school of information university of michigan expertise sharing dynamics in online forums lada adamic...
TRANSCRIPT
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School of InformationUniversity of Michigan
Expertise Sharing Dynamics in Online Forums
Lada Adamic
joint work with Jun Zhang, Mark Ackerman, Eytan Bakshy, Jiang Yang
School of Information, University of Michigan
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Outline of talk
Knows
Knowledge iN
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Oozing out knowledge
Knowledge In ``Knowledge search is like oozing out knowledge in human brains to the Internet. People who know something better than others can present their know-how, skills or knowledge''
NHN CEO Chae Hwi-young
“(It is) the next generation of search… (it) is a kind of collective brain -- a searchable database of everything everyone knows. It's a culture of generosity. The fundamental belief is that everyone knows something.”
-- Eckart Walther (Yahoo Research)
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Limitations of Current Systems
• The Response Time Gap
4939N =
ExpertiseRating
lowhigh
WAITTIME(min)
10000
9000
8000
7000
6000
5000
4000
3000
2000
1000
0
69
96
41
• The Expertise Gap • Difficult to infer reliability of answers
Automatically ranking expertise may be helpful.
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Related work
• Analysis of online communities• NetScan (Smith, Fisher, et al. at Microsoft)• Social network analysis (LiveJournal, blog communities)• Motivations of online participation (Lakhani & Hippel, Kraut)
• Graph-based ranking algorithms• PageRank, HITS, etc.
• Expertise sharing studies• Expertise recommenders
• ContactFinder (Krulwich et al.), Answer Garden (Ackerman)• Small Blue (Lin)
• Automatic evaluation of expertise levels• Using different text resources (Kautz, et al, and a lot of others)• Using email networks (Campbell et al.)
• Best answers correspond to best questions (Agichtein et al.)
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Java Forum
• 87 sub-forums• 1,438,053
messages• community
expertise network constructed:• 196,191 users• 796,270 edges
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Constructing a community expertise network
A B C
Thread 1 Thread 2
Thread 1: Large Data, binary search or hashtable? user ARe: Large... user BRe: Large... user C
Thread 2: Binary file with ASCII data user ARe: File with... user C
A
B
C
1
1
A
B
C
1
2
A
B
C
1/2
1+1//2
A
B
C
0.9
0.1
unweighted
weighted by # threads
weighted by shared credit
weighted with backflow
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Uneven participation
100
101
102
103
10-4
10-3
10-2
10-1
100
degree (k)
cum
ula
tive
prob
abili
ty
= 1.87 fit, R2 = 0.9730
number of people one received replies from
number of people one replied to
• ‘answer people’ may reply to thousands of others
• ‘question people’ are also uneven in the number of repliers to their posts, but to a lesser extent
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Not Everyone Asks/Replies
• Core: A strongly connected component, in which everyone asks and answers • IN: Mostly askers.• OUT: Mostly Helpers
The Web is a bow tie The Java Forum network is
an uneven bow tie
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fragment of the Java Forum
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Relating network structure to Java expertise
• Human-rated expertise levels• 2 raters• 135 JavaForum users with >= 10 posts• inter-rater agreement (= 0.74, = 0.83)• for evaluation of algorithms, omit users where raters disagreed by
more than 1 level (= 0.80, = 0.83)
