The term “social graph” was coined originally to describe the network of connections we already knew we had such as friends on Facebook or professional contacts on LinkedIn.More recently, graphs that are inferred as a result of other primary activities – e.g. - commenting on a website (Disqus), expressing a taste preference (Foursquare), sharing a new website (Tumblr), etc. – have emerged in a big way, particularly in advancing discovery and recommendations. Even platforms for which explicit connections are core – e.g. Twitter, Tumblr, Foursquare and others – are realizing the value in the implicit relationships that form over time.Some of these actions are explicit, such as checking in, buying a product from amazon - both which influence the future experience on both services.We plan to delve into examples within Foursquare, Disqus, Tumblr, and others to provide an understanding of both implicit and explicit social graphs and actions.
by Eric Wheeler
All we read about these days is the promise of “Big Data.” Companies like Google, Facebook, and Amazon are just beginning to tap into the mass information they possess, and one shudders to imagine just how much these companies know about what we’re up to online. There’s no telling how much data there currently is, and may become available in the future, and still no clear path on how to balance the opportunity with the risk. The only thing that is certain is that data is the hottest topic this industry’s seen in a long time – and all of the data in the world won’t help marketers without the right filter. The real power lies here: in the Social Graph. The Social Graph is the missing link between advertising and our interactions on the Web. By tapping into the social connections and relationships between a brand’s loyalists and her closest friends, the Social Graph revolutionizes the degree of advertising effectiveness, with infrastructure that respects consumer privacy.
9th–13th March 2012