been subverted!

24. 03/14/2008Davis Social Links24 [A,D] + social context A B C D “A” has to explicitly declare if there is any social context under this communication activity with “D”! But, “D” only cares if it is from “C” or not! ??

25. 03/14/2008Davis Social Links25 Online Social Network What is a social network? What is an online social network? –Realize and represent the human social networks “explicitly” (from “somewhat vague, fuzzy and implicit”) –Promote “OSN Applications” –Utilizing the “online” perspective to further develop the human social network Representation, Application, Development

26. 03/14/2008Davis Social Links26 Just initially, a couple issues … How to establish the social route? –How would “A” know about “D” (or “D’s identity”) ? How to maintain this “reputation network”? –MessageReaper: A Feed-back Trust Control System (Spear/Lang/Lu)

27. 03/14/2008Davis Social Links27 Social network analytical models Network Mathematics (Sandberg’s talk) –Random graph model (low diameter) Newman/Watts/Strogatz, 2002 –Small world model (high cluster coefficient) Watts/Strogatz, 1998 –Scale-free network (node degree distribution) Barabasi/Albert, 1999 What is the right model for the network? –Please read “#1”.

28. 03/14/2008Davis Social Links28 Search on “OSN” How to get to from ? The Small world model –6 degree separation (Milgram, 1967) –“existence of a short path” –How to find the short path? (Kleinberg, 2000)

29. 03/14/2008Davis Social Links29 Routing in a Small World Common question: do short paths exist? Algorithmic question: assuming short paths exist. How do people find them?

30. 03/14/2008Davis Social Links30 Kleinberg’s Model Kleinberg’s model: –People  points on a two dimensional grid. –“P” Grid edges (short range). –“Q” long range contacts chosen with the inverse r th -power distribution. –How to search? [S, T] Find the neighbor closest to T –Work well only when r=2, p=q=1

31. 03/14/2008Davis Social Links31 Kleinberg’s Model Use only Local information, except the distance to the target. –However, what is the “global distance” in cyber space? –Yet, the assumption behind is that the “edges” depend on the “relative distance”.

32. 03/14/2008Davis Social Links32 In Facebook… How will we tell whether the relative distance between X&Y is closer than X&Z? –X, Y, Z (assuming they are all direct friends to each other) One simple idea: “Keyword intersection” –KW(X), KW(Y), KW(Z) –1/(#[KW(a) KW(b)] + 1) –Will this work? How about global distance?

33. 03/14/2008Davis Social Links33 Kleinberg’s model Inherently assume “routable identity” –You have to know the Target identity, and you also need to know the distance metric. –And, then the search algorithm will get to it probabilistically. –The sender/receiver interface is very simple. Please read the papers for details.

34. 03/14/2008Davis Social Links34 [A,D] + social context A B C D “A” has to explicitly declare if there is any social context under this communication activity with “D”! But, “D” only cares if it is from “C” or not! ??

35. 03/14/2008Davis Social Links35 Just initially, a couple issues … How to establish the social route? –How would “A” know about “D” (or “D’s identity”) ? How to maintain this “reputation network”? –MessageReaper: A Feed-back Trust Control System (Spear/Lang/Lu)

36. 03/14/2008Davis Social Links36 Social Route Discovery for A2D A B C D Let’s assume A doesn’t have D’s “routable identity” Or, “D” doesn’t have a global unique identity! Then, how can we do A2D? ??

37. 03/14/2008Davis Social Links37 Finding A B C D A2D, while D is McDonald’s! D would like “customers” to find the right route. “idea: keyword propagation” e.g., “McDonald’s” ??

