Zynga is notorious for borderline tactics, from the first Farmville scamville stories to its very agressive use of Facebook’s social channels. There is a difference between making something intrisically viral - think Draw Something or SongPop - and behaving like a virus doing actions on behalf…
Hit the link for the full post on Scammynga and their Scamvilles.
So, I was reading this post on using Graph Theory to determine “influencers” on Facebook → http://20bits.com/articles/graph-theory-part-iii-facebook/ ** and I think I finally figured out those damn Eigenvectors. It’s pretty simple once you grok it.
Basically every matrix has something called “orientation” built in. The value for this “orientation” property is either zero (technically it has infinite eigenvectors all of which cancel out to get a net orientation of zero) or finite. If it’s finite, we call this orientation the Eigenvector.
So what does “orientation” mean? Simple. Let’s take a sample matrix that shows the relationship between me, you, a kitty and a T.Rex. Here’s how the relationships are:
- I like you and kitty but don’t like T.Rex.
- You like me and kitty and is not exactly fascinated by T.Rex.
- Kitty likes no one, especially scared of T.Rex.
- T.Rex likes everyone (as food).
- No one can “like” themselves - we are frowning upon narcissism here.
Let’s denote “Like” by the number 1 and “Don’t like” by 0. We also give everyone ID numbers: I’m 1, you’re 2, kitty is 3 and T.Rex is 4. IDs can be anything - 1000a, 1000b, 1000c and 1000d will work too. But let’s keep things simple.
Ok, let’s take the relationships and make a simple matrix out of it…
Me (1) You(2) Kitty(3) T.Rex(4)
Me (1) 0 1 1 0
You (2) 1 0 1 0
Kitty (3) 0 0 0 0
T.Rex (4) 1 1 1 0
Just by looking at this matrix you can intuitively figure out who has the maximum “influence” - kitty! Has 3 fans in you, me and T.Rex. Fortunately kitty doesn’t have the brain to exercise her influence, but moving on. After kitty is the second-spot tie between you and me, we each have 2 fans, each other and the lovely T.Rex. And last spot with the least influence goes to T.Rex.
So, the “orientation” of this matrix is kitty, me, you, T.Rex. We both are tied but I come first in IDs so I take precedence over you in the order. Let’s write this orientation in terms of the IDs: 3, 1, 2, 4… This is the Eigenvector.
That’s it! Don’t believe me? Here’s the Eigenvector values from Wolfram|Alpha^…
{ 1 , 1 , 0 , 2 }.
↑ ↑ ↑ ↑
1 2 3 4 ← IDs
Sorting the values in the Eigenvector, we get…
{ 0 , 1 , 1 , 2 }.
↑ ↑ ↑ ↑
3 1 2 4 ← IDs
Kitty, Me, You, and T.Rex. Hey! That’s the same order we intuitively figured out just a few minutes earlier. This is what Eigenvectors are all about - every matrix has “orientation” which is got by how each of the matrix elements are influenced by each other. If each element of the matrix is equally influenced by other elements then the net orientation is zero, and in a matrix where some elements are more heavily influenced by others, there is a net finite orientation - meaning the elements of the matrix can be sorted by the influence it feels from the other elements.
So sorting matrix elements by influence, where the hell can you use this Eigenvector thingy? Quite a lot of places, as it turns out. Here’s a few:
Google uses this to sort their webpages: PageRank (measures webpage influence) - http://williamcotton.com/pagerank-explained-with-javascript
Facebook uses this to sort their users: Social graph (measures social influence of each user and ranks them) - http://20bits.com/articles/graph-theory-part-iii-facebook/
Face recognition : Eigenfaces (measures the parts of the face that have the most influence in facial features) - http://en.wikipedia.org/wiki/Eigenface
Voice: Eigenvoice (Eigenvector = sorting by influence but here I have no idea what they are sorting. Let me know if you figure this out.)http://en.wikipedia.org/wiki/Kernel_Eigenvoice
And more like Eigenfunctions, Eigenspaces and so on.
Btw, Eigen means “own” in German and it happens to be the second German word I know after “Ich Will” (thanks Rammstein). It’s also called “characteristic” which makes sense because Eigenvector = orientation of the elements based on influence they have on each other and this is like a fingerprint for each matrix.
