1. Measurement Challenges in Online Social Networks Opinions by Stefan Saroiu Microsoft Research

2. OSN Research Today What are the properties of the social graph? What are the properties of the social graph? What are the properties of Web 2.0 apps? What are the properties of Web 2.0 apps? Including measuring these properties over time Including measuring these properties over time How does information propagate in social networks? How does information propagate in social networks? What scalability issues today’s Web 2.0 sites are facing? What scalability issues today’s Web 2.0 sites are facing? Data partitioning seems to be a new problem Data partitioning seems to be a new problem How can we leverage social trust to solve hard problems? How can we leverage social trust to solve hard problems? We are measuring and solving Internet problems!

3. Huge Opportunity Internet is changing! Internet is changing! Mobile computing brings us additional data source Mobile computing brings us additional data source Cloud computing brings us massive data aggregation Cloud computing brings us massive data aggregation Insights Insights Understand how people interact & communicate Understand how people interact & communicate Implications Implications Epidemiology, civil engineering, advertising Epidemiology, civil engineering, advertising Huge opportunity to debunk myths Huge opportunity to debunk myths

4. OSN Research Tomorrow How does the brain work? How does the brain work? Brain: computing device with five inputs all injecting social data Brain: computing device with five inputs all injecting social data Why do we get sick? Why do we get sick? Social behavior dictates encounter patterns and immune system Social behavior dictates encounter patterns and immune system How should we design our infrastructure? How should we design our infrastructure? Example: societal norms influence peak traffic times Example: societal norms influence peak traffic times Social context influences how people use shared infrastructure Social context influences how people use shared infrastructure Systems can optimize based on this new type of info -- many opportunities Systems can optimize based on this new type of info -- many opportunities How do beliefs propagate? How do beliefs propagate? Is it the number of times a belief is heard or who you heard it from Is it the number of times a belief is heard or who you heard it from Huge potential -- e.g., how to win an election? or what is religion? Huge potential -- e.g., how to win an election? or what is religion?

5. How do we get from here to there? Challenge #1: Challenge #1: Reward ambition Reward ambition Challenge #2: Challenge #2: Question previous work rather than accept it Question previous work rather than accept it Challenge #3: Challenge #3: Broaden data scope to include real-world context Broaden data scope to include real-world context Challenge #4: Challenge #4: Increase visibility of results Increase visibility of results