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Chapter 9 PeerSpective: Leveraging Shared Interest Over the last decade, the World Wide Web and Web search engines have fundamen- tally transformed the way people find and share information. Recently, a new form of publishing and locating information, known as online social networking, has become very popular. While numerous studies have focussed on the hyperlinked structure of the Web and have exploited it for searching content, few studies, if any, have examined the information exchange in online social networks. In the Web, explicit links called hyperlinks between content (typically pages) are the primary tool for structuring information. Hyperlinks are used by authors to embed a page in the Web of related information, by human users to manually browse the Web, and by search engines to crawl the Web to index content, as well as to rank or estimate the relevance of content for a search query. In contrast to the Web, no explicit links exist between the content (typically photos, videos, and blog postings) stored in social networks. Instead, explicit links between users, who generate or publish the content, serve as the primary structuring tool. For example, in social networking sites like MySpace [111], Orkut [121], and Flickr [52], a link from user A to user B usually indicates that A finds the information published by B interesting or relevant, or A implicitly endorses B’s content due to an 197PDF Image | Online Social Networks: Measurement, Analysis, and Applications to Distributed Information Systems
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