Developing Knowledge Models of Social Media: A Case Study on LinkedIn

User Generated Content (UGC) exchanged [1] via large Social Network is considered a very important knowledge source about all aspects of the social engagements (e.g. interests, events, personal information, personal preferences, social experience, skills etc.). However this data is inherently unstructured or semi-structured. In this paper, we describe the results of a case study on LinkedIn Ireland public profiles. The study investigated how the available knowledge could be harvested from LinkedIn in a novel way by developing and applying a reusable knowledge model using linked open data vocabularies and semantic web. In addition, the paper discusses the crawling and data normalisation strategies that we developed, so that high quality metadata could be extracted from the LinkedIn public profiles. Apart from the search engine in LinkedIn.com itself, there are no well known publicly available endpoints that allow users to query knowledge concerning the interests of individuals on LinkedIn. In particular, we present a system that extracts and converts information from raw web pages of LinkedIn public profiles into a machine-readable, interoperable format using data mining and Semantic Web technologies. The outcomes of our research can be summarized as follows: (1) A reusable knowledge model which can represent LinkedIn public users and company profiles using linked data vocabularies and structured data, (2) a public SPARQL endpoint to access structured data about Irish industry and public profiles, (3) a scalable data crawling strategy and mashup based data normalisation approach. The proposed data mining and knowledge representation proposed in this paper are evaluated in four ways: (1) We evaluate metadata quality using automated techniques, such as data completeness and data linkage. (2) Data accuracy is evaluated via user studies. In particular, accuracy is evaluated by comparison of manually entered metadata fields and the metadata which was automatically extracted. (3) User perceived metadata quality is measured by asking users to rate the automatically extracted metadata in user studies. (4) Finally, the paper discusses how the extracted metadata suits for a user interface design. Overall, the evaluations show that the extracted metadata is of high quality and meets the requirements of a data visualisation user interface. TYPE OF PAPER AND