We noticed you're browsing in private or incognito mode.

To continue reading this article, please exit incognito mode or log in.

Not a subscriber? Subscribe now for unlimited access to online articles.

Social Intelligence

Analyzing what people do online provides a way to peer into society’s collective mind.

Social media have made information so ubiquitous as to be almost devoid of monetary value. What is scarce now—and therefore valuable—is the user’s attention, which explains the intense efforts made to obtain it through focused advertising, short videos within news portals, and, most disheartening, spam.

Understanding how people allocate their attention, as well as steering it to specific content, has tremendous value. In the case of social media, harnessing the enormous and highly variable flow of information that propagates through large user networks can make it possible to predict specific outcomes (see “A Social Media Decoder”).

My research group recently showed that Twitter messages can be used to accurately predict box-office revenues for movies about to open in theaters across the country. The basic intuition was simple: the greater the rate at which people discuss a forthcoming movie, the more likely it is to have a large audience on opening night. Studying how feelings about a movie appear on the social network and propagate through it after opening weekend increased the accuracy of forecasts as time went on. Among other advantages, such knowledge might be used to swiftly shift advertising budgets from one movie or product to another.

This story is part of our November/December 2011 Issue
See the rest of the issue

This type of analysis has a wide range of potential uses. Although we focused on movies because it gave us a good way to verify our predictions, the technique can be applied to all sorts of social-media chatter, from academic discussions of technology to public debate about future products and trends.

But predicting the future, however interesting, is only one potential benefit of knowing how attention is allocated within social media. Large groups of interacting people constitute a collective intelligence that can also be harnessed for myriad purposes. Think of what institutions and enterprises can and will do as social computing that taps into this collective intelligence becomes an integral part of their existence. It will give them a way to pare down the vast number of choices that companies and individuals now face. Organizations ranging from governments to charities will gain new insights into the collective intelligence that enable them to evaluate possibilities and learn of emerging trends. In business, understanding how product rankings and opinions work, and how to best exploit them, will grow in importance as ever greater quantities of data are created online every day.

Making it possible to exploit this wisdom will require efficient ways to filter, extract, and rank insights from social data. Such methods are being developed in my own research group, which is already demonstrating the power of analyzing collective intelligence through social media. Tools will also appear that connect individuals with the workings of the collective mind, creating a new source of information that will help determine our choices and ideas about what to do and how to act.

Bernardo Huberman is the director of the social-computing lab at HP Labs.

Learn today what the rest of the world won’t know until tomorrow, at Business of Blockchain 2019.

Register now
Want more award-winning journalism? Subscribe to Print + All Access Digital.
  • Print + All Access Digital {! insider.prices.print_digital !}*

    {! insider.display.menuOptionsLabel !}

    The best of MIT Technology Review in print and online, plus unlimited access to our online archive, an ad-free web experience, discounts to MIT Technology Review events, and The Download delivered to your email in-box each weekday.

    See details+

    12-month subscription

    Unlimited access to all our daily online news and feature stories

    6 bi-monthly issues of print + digital magazine

    10% discount to MIT Technology Review events

    Access to entire PDF magazine archive dating back to 1899

    Ad-free website experience

    The Download: newsletter delivery each weekday to your inbox

    The MIT Technology Review App

You've read of three free articles this month. for unlimited online access. You've read of three free articles this month. for unlimited online access. This is your last free article this month. for unlimited online access. You've read all your free articles this month. for unlimited online access. You've read of three free articles this month. for more, or for unlimited online access. for two more free articles, or for unlimited online access.