38. 03/14/2008Davis Social Links38 Announcing A B C D Hop-by-hop keyword propagation K: “McDonald’s”

39. 03/14/2008Davis Social Links39 Announcing A B C D Hop-by-hop keyword propagation K: “McDonald’s”

40. 03/14/2008Davis Social Links40 Announcing A B C D Hop-by-hop keyword propagation K: “McDonald’s”

41. 03/14/2008Davis Social Links41 Discussion Hour Wednesday 10:00~10:55a.m. 1131 Kemper For remote students –I will set up a remote teleconference # –Try this as well - 530-752-5712

42. 03/14/2008Davis Social Links42 Now Finding A B C D Search Keyword: “McDonald’s” A might know D’s keyword via two channels (1) Somebody else (2) From its friends Questions: does D need an identity? Scalable? K: “McDonald’s” Q: McDonald’s

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44. 03/14/2008Davis Social Links44 Phishing is default A B C D Search Keyword: “McDonald’s” Questions: is this the right Felix Wu’s? K: “McDonald’s” Q: McDonald’s Application Test

45. 03/14/2008Davis Social Links45 Application Tests Example 1: credential-oriented –“PKI certificate” as the keyword –If you can sign or decrypt the message, you are the ONE! Example 2: service-oriented –Service/protocol/bandwidth support Example 3: offer-oriented –Please send me your coupons/promotions!

46. 03/14/2008Davis Social Links46 “Identity” Application identity =M=> Network identity Network identity =R=> Network identity Network identity =M=> Application identity Keywords =R=> “Multiple Paths” Application identity selection Network route selection

47. 03/14/2008Davis Social Links47 Finding Search Keyword: “McDonald’s” Questions: is this the right Felix Wu’s? What is the issue here?? A B C D K: “McDonald’s” Q: McDonald’s Application Test

48. 03/14/2008Davis Social Links48 Scalability - Avoid the Flooding As it is, every keyword will need to be propagated to all the nodes/links (but the same keyword will be propagated through the same link once possibly with different policies). The issue: “who should receive my keywords?”

49. 03/14/2008Davis Social Links49 Community-Keyword Model A Social Peer, P, has three keyword sets: –Attributes (ATTR) –Original Keywords (OK) –Propagating Keywords (PK)

50. 03/14/2008Davis Social Links50 Community-Keyword Model Attributes (ATTR) –Keywords describing P (the social node) –Decided/configured by the owner of P Original Keywords (OK) –Keywords announced by P (the social node) –Decide/configured by the owner of P –Each keyword is associated with a propagation policy (decided by the owner of P) Propagating Keywords (PK) –From its own OK and other direct neighbors –Each keyword is associated with a propagation policy

51. 03/14/2008Davis Social Links51 Community-Keyword Model Attributes (ATTR) –Keywords describing P (the social node) –Decided/configured by the owner of P Original Keywords (OK) –Keywords announced by P (the social node) –Decide/configured by the owner of P –Each keyword is associated with a propagation policy (decided by the owner of P) Propagating Keywords (PK) –From its own OK and other direct neighbors –Each keyword is associated with a propagation policy

52. 03/14/2008Davis Social Links52 Community-Keyword Model Attributes (ATTR) –Keywords describing P (the social node) –Decided/configured by the owner of P Original Keywords (OK) –Keywords announced by P (the social node) –Decide/configured by the owner of P –Each keyword is associated with a propagation policy (decided by the owner of P) Propagating Keywords (PK) –From its own OK and other direct neighbors –Each keyword is associated with a propagation policy

53. 03/14/2008Davis Social Links53 in Community of Davis A B C D Who should receive the keyword announcement for “McDonald’s”? ??

54. 03/14/2008Davis Social Links54 as the Social Peer Attributes: –{McDonald’s Express, 640 W Covell Blvd, # D, Davis, (530) 756-8886, Davis Senior High School, Community Park, North Davis}

55. 03/14/2008Davis Social Links55 as the Social Peer Attributes: –{McDonald’s Express, 640 W Covell Blvd, # D, Davis, (530) 756-8886, Davis Senior High School, Community Park, North Davis} Original Keywords: –{McDonald, Davis, California, DHS, North Davis, Happy Meal, 50% off Tuesday, Lobster} Propagating Keywords: –{McDonald, Davis, California, DHS, North Davis, Happy Meal, 50% off Tuesday, Lobster, Anderson Plaza, Save-Mart, Taqueria Guadalajara}

56. 03/14/2008Davis Social Links56 “Per-Keyword Policy” For each keyword, we will associate it with a propagation policy: [T, N, A] –T: Trust Value Threshold –N: Hop counts left to propagate (-1 each step) –A: Community Attributes Examples: –[>0.66, 4, “Davis”] K via L 1 –[>=0,, ] K via L 2

57. 03/14/2008Davis Social Links57 in Community of Davis A B C D Who should receive the keyword announcement for “McDonald’s”? ??