If you take a circle and write it as a matrix and try to find the Eigenvector you won’t get any net orientation - circles are symmetrical all around. Same story with squares. But ellipses have Eigenvectors and it’s oriented along their major axis, same with Parallelograms and Trapezoids.
Hope, this little explanation has helped you grok the concept. I left out the dry math but it’s on Wikipedia and it’s pretty grokkable too. Just understand that a matrix can be thought of as a bunch of vectors, so top row = (x1 x2) , bottom row = (y1 y2), if we take (x1,y1) and (x2,y2) as the vectors, the determinant of this matrix is the area on the graph that feels the combined effect of the vectors in the matrix etc., and the rest should be easy to follow.
—-
^ Link to Wolfram’s Eigenvector values for the You-me-kitty-T.Rex matrix.
Note: There are multiple Eigenvectors but their magnitudes (lambda. Eigenvector only shows the direction. Eigenvector & the lambda combined show both magnitude and direction) are not positive values so they don’t count, we take the Eigenvector values that are positive .
**
Get part 1 and 2 from the wayback machine.
This realization came to me sometime last year while I was talking about fractals and how the larger fractals are merely composed of scaled-rotated versions of itself (recursion). We can see this in our daily life - something as massive as our solar system is in fact, made of atoms that have the same structure as the solar system - bodies rotating and revolving around a central mass. In simple terms, everything (of course, trees look nothing like atoms but I’ll talk about it another day) in our universe is a mirror image of the most basic elements that it is made of.
The talk (with @praveenvasudev) soon turned to social networks and it struck me that the same fractal behavior applies here too - social networks will evolve to resemble their most basic element. What is the social network’s most basic element? Easy - social networks enable communication and the most basic element of communication is our own nervous system. This leads me to believe that if we map out social networks and all the interconnections, we’ll simply be looking at a mirror image of our own nervous system.

[Image via dapla, which shows the same fractal nature that we talk about in this post, that is inherent to all things in our universe. Here the image compares how galaxies have the same structure as mouse brain neurons.]
What does this mean? This means that social networks are the next step in human evolution - in about 500 years, there will no longer be ‘you’ or ‘they’. There is only one - ‘I’. The entire planet will be one single mind. This is the final stage in the cycle of life, imo. Full circle, or rather, spiral. Life started from a single cell and we are going back to it - a single cell(metaphorically), albeit at a completely different scale. Fractals, once again.
This leads me to other conclusions:
- Privacy will be dead. Everyone is jacked into everyone else 24/7/365. Everyone knows everything about everyone. For instance, your hand holds no secrets from your brain, what your hand knows will be shared with your brain. There is also the concept of ‘relevancy’ which covers how not everything the brain knows will be shared with the hand but I’ll detail it later.
- The future will no longer have corporations of any kind. Why? Corporations, i.e., large groups of people working together, cannot keep up with the rapidly increasing pace of change. We already see it today - there’s more and more startups than ever before as large companies cannot move that fast. As we progress towards ‘One mind’, the change of pace will be so fast that even today’s 3-man and 5-man lean startups can’t keep up as the fastest pace will be set by the 1-man team. Anyone forming a team will lose to the ‘One mind’ ensuring that in the end only the ‘One mind’ survives. That’s how there’ll be no more corporations or even teams, only individuals who have no individuality, communicating and working with billions of other similar individuals who collectively form the ‘One mind’.
- Our currency will be energy.
- No more reproduction. Not sure if we’ll even have limbs and torsos.
If you think about it, we’ve seen similar stuff before but in slightly different and less fantastic flavors - Ghost in the Shell’s Stand Alone Complex phenomenon as well as the humans plugged into The Matrix are the most famous examples I can think of.
There’s more to explore, like how I can log-in/jack-in to someone else’s brain and take over his conscious mind, etc. Again, remember that ‘I’ and ‘someone else’ no longer exist as the entire human race is now one mind, all people are jacked in to each other in the social network and thus there is no more ‘identity’ for anyone anymore - everyone’s one and the same person. But I give up some accuracy here, to make it easier to understand.
I’ll make updates and edits to this post, as I learn more, understand more, discover more and find ways to clarify stuff more. All this sounds too fantastic? Maybe, but so was landing on the moon, a 1000 years ago.