Identifying weak ties from publicly available social media data in an event

Jayesh Prakash Gupta, Karan Menon, Hannu Kärkkäinen, Jukka Huhtamäki, Raghava Rao Mukkamala, Abid Hussain, Ravi Vatrapu, Jari Jussila, Henri Pirkkalainen

    Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

    3 Citations (Scopus)


    The concept of weak ties was introduced by Granovetter through the seminal paper titled "Strength of weak ties". Since then the role of weak ties in general and their specific role as occupying the structural hole has been explored in many different fields. In this study, we identify actual or potential weak ties using publicly available social media data in the context of an event. Our case study environment is community managers' online discussions in social media in connection to the yearly-organized Community Manager Appreciation Day (CMAD 2016) event in Finland. We were able to identify potential weak ties using the conversation based structural holes, making use of social network analysis methods (like clustering) and content analysis in the context of events. We add to the understanding of and useful data sources for the Strength of weak ties theory originated from Granovetter, and developed further by other researchers. Our approach may be used in future to make more sophisticated conference recommendation systems, and significantly automate the data extraction for making useful contact recommendations from them for conference participants.
    Original languageEnglish
    Title of host publicationAcademicMindtrek '16 Proceedings of the 20th International Academic Mindtrek Conference
    Number of pages9
    ISBN (Electronic)978-1-4503-4367-1
    Publication statusPublished - 17 Oct 2016
    Publication typeA4 Article in conference proceedings
    EventMindtrek Conference -
    Duration: 1 Jan 1900 → …


    ConferenceMindtrek Conference
    Period1/01/00 → …


    • weak ties
    • social media

    Publication forum classification

    • Publication forum level 1

    ASJC Scopus subject areas

    • Computational Theory and Mathematics
    • Sociology and Political Science


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