58. 03/14/2008Davis Social Links58 Scalability & Controllability McDonald’s doesn’t want to flood the whole network –It only wants to multicast to the “Target set” of customers And, it only wants this target set of users being able to use that particular keyword to contact. –Receiver/owner controllability

59. 03/14/2008Davis Social Links59 Autonomous Community Each social entity configures a set of “attributes” for itself. Some or all of the attributes will be exchange with certain neighbors.

60. 03/14/2008Davis Social Links60 Social/Community Attributes A B C D Who should receive the keyword announcement for “McDonald’s”? Answer: ??

61. 03/14/2008Davis Social Links61 Relevant Attribute/OK/PK ATTR = Davis OK = McDonald’s PK = McDonald’s The owner uses the “policy” to control the flooding: –K = McDonald’s –[T > 0.66, N = 6, ATTR = “Davis”]

62. 03/14/2008Davis Social Links62 Keyword Propagation # of hops left (I.e., TTL) Minimum MessageReaper Trust values Social/Community Attributes –Facebook profile keywords –SecondLife Avatar’s Body language –Could be something else as well

63. 03/14/2008Davis Social Links63 IP versus DSL IP address prefixes announced by BGP to ALL the Autonomous Systems in the whole Internet –Every IP node can send packets to McDonald’s at Davis (if we have a unique IP address) DSL will only announce “McDonald’s” (under the control of McDonald’s express) within the Davis social community –Only the receivers of the announcement can use the keyword to contact McDonald’s express!

64. 03/14/2008Davis Social Links64 Community-Keyword Model A Social Peer, P, has three keyword sets: –Attributes (ATTR) –Original Keywords (OK) –Propagating Keywords (PK) Flooding Avoidance + Receiver/Owner Control

65. 03/14/2008Davis Social Links65 [T >= 0, N =, ATTR = ] K What is the consequence? –Spam –Denial of Service How to deal with it?

66. 03/14/2008Davis Social Links66 [T >= 0, N =, ATTR = ] K Limited Resources on PK –“P” can only remember up to M keywords in its own PK Ordering Preference between K i and K j –T(K i ) > T(K j ) –N(K i ) < N(K j ) –ATTR(K i ) ATTR(K j ) Incentive Model –P is willing to pay a price

67. 03/14/2008Davis Social Links67 Potential Problems Mostly only local contacts –Local interests dominate –Possible resource allocation for different ATTRs within the same community

68. 03/14/2008Davis Social Links68 Community A connected graph of social nodes sharing a set of community attributes

69. 03/14/2008Davis Social Links69 Community A B C D ??

70. 03/14/2008Davis Social Links70 Multiple Social Links BGP, Davis, California, Intrusion Detection,… Soccer, Wine, Bike, Davis, California,…

71. 03/14/2008Davis Social Links71 Community Control: C D Who should receive the keyword announcement for “wu@cs.ucdavis.edu”? Answer: Who should receive the keyword announcement fot “South Lake Tahoe Tournament”? Answer: E

72. 03/14/2008Davis Social Links72 Community A connected graph of social nodes sharing a set of community attributes

73. 03/14/2008Davis Social Links73 Community A B C D ??

74. 03/14/2008Davis Social Links74 Social/Community Attributes A B C D Who should receive the keyword announcement for “McDonald’s”? Answer: but not ALL ??

75. 03/14/2008Davis Social Links75 Community A connected graph of social nodes sharing a set of community attributes The community members can decide the administrative policy within the community –Membership maintenance –Attribute setting –Keyword propagation policy (e.g., allocation) –Application-dependent policy –Incentive model

76. 03/14/2008Davis Social Links76 Potential Problems Mostly only local contacts –Local interests dominate –Possible resource allocation for different ATTRs within the same community “Reachability” –How likely will my keywords be able to go through to the community I want? –I must be a direct friend of the community –How can we set up “remote long range contact”?

