Using social badges that measure face to face interaction on the microscopic level allow us to predict patterns of collaboration and gain insights into how we work together on levels not possible before. At the MIT Center for Collective Intelligence we have recently experimented with what we call microscopic dynamic social network analysis.

GPS satellite based navigation systems tell us where we are and how to get where we want to go. In our research we used a similar people-based social navigation system develop at the MIT Medial Lab by Sandy Pentland’s team to better understand our position in social networks. Using social badges - body-worn sensors - we measured physical interaction of co-located people to better understand who they are, and therefore allow them  to better navigate in their own social network.

In a research project with 22 study subjects, who wore the badges during work for one month, we were able to predict social characteristics such as extroversion, neuroticism, openness, and agreeability based on microscopic social network analysis. We obtained control measures of these values with a standard psychological test NEO-FFI). High contribution index was positively correlated with extroversion, and negatively correlated with neuroticism. This means that the more people looked their communication partners into the face, the more of an extrovert they were. The less they looked them into the eyes, the higher was their score on the neuroticism test.   Fluctuation in betweenness centrality was positively correlated with openness, and negatively correlated with agreeability. In less scientific language: the more they changed between being in the center of the conversation, and by withdrawing into their offices, the more open to new things they were. The steadier their communication pattern, either as a socialite or a recluse, the higher their agreability score.  We were also able to obtain correlation between social network position and job satisfaction, and extroversion.

Of course this technology has to be used very carefully, to avoid the risk of intruding into the privacy of the individual. In our project we have alleviated this risk by only sharing individual results with each affected individual, and giving a condensed view without individual identification to management. So far study participants have reacted very positively to the insights they gained about their own communication behavior.

Microscopic social network analysis can be used to complement proven psychological tests such as the FFI. It could be used, e.g. as a further input to identify people suitable for certain professions, for example identifying the most agreeable candidates among potential recruits as police officers.  By simply wearing social badges, a user will finally be able to answer question like “Do I have more of an introvert or an extrovert communication style? What personality types do I have to bring into a meeting to make it more productive? How can I change my personal communication behavior to be more efficient? What leadership styles are most effective for a certain situation?” We hope that future research will help organizations become more innovative and productive by exploring their hidden social structures in a virtual mirror – helping members of an organization to better understand their hidden social characteristics to improve the overall organization.

I read an interesting article in The Wall Street Journal called "Download This: YouTube Phenom Has a Big secret." Marie Digby is a 24 year-old singer and guitarist who began posting "homemade" music videos on YouTube about a year ago. Her videos (mostly covers of pop songs) took YouTube by storm and ultimately launched her music career. She now has radio exposure, songs for sale on iTunes and literally millions of fans who adore her music and the "humble" way she has become a star. Two weeks ago, Hollywood Records began to spread the news that they had signed this new, talented pop star.

It turns out, however, that Marie Digby was actually signed by Hollywood Records in 2005, over a year before she posted any of her videos on YouTube. They conveniently left that detail out of the recent press release. Digby's MySpace page mentions nothing about record label involvement; and every time she has appeared on TV or the radio, she is ostensibly shocked and amazed at how she "stumbled" into recognition.

Obviously, this demonstrates the tremendous power of the Web to build meaningful awareness for any person, brand, product, service, etc. As for Hollywood Records, there is no doubt that this campaign is responsible for the high profile of Marie Digby's debut album, which was finished at the end of 2006. As for the millions of YouTube viewers who believed they were watching a self-made pop star get lucky with the opportunity of a lifetime, I'm not sure. Hollywood Records and Marie Digby: Genius marketing or deceptive tactic? 

Check out some of Marie Digby's music videos.