Kleinberg shows us that large data sets analysis can upend the way we have done things in the past, and offer new and better ways to do things. Kleinberg touches on the predictive power of large data sets made available from popular aggregation sites on the Internet, for instance. Such include the photo-sharing site Flickr, email and major social media platforms. To do this he uses several examples, for instance, such as the use of Flickr tags to map out the world and its major geographical aggregation points, and the use of email for instance coupled with powerful data mining tools to be able to track the progress and decline of human relationships as they applied to Kleinberg’s personal case. This kind of approach produces something new in terms of how we can manipulate data to provide us with insights into why we do the things we do. The power comes from the way social media, such as Flickr, have aggregated user-generated digital trails of their activities and interactions with places and other people. Moving forward, this offers a vast resource for scientists, marketers, businesses, and sociologists, among others, to be used to glean insights into behavior and into the nature of human relationships. One take is that of social relationships and social interactions essentially being the same in the real world as they are online, with social media and related data giving us new ways to examine and analyze the nature of those interactions and relationships in ways that were not possible before. Likewise, the take is that because of the unprecedented power of online data in this regard, new ways of looking at and analyzing the data have to be devised in order to properly exploit this new reality. This new reality presents a new set of opportunities for new insights into human relationships, behavior, and interactions (Yen et al., 2012. Kleinberg, n.d.).
Nature of Online Interactions Behaviors and Relationships