77. 03/14/2008Davis Social Links77 Community Development How will each one of us set up our Attributes and Original Keywords plus policy such that together we can communicate with each other “optimally”? –A game theoretical setting problem for network formation

78. 03/14/2008Davis Social Links78 Community A B C D ??

79. 03/14/2008Davis Social Links79 Network Formation A B C D ??

80. 03/14/2008Davis Social Links80 Network Formation A B C D ?? What is B’s incentive in adding the new ATTR keyword?

81. 03/14/2008Davis Social Links81 Network Formation A B C D ?? If B adds, then A will add !

82. 03/14/2008Davis Social Links82 Network Formation A B C D ?? Both A & C: why would A & C be willing to establish a direct friendship?

83. 03/14/2008Davis Social Links83 Open Issues What is the “value” of this social network? How would this “value” be distributed and allocated to each individual peers?

84. 03/14/2008Davis Social Links84 What is the “value” difference? A B C D A B C D

85. 03/14/2008Davis Social Links85 “ C can join !“ A B C D A B C D

86. 03/14/2008Davis Social Links86 “ A alone can help C to join more communities!“ A B C D A B C D

87. 03/14/2008Davis Social Links87 Value Allocation for B ? A B C D A B C D

88. 03/14/2008Davis Social Links88 Open Issues What is the “value” of this social network? How would this “value” be distributed and allocated to each individual peers? DSL, Facebook, LinkedIn didn’t define the “game” for network formation and value allocation. –But, it is important to design the game such that the OSN will eventually converge to a state to best support the communities.

89. 03/14/2008Davis Social Links89 Let’s come back to SPAM! How will the proposed DSL model handle spam?

90. 03/14/2008Davis Social Links90 wu@cs.ucdavis.eduwu@cs.ucdavis.edu + A B C D Who should receive the keyword announcement for “wu@cs.ucdavis.edu”? Answer: ?? K: “wu@…” + Policy

91. 03/14/2008Davis Social Links91 Even if “A” claims A B C D Who should receive the keyword announcement for “wu@cs.ucdavis.edu”? Answer: ?? K: “wu@…”

92. 03/14/2008Davis Social Links92 “ B ” can help… A B C D What is B’s incentive? What is B’s risk? ?? K: “wu@…”

93. 03/14/2008Davis Social Links93 Message Value & Prioritization Application IDS Link Ranks Reputation Incentives Other Trust Metrics [good, bad] messages

94. 03/14/2008Davis Social Links94 MessageReaper vs. Spams

95. 03/14/2008Davis Social Links95 MessageReaper vs. Freeloaders

96. 03/14/2008Davis Social Links96 MessageReaper A Feedback Control Trust/Reputation system –P2P and decentralized Collusive Attacks –Still needs more works –But, under our social network, it might not be easy for the attackers to obtain the right social spots to attack us. (can we formally argue that?)

97. 03/14/2008Davis Social Links97 Collusive Attacks A B C D

98. 03/14/2008Davis Social Links98 Robustness as OSN “Value” A B C D A B C D

99. 03/14/2008Davis Social Links99 Community-Oriented Networking DSL offers a way to dynamically identify and establish social communities –But, we still have a lot of open issues Facebook: –Networks: email address dependent –Groups: you have to use your existing social network to invite.

100. Davis Social Links over Facebook

101. 03/14/2008Davis Social Links101 Smart Proxy Overlay Social Graph User-defined keywords and attributes DSL server Trust Routing Protocol DSL Facebook

102. 03/14/2008Davis Social Links102 Sub-communities Social Graph User-defined keywords and attributes DSL server Trust Routing Protocol DSL Facebook

103. 03/14/2008Davis Social Links103 Social Network Development Social Graph User-defined keywords and attributes DSL server Trust Routing Protocol DSL Facebook

104. 03/14/2008Davis Social Links104 Component Interactions Profiles Social Graph, Keywords Attributes Keywords & Policies DSL Facebook

105. 03/14/2008Davis Social Links105 Route Discovery & Messaging Keywords, Message MessageReaper Sender Identify destination nodes Determine Optimal paths Remove paths that violate keyword policies If there is a path, store message for recipient Previous Interaction Outcomes, Shortest Paths Recipient Basic Algorithm DSL Keywords, Message Optimal routes

106. 03/14/2008Davis Social Links106 Antispam email/IM UCD Network Keyword Policy: All UCD Members get keyword ‘wu+Davis@cs.ucdavsis.edu’

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111. 03/14/2008Davis Social Links111 Projects Applying the concept of “Smart Proxy” Can you build another OSN application (Facebook or Orkut) to enhance the communication features?

