SOCIAL QUESTION ASKING DOES ANYONE WANT TO LEARN

SOCIAL QUESTION ASKING DOES ANYONE WANT TO LEARN HOW TO GET QUESTIONS ANSWERED? Jaime Teevan with M. R. Morris, D. J. Liebling, K. Panovich, J. Yang, L. Adamic, M. Ackerman, B. Hecht, D. Gergle

? What should I talk about at dub?

Questions About Questions What questions do people ask their social network? � What type of questions do people ask? About what? � Which questions get answered? Ø How can someone ask an effective question? Why do people ask questions of their network? � What motivates question asking and answering? � Why would someone ask versus search? Ø How can tools help find the best answers?

What Question Do People Ask? What type of questions are asked about what? Which questions get answered? How can someone ask an effective question?

Survey of Status Message Asking Have you used a status message to ask a question? � Frequency of asking, question types, responses received, why? � Provide an example Have you answered a status message question? � Why or why not? � Provide an example Participants: 624 Microsoft employees � Follow-up: 933 from four cultures (US, UK, China,

Overview of Asking and Answering Asking status message questions � Half of participants reported asking questions Answering status message questions � 3 out of 4 participants had seen a question � Almost all who had also answered questions Cultural variation in overall behavior � China and India asked answered more questions � Questions seen as more important than in US and UK

Consistencies in Question Wording Questions short (75 characters, 1 sentence) 18. 5% of phrased as a statement I need a recommendation on a good all purpose pair of sandals. Often scoped � 1 out of 5 directed to “anyone” Anyone know of a good Windows 6 mobile phone that won’t break the bank? � Network subset Hey Seattle tweeps: Feel like karaoke on the Eastside tonight?

Social Network Question Topics Topic % Example Technology 29% Anyone know if WOW works on Windows 7? Entertainment 17% Was seeing Up in theater worth the money? Home & Family 12% So what’s the angoing rate for the tooth fairy? 5% What is your opinion on the recent proposition that was passed in California? Shopping 5% What’s a good Mother’s Day gift? Philosophy 2% What would you do if you had a week to live? Professional Places Restaurants Current events d h t l , for Masters? Cornell a g Which university is better e n y ati 11% H h : p Tech? gor Georgia D a n r , i s g s ca trip to Whistler in the off-season. o s i i t Planning n i l r M 8% Po. Recommendation o ce on sites to see? P , n nan o i 6% lig Hanging Fi in Ballard tonight. Dinner recs? e R

Social Network Question Types Type % Example Recommendati on 29% Building a new playlist – any ideas for good running songs? Opinion 22% I am wondering if I should buy the Kitchen-Aid ice cream maker? Factual 17% Anyone know a way to put Excel charts into La. Te. X? Rhetorical 14% Why are men so stupid? Invitation 9% Who wants to go to Navya Lounge this evening? Favor 4% Need a babysitter in a big way tonight… anyone? ? Social connection 3% I am hiring in my team. Do you know anyone who would be interested? Offer 1% Could any of my friends use boys size 4 jeans?

Questions Vary by Who Is Asking Type Recommendati on Topic old Technology women Factual Home & Family Professional young Places Invitation Restaurants Favor Current events Social connection Shopping Offer Twitter Entertainment Opinion Rhetorical men Philosophy Facebook

Questions Vary by Who Is Asking Type Topic Recommendati on Technology Opinion Home & Family Factual Professional Rhetorical Places Invitation Restaurants Favor Current events Social connection Shopping Offer used more seriously Asking by Asian cultures v. Western cultures Entertainment Philosophy

Types and Topics of Questions? Subjective questions on acceptable topics � Popular topics: Technology, entertainment, family � Popular types: Recommendations, opinions � Questions vary by demographics and culture Which questions get answered?

Questions Get Good Answers Quantity: 94% of questions answered Quality: 69% of responses helpful Speed: 90% within a day (24% within 30 minutes) � People expected faster responses � But were satisfied with speed Answer quality varies with phrasing � Shorter questions get more useful responses

Answer Quality Varies by Question Type Recommendati on Opinion Factual Rhetorical Topic Technology Faster Unhelpful Entertainment n o i t a l Home &rr. Family e co o Professional N Places Invitation Restaurants Favor Current events Social connection Shopping Offer Philosophy

Which Questions Get Answered? Subjective questions on acceptable topics � Popular topics: Technology, entertainment, family � Popular types: Recommendations, opinions � Questions vary by demographics and culture Questions get many high quality answers quickly � Correlated with phrasing � Correlated with topic and type How can someone ask an effective question?

Controlled Study of Effective Asking Controlled experiment � Many people ask the same question � Compare responses Need generic question � Topic: Entertainment � Type: Opinion Should I watch E. T. ?

