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22 useful in a number of different contexts, and we are seeing new sites popping using social networks to predict music preferences, find potential job applications, and share content. By understanding the user structure and the properties of information flow, designers of future systems have a empirical basis for designing and provisioning their systems. 2.2.4 Other disciplines As mentioned before, our work has relevance beyond computer systems. To sociolo- gists, online social networks offer an unprecedented amount of data. These systems represent the complete evolution of a large, contained online social network, with the accompanying timeline of every event that occurred within them. Sociologists can examine this data to validate existing theories of communication, as well as to look for new forms of communication. To political scientists and marketing specialists, studying how information flows through social networks may help improve techniques such as targeted advertising and viral marketing. Political candidates have already realized the importance of blogs in recent elections [133]. Similarly, marketing specialists are already experimenting with paid viral marketing [125] to better promote products and companies. Clearly, a better understanding of how content is currently being exchanged in these systems holds the potential to improve these approaches.PDF Image | Online Social Networks: Measurement, Analysis, and Applications to Distributed Information Systems
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