L Category Description
5 Top Java expert Knows the core Java theory and related advanced topics deeply.
4 Java professional Can answer all or most of Java concept questions. Also knows one or some sub topics very well,
3 Java user Knows advanced Java concepts. Can program relatively well.
2 Java learner Knows basic concepts and can program, but is not good at advanced topics of Java.
1 Newbie Just starting to learn java.
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Algorithm Rankings vs. Human Ratings
simple local measures do as well (and better) than measures incorporating the wider network topology
Top K Kendall’s Spearman’s
# answersz-score # answersindegreez-score indegreePageRankHITS authority
0.9
0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0
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10121617181920192N =
LEVCOM
1098765432
RANK of PRANK
160
140
120
100
80
60
40
20
0
- 20
9281
5
68
1
10121617181920192N =
LEVCOM
1098765432
RANK of REPLY
140
120
100
80
60
40
20
0
- 20
40
101
10121617181920192N =
LEVCOM
1098765432
RANK of ZTHREADS
160
140
120
100
80
60
40
20
0
- 20
40
1011
10121117171917192N =
LEVCOM
1098765432
RANK of HITS_AUT
140
120
100
80
60
40
20
0
- 20
33
automated vs. human ratings
# answers
human rating
auto
mat
ed r
anki
ng
10121617181920192N =
LEVCOM
1098765432
RANK of INDGR
160
140
120
100
80
60
40
20
0
- 20
40
101
10121117171917192N =
LEVCOM
1098765432
RANK of ZDGR
140
120
100
80
60
40
20
0
- 20
106104
z # answers
HITS authority
indegree
z indegree
PageRank
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Modeling community structure to explain algorithm performance
Control Parameters: Distribution of expertise Who asks questions most often? Who answers questions most often? best expert most likely someone a bit more expert
ExpertiseNet Simulator
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Simulating probability of expertise pairing
0 1 2 3 4 50
1
2
3
4
5
replier expertise
asker expertise
0.02
0.04
0.06
0.08
0.1
0.12
0 1 2 3 4 50
1
2
3
4
5
replier expertise
asker expertise
0
0.05
0.1
0.15
suppose:
expertise is uniformly distributed
probability of posing a question is inversely proportional to expertise
pij = probability a user with expertise j replies to a user with expertise i
2 models:‘best’ preferred ‘just better’ preferred
iep ijij /~ )( −β iep ji
ij /~ )( −γ j>i
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Visualization
Best “preferred” just better
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Degree correlation profiles
best preferred (simulation) just better (simulation)
Java Forum Networkas
ker
inde
gree
aske
r in
degr
ee
aske
r in
degr
ee
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It can tell us when to use which algorithms
Preferred Helper: ‘just better’
Preferred Helper: ‘best available’
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Different ranking algorithms perform differently
In the ‘just better’ model, a node is correctly ranked by PageRank but not by HITS
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Summary for a focused expertise sharing forum
• Expertise Networks have interesting characteristics• A set of useful metrics • Ranking algorithms are affected by network structures• Simulation as an analysis tool
• There are rich design opportunities• Find experts with the help of structural information (and content
analysis) • Predict good answers • Re-order questions/answers to match expertise
UIST2007: “Expertise-Level based Interface Personalization for Online Help-seeking Communities”
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• Looking at diverse sets of question-answer forums (Yahoo Answers)
• Expertise across different topics
Everyone is not a Java expert, but everyone knows something...
cars & transportation
maintenance & repairs
beauty & style
hair
w/ Jun Zhang, Eytan Bakshy, Mark Ackerman
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Yahoo! Answers
• A community-driven knowledge market site, allowing users to ask and answer questions
• About 80 million answers since launch in Dec 2005• Similar sites: Naver, Baidu-knows
• our sample• 1 month• 8,452,337 answers• 1,178,983 questions• unique repliers: 433,402• unique askers: 495,414• users who are both askers and helpers: 211,372
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length of answer vs. # of answers
Celebrities
MusicMathematics
Physics
Languages
ChemistryCooking & recipesProgramming & design
Jokes & Riddles
Parenting
Polls &Surveys
Baby NamesWrestling
Small business
Genealogy
thread length
cont
ent l
engt
h
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network structure of a technical forum
programming & design
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network structure of a discussion forum
politics
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Clustering categories: technical, advice/support, discussion
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Breadth of user’s post patterns
• Sum entropies at each level
cars & transportation
maintenance & repairs
beauty & style
hair
)log( ,, iLi
iLL ppH ∑−= ∑=L
LT HH
0.3 0.7
0.70.1 0.2
L=1
L=2
car audio
thanks to Mark Newman
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user with entropy = 0
all answers are in the Pets > Dogs subcategory
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user with medium entropy
_Travel *1*