Controlled Variables Who posted the question � Demographics � Social network use and makeup � Profile picture Time of day Question phrasing � Length 1 Sentence � Punctuation 2 Sentence � Scoping s Question Statement Should I watch E. T. ? I wonder if I should watch E. T. Taking it easy. Should I watch E. T. ? Taking it easy. I wonder if I should watch E. T.

Controlled Variables Who posted the question � Demographics � Social network use and makeup � Profile picture Time of day Question phrasing � Length � Punctuation � Scoping Question Statement 1 Should I watch E. I wonder if I should Does anyone I wonder if anyone Sentence T. ? watch E. T. 1 think I should thinks I should watch Sentence 2 Taking watchit. E. easy. T. ? E. T. it easy. I Sentence Should I watch wonder if I should Taking it easy. I s 2 E. T. ? watch E. T. Does anyone Scope wonder if anyone Sentence think I should thinks I should watch s watch E. T. ? E. T.

Measuring the Responses Quantity �% with responses � # of responses Quality �% answered, useful � Response length Overall Speed �Quality Time to first Speed Quantity % with # of % Time to response respons answere % Respons first e es d useful e length response Count 282 82% 3. 2 59% 72% 56 1: 27

Who Posted the Question Generally saw few significant differences Larger social networks give better answers ≤ 200 201+ Quantity Quality Speed % with # of % Time to respons answere % Respons first e es d useful e length response Count 133 75% 2. 6 50% 63% 54. 9 2: 15 148 89% 3. 7 66% 80% 56. 9 0: 52 More social profile picture get better answers � Close shot � Another person

Time of Day Morning Afternoon Quantity Quality Speed % with # of % Time to respons answere % Respons first e es d useful e length response Count 138 84% 2. 8 52% 74% 61. 9 1: 50 143 80% 3. 6 65% 70% 49. 8 1: 05 Afternoon questions � Receive more answers faster Morning questions � Receive longer responses

Phrasing None 1 sentence Question Anyone 2 Statement Movie buff sentences Count 89 143 153 95 139 129 98 Length Quantity Quality % # % % with # of of % respons answere % e es d useful 78% 2. 6 54% 63% 81% 88% 3. 4 3. 7 64% 73% 80% 83% 3. 2 61% 74% 76% 3. 0 54% 63% 75% 2. 5 43% 62% 86% 3. 7 61% 79% Respons e e length 43. 8 56. 9 55. 2 57. 7 54. 0 56. 0 63. 3 Speed Time to to first response 1: 37 1: 08 1: 25 1: 20 1: 30 1: 55 1: 27 � 1 sentence gets more high quality responses faster Punctuation � Question get more (useful) responses than statements Scope � Scoping the question helps – even if just “anyone”

How Can Someone Ask Effectively? Subjective questions on acceptable topics � Popular topics: Technology, entertainment, family � Popular types: Recommendations, opinions � Questions vary by demographics and culture Questions get many high quality answers quickly � Correlated with phrasing � Correlated with topic and type Can influence responses by how a question is asked � Ask short questions of “anyone” in the afternoon

What Questions Do People Ask? Subjective questions on acceptable topics � Popular topics: Technology, entertainment, family � Popular types: Recommendations, opinions � Questions vary by demographics and culture Questions get many high quality answers quickly � Correlated with phrasing � Correlated with topic and type Can influence responses by how a question is asked � Ask short questions of “anyone” in the afternoon

Why Do People Ask Questions? What motivates question asking and answering? Why would someone ask versus search? How can tools help find the best answers?

Why Do People Ask Questions? What motivates question asking and answering?

Motivations for Asking Motive % Example Trust 24. 8 % I trust my friends more than I trust strangers. Subjective 21. 5 % Search engine can provide data but not an opinion. Thinks search would fail 15. 2 % I’m pretty search engine couldn’t answer a question of that nature. Audience 14. 9 % Friends with kids, first hand real experience. Connect 12. 4 % I wanted my friends to know I was asking the question. Speed 6. 6% Quick response time, no formalities. Context 5. 4% Friends know my tastes. 5. 4% I tried searching and didn’t get good results. Tried

Motivations for Answering Motive % Example Altruism 37. 0 Just trying to be helpful. Expertise 31. 9 If I’m an expert in the area. Question 15. 4 Interest in the topic. Relationshi p 13. 7 If I know and like the person. Connect 13. 5 Keeps my network alive. Free time 12. 3 Boredom/procrastination. Social capital 10. 5 I will get help when I need it myself. Obligation 5. 4 A tit-for-tat. Humor 3. 7 I might have a witty response. Ego 3. 4 Wish to seem knowledgeable.

