understanding co-evolution of social and content networks on twitter
DESCRIPTION
Workshop presentation at #msm2012 and #www2012 conference about "Understanding co-evolution of social and content networks on Twitter".TRANSCRIPT
TU Graz - Knowledge Management Institute
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Philipp Singer 17.04.2012
Understanding co-evolution of social and content networks on Twitter
Philipp Singer, Claudia Wagner, Markus Strohmaier
Knowledge Management Institute and Know Center
Graz University of Technology, Austria
TU Graz - Knowledge Management Institute
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Philipp Singer 17.04.2012
Motivation
Social media applications allow users to share content and sozialize Many social links and a lot of content
Value of social media application depends on how it is used – i.e., activity of users
Which factors impact users‘ content-related activities (e.g., hashtagging or link usage) and users‘ social activities (i.e., following)?
TU Graz - Knowledge Management Institute
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Philipp Singer 17.04.2012
Aim
Explore bi-directional longitudinal influence patterns between social and content properties
Sample research questions Does growth of a user's followers increase the number of authored
tweets? Does an increase of used URLs of users also increases their usage
of hashtags? …
??
TU Graz - Knowledge Management Institute
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Philipp Singer 17.04.2012
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TU Graz - Knowledge Management Institute
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Philipp Singer 17.04.2012
Experimental Setup
• Twitter Dataset 1,500 random users chosen from public timeline 30 days time period (15.03.2011 – 14.04.2011) Measure users’ social and content-related activities daily
Use social and content properties to describe and abstract those activities
Approach Monitor and analyze how users‘ social activities and content-related
activities (and related outcomes) co-evole over time (Wang and Groth 2010)
TU Graz - Knowledge Management Institute
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Philipp Singer 17.04.2012
Methodology Multilevel autoregressive modeling Predict future outputs based on past outputs
Variables are measured at different levels Coefficients can vary from user to user Overall coefficients determine influence between
properties over time
TU Graz - Knowledge Management Institute
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Philipp Singer 17.04.2012
Does growth of a user's followers increase the number of authored tweets?
?
TU Graz - Knowledge Management Institute
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Philipp Singer 17.04.2012
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Does an increase of used URLs of users also increases their usage of hashtags?
TU Graz - Knowledge Management Institute
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Philipp Singer 17.04.2012
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???
TU Graz - Knowledge Management Institute
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Philipp Singer 17.04.2012
Conclusions
Driven by social factors
Attention of other users motivates individuals
Social media hosts can adopt and use these techniques
TU Graz - Knowledge Management Institute
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Philipp Singer 17.04.2012
Limitations & Next Steps
One small random Twitter dataset Apply techniques to further, larger datasets
Limited to some chosen properties Produce different networks
Hashtag co-occurrence Similarity networks
Try different model approaches Analyze interface changes (e.g., recommender)
TU Graz - Knowledge Management Institute
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Philipp Singer 17.04.2012
Thanks for your attention!
@ph_singer
@clauwa
@mstrohm
Social properties influence content properties
but not vice versa!