_Asia_Pacific *1*
_Pets *1*
__General___Pets *1*
_Sports *18*
__Cricket *18*
_Society___Culture *19*
_Cultures___Groups *1*
__Religion___Spirituality *18*
_Arts___Humanities *1*
__Philosophy *1*
===== entropy ======
L1 entropy: 0.99
L2 entropy: 1.09
total: 2.08
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user with medium entropy
_Beauty___Style *32*
__Makeup *7*
__General___Beauty___Style *3*
__Fashion___Accessories *12*
__Hair *7*
_Skin___Body *3*
_Family___Relationships *8* __Singles___Dating *6* __Friends *1*
__Family *1*
===== entropy ======
L1 entropy: 0.50
L2 entropy: 1.83
total: 2.33
focused on a few top level categories, during the sampled period
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high entropy user
===== entropy ======
L1 entropy: 2.64
L2 entropy: 3.11
total entropy: 5.75
user with high entropy
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Entropy and “expertise”
• consider 1st level categories and 2nd level entropies (HL=2) within them individually
level 1 category(ies)
Pearson (entropy,score)
p-value
computers & internet science and math
-0.22 10-7
family & relationships
-0.13 10-13
sports -0.01 0.65
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Predicting best answers
lengthier replies
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Predicting best answers
Programming Marriage wrestling
answer length + + +
thread length - - -
replier best answers
+ + +
replier answers - - -
R2 0.729 0.693 0.692
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people who answer about X, ask about Y
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Yahoo Answers Summary
• Everyone knows something• Differing network characteristics by category type• Focus corresponds to performance, primarily for “factual
categories”• Predicting best answers easiest for those categories
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Competing to share expertise on Witkey sites
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when money is given to best answers
• previously (Java Forum): asker -> replier• in Task CN: submitter -> winner
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task prestige network
• If winners of other tasks lose in this task, this task is more prestigious...
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network of task participants
• Same two users compete twice:
• same winner 77% of the time (compared to 1/2 chance)
• Same two users compete 3x:
• same winner all 3 times in 56% of the cases (compared to 1/4 chance)
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Taskcn knowledge sharing community
• Askers offer cash reward for best “solution” to task
w/ Jiang Yang and Mark Ackerman
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does money matter?
• more views• not more submissions on average• small negative correlation with task PageRank
• task may be a bit more difficult
• average prestige negatively correlated with number of participants
• but winner’s prestige positively correlated
does the number of participants matter?
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predicting who will win
• Competing against few other and having a good track record is predictive of future wins
• Some users “learn” to improve their odds of winning by selecting less popular tasks
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users learn to choose less competitive tasks
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successful users shorten interval between wins
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summary of Taskcn findings
• Amount of reward does not correlate with• # submissions• expertise level
• It does correlate with the number of views
• Can infer expertise from new formulation of expertise networks
• Can predict future probability of winning
• Overall, users don’t increase their winning rate over time• successful users
• choose less popular tasks• decrease intervals between wins
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for more info• Competing to share expertise
Yang, J., Adamic, L., Ackerman, M.S., ICWSM2008
• Examining knowledge sharing on Yahoo Answers Adamic, L., Zhang, J., Ackerman, M.S., Knowledge Sharing and Yahoo Answers: Everyone knows something, WWW’08
• ExpertiseRank algorithms and evaluations Zhang, J., Ackerman, M.S., Adamic, L., Expertise Networks in Online Communities: Structure
and Algorithms, WWW’07
• Simulations of expertise networks Zhang, J., Ackerman, M.S., Adamic, L., CommunityNetSimulator: Using Simulations to Study
Online Community Network Formation and Implications, C&T2007
• QuME: A Mechanism to Support Expertise Finding In Online Help-seeking CommunitiesJ. Zhang, M. S. Ackerman, and L. A. Adamic, UIST2007, Newport, RI, 2007.
Lada Adamic [email protected]
http://www-personal.umich.edu/~ladamic
![Page 51: School of Information University of Michigan Expertise Sharing Dynamics in Online Forums Lada Adamic joint work with Jun Zhang, Mark Ackerman, Eytan Bakshy,](https://reader035.vdocuments.net/reader035/viewer/2022062423/56649e115503460f94afc67c/html5/thumbnails/51.jpg)
thanks!
Jun Zhang [email protected]
http://www-personal.si.umich.edu/~junzh
Mark Ackerman [email protected]
http://www.eecs.umich.edu/~ackerm/
Jiang Yang [email protected]
http://www.yangjiang.us/
Eytan Bakshy [email protected]
http://www-personal.umich.edu/~ebakshy
Thanks to: ARI, Intel, NSF 0325347