Motivations for Answering Motive % Example Altruism 37. 0 Just trying to be helpful. Expertise 31. 9 If I’m an expert in the area. Question 15. 4 Interesttin the topic. 3. 4 Wish to seem knowledgeable. Relationshi p Connect Free time Social capital Obligation Humor Ego o N r r e wperson. 13. 7 fo If I know and like the s n s a e r v i e g e t h n k ralive. myt network s o Mo 13. 5 weri. Keeps a w e o e s t Boredom/procrastination. n m h i t k n t 12. 3 A w e n’ v o o a n k h D t t -10. 5 ’ ’ no. Inwill get help when I need it myself. o t - D r. Aestit-for-tat. -5. 4 D te n i 3. 7 I might have a witty response.

Why Do People Ask Questions? People motivated by trust and altruism � Search often considered or tried � Cultural differences: Entertainment v. social capital Why would someone ask versus search?

Study of Searching v. Asking Information Need: Backsplash Re-Tiling “Any tips for tiling a kitchen backsplash? ” kitchen re-tiling tips backsplash re-tiling kitchen remodel diy

Task (as expressed to the social network) Is now looking for a new phone to get… Any suggestions? ? ? any tips for tiling a kitchen backsplash? Anyone know how to stop an in-car nav system from constantly rebooting? ? Ugggggh Does anyone know how to train for half marathon? Links…training…diet to follow would be great! Lauren's going away for a month, anyone know any good vegetarian recipes? So…after getting the PMP, what else is anyone doing to keep up their development? should I wait for Zune. HD or buy Ipod touch (to gift someone)? is wanting to move away from Live Space for storing and sharing pictures… Any recommendations? Can one defeat Seattle winter with a trip to New Zealand? Does anybody have the beta on bouldering there? is looking for recommendations (restaurants and activities) in Cancun is starting to plan my Thanksgiving trip to Disneyland…what are the must see attractions, especially for a 3 -year that loves princesses? Any websites out there for planning other than disneyland. com?

How People Searched v. Asked Time spent searching Time to first response Phone Shopping 38 15 Re-Tile Kitchen 29 Fix Car GPS 46 Half Marathon Training Tips 21 3 30 minutes 20 8 3 7 � Issued 6. 5 queries 19 2 2 � Visited 35. 4 pages 0 0 Vegetarian Recipes 36 36 1 10 Career Development Advice 14 1519 0 2 Compare Zune and i. Pod Touch 32 7 1 3 Photo Storage Service 12 184 0 5 Bouldering in New Zealand 31 77 0 5 Cancun Vacation 49 5 2 2 Task Response On average, s presearchers Total responses � Spent

Different Benefits for Each Approach Benefits of searching � Received answers very quickly � Could refine their query as they learned more � Found content considered objective and unbiased Benefits of asking � Auxiliary social benefits (awareness, connections) � Answers highly personalized � Received answers not encountered through search � Answers encountered through validated

Why Ask v. Search? People motivated by trust and altruism � Search often considered or tried � Cultural differences: Entertainment v. social capital Searching and asking provide different benefits � Searching is fast and can be refined � Asking creates social connections, finds the unexpected How can tools help find the best answers?

Socially Embedded Search Engine d n o p s e r n i e l s p ine o e p eng ces? o d ch a p w r s Ho sea cial to ir so the

Hard Problems to Overcome Not always appropriate to respond � Most status messages are for social discussion � Questions can be rhetorical Can poop qualify as a character in a book? Coming up with a relevant answer is hard Relevance not the only factor to consider � Social Your conformance also matters friends comments reflect on you Mentioning others can feel invasive

New Opportunities Extend existing search algorithms � Lots of context available � Answers do not need to be found immediately Interesting feedback mechanisms Humor and serendipity can outweigh relevance � Link to the children’s book Everybody Poops Opportunity to shape the dialog � Ask follow-up questions � Influence friends responses

How Can Tools Help Answer? People motivated by trust and altruism � Search often considered or tried � Cultural differences: Entertainment v. social capital Searching and asking provide different benefits � Searching is fast and can be refined � Asking creates social connections, finds the unexpected Get both with algorithmic content in a social setting Social conformance important, can be collected in new

Answers About Questions What questions do people ask their social network? � People ask subjective questions on acceptable topics � Questions get many high quality answers quickly Ø Can influence answers by how a question is asked Why do people ask questions of their network? � People motivated by trust and altruism � Searching and asking provide different benefits Ø Get both with algorithmic responses in a social

Questions? M. R. Morris, J. Teevan, and K. Panovich. What Do People Ask Their Social Networks, and Why? A Survey Study of Status Message Q&A Behavior. In Proceedings of CHI 2010. J. Yang, M. R. Morris, J. Teevan, L. Adamic, and M. Ackerman. Culture Matters: A Survey Study of Social Q&A Behavior. In Proceedings of ICWSM 2011. J. Teevan, M. R. Morris, and K. Panovich. Factors Affecting Response Quantity, Quality and Speed in Questions Asked via Online Social Networks. In Proceedings of ICWSM 2011. M. R. Morris, J. Teevan, and K. Panovich. A Comparison of Information Seeking Using Search Engines and Social Networks. In Proceedings of