Lada A. Adamic

Friends and neighbors on the Web

Abstract The Internet has become a rich and large repository of information about us as individuals. Anything from the links and text on a user’s homepage to the mailing lists the user subscribes to are reflections of social interactions a user has in the real world. In this paper we devise techniques and tools to mine this information in order to extract social networks and the exogenous factors underlying the networks’ structure. In an analysis of two data sets, from Stanford University and the Massachusetts Institute of Technology (MIT), we show that some factors are better indicators of social connections than others, and that these indicators vary between user populations. Our techniques provide potential applications in automatically inferring real world connections and discovering, labeling, and characterizing communities.

Computational Social Science

A field is emerging that leverages the capacity to collect and analyze data at a scale that may reveal patterns of individual and group behaviors.

Search in power-law networks

Many communication and social networks have power-law link distributions, containing a few nodes that have a very high degree and many with low degree. The high connectivity nodes play the important role of hubs in communication and networking, a fact that can be exploited when designing efficient search algorithms. We introduce a number of local search strategies that utilize high degree nodes in power-law graphs and that have costs scaling sublinearly with the size of the graph. We also demonstrate the utility of these strategies on the GNUTELLA peer-to-peer network.

Expertise networks in online communities: structure and algorithms

Web-based communities have become important places for people to seek and share expertise. We find that networks in these communities typically differ in their topology from other online networks such as the World Wide Web. Systems targeted to augment web-based communities by automatically identifying users with expertise, for example, need to adapt to the underlying interaction dynamics. In this study, we analyze the Java Forum, a large online help-seeking community, using social network analysis methods. We test a set of network-based ranking algorithms, including PageRank and HITS, on this large size social network in order to identify users with high expertise. We then use simulations to identify a small number of simple simulation rules governing the question-answer dynamic in the network. These simple rules not only replicate the structural characteristics and algorithm performance on the empirically observed Java Forum, but also allow us to evaluate how other algorithms may perform in communities with different characteristics. We believe this approach will be fruitful for practical algorithm design and implementation for online expertise-sharing communities.

How to search a social network

We address the question of how participants in a small world experiment are able to find short paths in a social network using only local information about their immediate contacts. We simulate such experiments on a network of actual email contacts within an organization as well as on a student social networking website. On the email network we find that small world search strategies using a contact’s position in physical space or in an organizational hierarchy relative to the target can effectively be used to locate most individuals. However, we find that in the online student network, where the data is incomplete and hierarchical structures are not well defined, local search strategies are less effective. We compare our findings to recent theoretical hypotheses about underlying social structure that would enable these simple search strategies to succeed and discuss the implications to social software design.

The dynamics of viral marketing

We present an analysis of a person-to-person recommendation network, consisting of 4 million people who made 16 million recommendations on half a million products. We observe the propagation of recommendations and the cascade sizes, which we explain by a simple stochastic model. We then establish how the recommendation network grows over time and how effective it is from the viewpoint of the sender and receiver of the recommendations. While on average recommendations are not very effective at inducing purchases and do not spread very far, we present a model that successfully identifies product and pricing categories for which viral marketing seems to be very effective.

Life in the network: the coming age of computational social science

A field is emerging that leverages the capacity to collect and analyze data at a scale that may reveal patterns of individual and group behaviors.

Internet: Growth dynamics of the World-Wide Web

The exponential growth of the World-Wide Web has transformed it into an ecology of knowledge in which highly diverse information is linked in an extremely complex and arbitrary manner. But even so, as we show here, there is order hidden in the web. We find that web pages are distributed among sites according to a universal power law: many sites have only a few pages, whereas very few sites have hundreds of thousands of pages. This universal distribution can be explained by using a simple stochastic dynamical growth model.

The Small World Web

I show that the World Wide Web is a small world, in the sense that sites are highly clustered yet the path length between them is small. I also demonstrate the advantages of a search engine which makes use of the fact that pages corresponding to a particular search query can form small world networks. In a further application, the search engine uses the small-worldness of its search results to measure the connectedness between communities on the Web.

Information flow in social groups

We present a study of information flow that takes into account the observation that an item relevant to one person is more likely to be of interest to individuals in the same social circle than those outside of it. This is due to the fact that the similarity of node attributes in social networks decreases as a function of the graph distance. An epidemic model on a scale-free network with this property has a finite threshold, implying that the spread of information is limited. We tested our predictions by measuring the spread of messages in an organization and also by numerical experiments that take into consideration the organizational distance among individuals.