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113. 03/14/2008Davis Social Links113 “Bypassing” Facebook When you send a message… –Via Facebook –Via DSL Activity and Intensity hiding via Decentralization! DSL Facebook

114. 03/14/2008Davis Social Links114 Projects Applying the concept of “Smart Proxy” Can you build another OSN application (Facebook or Orkut) to enhance the communication features? Social Network’s business model –Should Facebook/Orkut/MySpace worry about “Smart Proxy”? Can they do something about it?

115. 03/14/2008Davis Social Links115 ADSL (Avatar-based DSL) A B C D ?? K: “wu@…” + Policy

116. 03/14/2008Davis Social Links116 ADSL (Avatar-based DSL) A B C D K: “fli@…” + Policy

117. 03/14/2008Davis Social Links117 SecondLife’s problems It’s a virtual society but the trust model is unclear. –It is much easier to hide and fake (and, BTW, that is not necessarily always a bad thing). What would be the impact to our first-life society?

118. 03/14/2008Davis Social Links118 Project Ideas for ADSL Security and Trust in SecondLife –Trust-value control View Plane –Body language analysis Communication Infrastructure within SecondLife! Virtual Social Reality -- how far should we go?

119. 03/14/2008Davis Social Links119 SecondLife No communication infrastructure No/minimum pre-exist social trust –How do we recover such information? (And, should we?)

120. 03/14/2008Davis Social Links120 DSL vs. Google

121. 03/14/2008Davis Social Links121 “Google” It’s about the “content” –Data-centric networking. Input to the Engine –A set of key words characterizing the target document. Output –A set of documents/links matching the keywords

122. 03/14/2008Davis Social Links122 “DSL” It’s also about the “content” –Application will decide the mechanism to further the communication. Input to the Decentralized Engine –A set of key words characterizing the target document (plus the aggregation keywords). Output –A set of DSL entities with the DSP (Davis Social Path pointer) matching the keywords

123. 03/14/2008Davis Social Links123 DSL Search Engine DSL Social World Receiver or Content Sender or Reader We are not just connecting the IP addresses! We are connecting all the contents that can be interpreted!

124. 03/14/2008Davis Social Links124 Google vs. DSL Google is essentially a “routing” framework between the contents and their potential consumers. Google decides how to extract the “key words” from your (the owner) web page or document.

125. 03/14/2008Davis Social Links125 Google vs. DSL Google is essentially a “routing” framework between the contents and their potential consumers. Google decides how to extract the “key words” from your (the owner) web page or document. A DSL “owner/receiver to be” has the complete control over that. A balance between: –How I would like others to know about me? And, I might want different folks to know me in different ways! –How I can differentiate myself from other Felix Wu?

126. 03/14/2008Davis Social Links126 DSL is an old idea! We, as human, have been using similar communication principles. Maybe it is a good opportunity to re-think about our cyber communication system. Identity is a per-application, context- oriented, and sometime relative issue. Forming cyber communities of interests for application. AB AB F F F

127. 03/14/2008Davis Social Links127 DSL is still an old idea! Many applications already have “social network like” structure to enable P2P sharing across Internet. e.g., media sharing, on-line game, restaurant recommendation,… Should we push these into a generic Social Network layer-3 to support all the applications? AB AB F F F

128. 03/14/2008Davis Social Links128 A Different Internet?! Current Internet: every IP address will be able to communicate with every other IP address! –Allow by Default DSL-based “Internet”: we have a large number of “pairs” (two entities and their corresponding direct social link) –Deny by Default

129. 03/14/2008Davis Social Links129 Comparison IP/email: –Convergence to an absolute consistent state –IP/email addresses are all you need, but the controllability is biased toward the sender DSL: –Convergence to a relative consistent state –No global network identity. Every DSL entity defines its own relative identity based on origin keywords. –Controllability is more balanced with other application challenges.

