Math prof charts influence of social networks
A Mount Allison University professor is looking to use mathematical formula to see how connected people are on social networks, such as Facebook and Twitter.
Where most Facebook users see posts, pokes, and status updates, Margaret-Ellen Messinger sees points on a graph and a lot of math.
The computer science and mathematics professor has received a $50,000 research grant from the Natural Sciences and Engineering Research Council of Canada to explore those growing connections that are being forged on social media networks.
The influence of social media sites continues to grow as they become a destination for more people. Facebook boasts more than 680 million frequent users and the micro-blogging site Twitter has more than 200 million users.
Messinger will be working on modelling social media activity to explain to people how connected they really are online.
"I guess as a mathematician, it just seems interesting. But in general these things are studied so we can gain better insight into community structure and social influence, which I suppose can be used for various things like targeted advertising," she said.
The professor will build these models over the next five years. Messinger said once models are in place, it will be easier to identify or control problems that arise in the social sphere.
"One thing that I thought would be kind of interesting would be the spread of gossip over Facebook or Twitter," she said.
"Looking at how gossip for example would be spread and maybe trying to stop it."
Part of Messinger's research will be to examine how the old six degrees of separation theory now applies to online social networks.
The emergence of social media and how people build larger social circles may prove to reduce those six degrees of separation.
David Gallant, a social strategist with NuFocus, a company that helps businesses and entrepreneurs build their own social media prowess, said this research is important.
"I would use that type of research, I tend to use it quite a bit actually," Gallant said.
"Essentially to get a client to buy-in so they understand what I'm referring to and then we can go further with the strategy and make something for themselves."
