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The Credibility of Digital Identity Information on the Social Web: A User Study,[object Object],Matthew Rowe,[object Object],Organisations, Information and Knowledge Group,[object Object],University of Sheffield,[object Object]
Outline,[object Object],Problem: ,[object Object],Increased reliance on digital identity information,[object Object],Motivation: ,[object Object],Need for assessing the credibility of digital identity information,[object Object],Digital Identity,[object Object],The tiers of identity information,[object Object],Comparing Digital and Real-World Identities,[object Object],User study of Social Web users,[object Object],Findings from the Study,[object Object],Conclusions,[object Object]
Problem,[object Object],The World Wide Web has evolved from a Web of anonymity into an accountable Web,[object Object],Users are able to interact online with Web platforms,[object Object],Publish their thoughts and musings on blogging platforms such as LiveJournal,[object Object],Upload videos onto Youtube,[object Object],Share photos on Flickr,[object Object],Chat with friends on MySpace,[object Object],All of the above allow users to construct bespoke online personas,[object Object],So called “Digital Identities”,[object Object],Shaping how they wish to be perceived by others in an online environment,[object Object]
Motivation,[object Object],Digital identity information from Social Web platforms is used by a range of 3rd party applications and services:,[object Object],Dopplr uses social network information from user profiles to share travel arrangements and planned trips,[object Object],Google’s Social Search uses identity information to affect search listings,[object Object],Identity management services have begun using digital identity information Social Web platforms to support automated identity disambiguation techniques,[object Object],Employers use Social Web platforms to perform lateral surveillance of potential and current employees,[object Object],The increased reliance on digital identity information from Social Web platforms requires an assessment to be made of the credibility of this information,[object Object],To what extent is real identity information mirrored in a digital space?,[object Object]
Digital Identity,[object Object],The Oxford dictionary defines identity as:,[object Object],“the fact of being who or what a person is” and…,[object Object],“the characteristics of defining this”,[object Object],A person’s identity is comprised of a set of attributes which makes them unique,[object Object],Digital Identity reflects this, however in an online space the these attributes can be customised and tailored by the user,[object Object],The functionalities and feature sets provided by Social Web platforms facilitate this alteration,[object Object],Users can construct profiles containing their biographical information (name, address, email) along with their social network information,[object Object]
Digital Identity,[object Object],Digital Identity can be divided into 3 tiers:,[object Object],My Identity: persistent identity information such as name, date of birth and genealogical relations,[object Object],Shared Identity: information which is susceptible to change such as social network information,[object Object],Abstracted Identity: identity information derived from groupings and demographics,[object Object],(Ploderer et al, 2008) states that self-promotion motivates web users to create a profile,[object Object],(Lampe et al, 2006) found Social Web users to search for and interact with those people which they knew offline,[object Object],The social network which a web user maintains is a powerful tool in establishing a unique identification of the person,[object Object],This is used by identity disambiguation techniques to confirm person references on the Web ,[object Object]
Comparing Digital and Real-World Identities,[object Object],Social network information from the shared identity tier provides a means of quantifying the similarity between digital and real-world identities:,[object Object],To what extent is real identity information mirrored in a digital space?,[object Object],To explore this question a user study was conducted using the Social Web platform Facebook,[object Object],Given that this is the most popular Social Web platform in the UK,[object Object],22 million users in the UK,[object Object],http://www.clickymedia.co.uk/2009/10/uk-facebook-user-statistics-october-2009/,[object Object],50 participants were gathered from the University of Sheffield,[object Object],25 male and 25 female,[object Object],Age range of 18-45,[object Object],The experiment was conducted in November 2008,[object Object]
Comparing Digital and Real-World Identities,[object Object],The user study consisted of 3 stages:,[object Object],Each participant listed their real-world social network,[object Object],Used a web page form with 20 rows, one for each person of the network, containing their name and the relationship type,[object Object],More rows could be added if needed,[object Object],Contains strong-tied relationships (Donath & Boyd, 2004),[object Object],Each participant’s digital social network was extracted from Facebook,[object Object],Using an application designed for this study,[object Object],Also analysed the behaviour of the the participant: who they appear in photos with and who they share messages with,[object Object],Each participant compared his/her real-world and digital social network,[object Object],Selected participants which appeared in both networks,[object Object]