130. 03/14/2008Davis Social Links130 Spam on DSL Still needs much more evaluation on how the spammer can exploit the DSL framework. But, maybe some spammers will no longer spam economically! –Social network will give the merchants much better channels to send their advertisements! –Using spam to deliver product information over DSL might seriously hurt the sales on the social channels. –Still there will still be some global spam activities.

131. 03/14/2008Davis Social Links131 Social/Community Attributes Limit the spread of keywords Establish the “social trust boundary” –Community-oriented Networking –Identity became “community-oriented” Receiver controllability Incentive model for attribute selections

132. 03/14/2008Davis Social Links132 Autonomous Community Communities as the unit for administration, policy, aggregation, AC key words, incentive, trust and reputation. initialization, split, join, termination Inter-AC activities

133. 03/14/2008Davis Social Links133 Autonomous Community Initiator –Pick the community key words –Discover/maintain community members DSL route discovery Open versus close community Membership social recommendation Reputation and trust Intra-Community DSL –Overlay: DSL over DSL Inter-Community DSL

134. 03/14/2008Davis Social Links134 AC Key Word Propagation Key words: which communities to announce? Initially, every DSL peer is, by itself, a community. –How would two peers merge into one single community?

135. 03/14/2008Davis Social Links135 Internet Basic datagram service between one IP address and another Routing: exchanging the information regarding the address space and how to reach them. “Allow by Default” Applications built on top of the services –MySpace/Facebook/Orkut, SecondLife, LiveJournal, LinkedIn, Wikipedia, Skype, Google, Bittorrent, LimeWire, Youtube, IM,…

136. 03/14/2008Davis Social Links136 IP IP address is all we need to communicate and everything else is on top of IP. IP is global “routable” identity However, too simple to be perfect?! –Can we remove the need for global routable identities?

137. 03/14/2008Davis Social Links137 Easy to Send & Receive Easy for both the good users and the spammers. (fair simplicity) The spammers abuse the “sending” right, while the good users have very limited options to counter back. –how easy can we change our email address? –how often do we need to do that? A “receiver” or “the owner of the identity” should have some control. –But, that means also “burden” to the users.

138. 03/14/2008Davis Social Links138 Easy to Send & Receive Easy for both the good users and the spammers. (fair simplicity) The spammers abuse the “sending” right, while the good users have very limited options to counter back. –how easy can we change our email address? –how often do we need to do that? A “receiver” or “the owner of the identity” should have some control. –But, that means also “burden” to the users.

139. 03/14/2008Davis Social Links139 What is the right trade-off? Ease of use User Control Still an open issue

140. 03/14/2008Davis Social Links140 Identifier & Keyword Under DSL, each peer has its own decision or policy regarding what “social keywords” to announce, and it can change the announcement itself any time. NO global unique network-wide identifier –No unique IP address or email address in the “network” layer –Identity only in the application layer Relative Peering relationship only –Local “link” identity

141. 03/14/2008Davis Social Links141 Privacy and Accountability No single intermediate node will have the knowledge, at least in the network layer, about “who is talking to who on what”. –In DSL, no global identifier. However, the messages themselves contain sufficient information to trace back toward the “social path”, if necessary and nodes are collaborative. –BTW, this (tracing on a per packet/email basis) is impossible for today’s Internet, even for “route path”.

142. 03/14/2008Davis Social Links142 A “Relative” Identity under DSL “Key words” plus one DSL path –Why will this be sufficient for communication? –Especially, when even the DSL information itself is decentralized? (I.e., in general, no one single DSL router knows the complete DSL path.)

143. 03/14/2008Davis Social Links143 Davis Social Links Peer-to-Peer System (P2P) –How human socially communicate? Online Social Network (OSN) –How to utilize OSN to enhance communication? –How to have a securer OSN? Autonomous Community (AC) –How to build/develop more effective community-based social networks?

144. 03/14/2008Davis Social Links144 ecs289m: Looking ahead… Social network models and analysis Social network development and impact Social network architectures, systems, applications

145. 03/14/2008Davis Social Links145