Comparing Digital and Real-World Identities,[object Object],To measure the extent to which digital identity information mirrors real-world identity information the following evaluation measures were used:,[object Object],Relevance,[object Object],Adapted from the information retrieval metric: precision,[object Object],Measures the ratio of strong-tied to weak-tied relationships in the digital social network,[object Object],Coverage,[object Object],Adapted from the information retrieval metric: recall,[object Object],The proportion of the real-world social network which appears in the digital social network,[object Object]
Comparing Digital and Real-World Identities,[object Object],Relevance,[object Object],Average relevance measure of 0.23, indicating that 23% of a digital social network contains strong-tied relationships,[object Object],Coverage,[object Object],Ranges between 0.5 and 1, with an average coverage of 0.77,[object Object],This indicates that, on average, 77% of a participant’s real-world social network appears online,[object Object],Different from findings by (Subrahmanyam et al, 2008) which found only 49% for coverage (they define it as overlap),[object Object],Possibly due to differing dates when the studies were conducted and the differing countries,[object Object]
Comparing Digital and Real-World Identities,[object Object]
Comparing Digital and Real-World Identities,[object Object],The covered portion of the real-world social network in the digital network was also analysed, and showed the following:,[object Object],Majority of relationships were with friends (62%),[object Object],24% were with family,[object Object],14% were with coworkers,[object Object],For the different relationship types in the real-world social network,[object Object],89% of friends were replicated online,[object Object],73% of family were replicated online,[object Object],68% of coworkers were replicated online,[object Object],The largest age group in the social network that was covered online was <21,[object Object],Indicative of the sample used by the study,[object Object]
Comparing Digital and Real-World Identities,[object Object],Behaviour of each participant was analysed,[object Object],Assessing who they appeared in images with and interacted with on the platform	,[object Object],Results demonstrate a tendency to interact with only a few people frequently,[object Object],And a large number of people rarely,[object Object],The graph forms a power law curve,[object Object],Denoted as the Social Longtail (>15),[object Object],The longtail contains 92% of strong-tied relationships which appeared in the real-world network listed by participants,[object Object],Suggests that offline interactions and communications are continued online,[object Object],Demonstrated by the number of messages sent and photos in which both people appear,[object Object]
Conclusions,[object Object],Credibility of digital identity information is important to many application which rely on such information,[object Object],Findings from the study quantify the significant extent to which web users replicate their real-world identities in an online space,[object Object],Characterised by the large coverage of real-world social networks on an example Social Web platform,[object Object],An insight is provided into the credibility of digital identity information found on the Social Web,[object Object],Behavioural trends demonstrate the continuation of interaction offline in a digital environment,[object Object],The Social Longtail is mainly comprised of strong-tied relationships found offline, driven by frequent interactions,[object Object],The results also provide findings in contrast to (Subrahmanyam et al, 2008),[object Object],Due to the different domains in which the studies were conducted ,[object Object]
Twitter: @mattroweshow,[object Object],Web: http://www.dcs.shef.ac.uk/~mrowe,[object Object],Email: m.rowe@dcs.shef.ac.uk,[object Object],Questions?,[object Object],(Donath & Boyd, 2004) - J. Donath and D. Boyd. Public displays of connection. BT Technology Journal, 22(4):71–82, October 2004.,[object Object],(Lampe et al, 2006) - C. Lampe, N. Ellison, and C. Steinfield. A face(book) in the crowd: social searching vs. social browsing. In CSCW ’06: Proceedings of the 2006 20th anniversary conference on Computer supported cooperative work, pages 167–170, New York, NY, USA, 2006. ACM.,[object Object],(Ploderer et al, 2008) - B. Ploderer, S. Howard, and P. Thomas. Being online, living offline: the influence of social ties over the appropriation of social network sites. In CSCW ’08: Proceedings of the ACM 2008 conference on Computer supported cooperative work, pages 333–342, New York, NY, USA, 2008. ACM.,[object Object],(Subrahmanyam et al, 2008) - K. Subrahmanyam, S. Reich, N. Waechter, and G. Espinoza. Online and offline social networks: Use of social networking sites by emerging adults. Journal of Applied Developmental Psychology, 29(6):420–433, November 2008. ,[object Object]

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The Credibility of Digital Identity Information on the Social Web: A User Study

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