Upload
lyudmilvasilev
View
224
Download
0
Embed Size (px)
Citation preview
8/3/2019 Measuring User Influence on Twitter_neu
1/27
21.07.2011
Measuring User Influence on TwitterSeminar: Web-Technologien
fr E-Commerce
SS 2011
Lyudmil Vasilev, Matr. Nr.: 4190767
Supervisor:Dr. Nikos Korfiatis
8/3/2019 Measuring User Influence on Twitter_neu
2/27
121.07.2011
Agenda
1.Introduction
2.Related Work
3.The Study
4.Twitter Structure
5. Comparison of idegree, retweets and mentions6.Conclusions
8/3/2019 Measuring User Influence on Twitter_neu
3/27
221.07.2011
1. Introduction
What is Influence ?The capacity to have an effect on the character,development, or behavior of someone or something, or the effect itself.
The power to shape policy or ensure favorabletreatment from someone, especially through status, contacts, or wealth.
by Oxford Dictionaries Online
8/3/2019 Measuring User Influence on Twitter_neu
4/27
321.07.2011
1. Introduction
How is influenced spread?
1.Traditional view
Through influentials
2.Modern view
Through interpersonal relationshipsThrough the readiness of the society to adoptinnovations
8/3/2019 Measuring User Influence on Twitter_neu
5/27
421.07.2011
2. Related Work
1.H. Kwak et al.: What is Twitter, a social network or a news media? [1]
Number of followers
Number of retweets
PageRank
8/3/2019 Measuring User Influence on Twitter_neu
6/27
521.07.2011
2. Related Work
2. J. Weng et al.: Twitterrank: finding topic- sensitive influential twitterers [2]
Number of followers
PageRank
Modified PageRank
8/3/2019 Measuring User Influence on Twitter_neu
7/27621.07.2011
2. Related Work
3. D.M. Romero et al.: Influence and passivity in social media [3]
Number of followers
Passivity of the audience
8/3/2019 Measuring User Influence on Twitter_neu
8/27721.07.2011
2. Related Work
4. M. Cha et al.: Measuring user influence in twitter: The million follower fallacy [4]
Number of followers
Number of retweets
Number of mentions
8/3/2019 Measuring User Influence on Twitter_neu
9/27821.07.2011
2. Related Work
4. M. Cha et al.: Measuring user influence in twitter: The million follower fallacy [4]
Big and comprehensive Dataset
Chosen measures for describing influence
The variation of influence across topic & time
8/3/2019 Measuring User Influence on Twitter_neu
10/27921.07.2011
3. The Study
The aim of the study was to find out:what are the measures that define influence;
how do these measures affect the spreading of
popular news topics among users;
how individuals influence changes by topic
and over time;what are the ways for ordinary users to gain
influence.
8/3/2019 Measuring User Influence on Twitter_neu
11/271021.07.2011
3. The Study
Two assumptions were made at the beginning:1.The number of followers one has ( indegree )
reveals little about his influence over the other
users.
2. The users, who have active audience that is
retweeting their messages and mentioning them,
are much more influential then those who have
large number of followers.
8/3/2019 Measuring User Influence on Twitter_neu
12/271121.07.2011
3. The Study
The study made three important findings:1. Indegree represents popularity of a user, re-
tweets the content value of ones tweets
and mentions the name value of a user.2. Most influential users hold significant influ-
ence over a variety of topics.
3. Ordinary users can gain influence by focu-
sing on a single topic and posting creative
and insightful tweets.
8/3/2019 Measuring User Influence on Twitter_neu
13/271221.07.2011
3. The Study
Characteristics of the dataset:
80 million user accounts scanned
54 million in-use user accounts2 billion social (follow) links
1.7 billion tweets
8/3/2019 Measuring User Influence on Twitter_neu
14/271321.07.2011
3. The Study
Focused on:
active users: posted more than 10 tweets
users with a valid screen name
Result:
6 million users, who were relevant for the study
8/3/2019 Measuring User Influence on Twitter_neu
15/271421.07.2011
3. The Study
Interaction based on three interpersonalactivities:
1. following updates of people who post
interesting tweets;
2. passing along interesting pieces of
information to followers ( retweeting );3. responding to or commenting on other
peoples tweets ( mentioning ).
8/3/2019 Measuring User Influence on Twitter_neu
16/271521.07.2011
3. The Study
Three different types of influence:1. Indegree influence
indicates the size of direct audience for a user
2. Retweet influence
indicates the ability of a user to generate content
with pass-along value.
3. Mention influence
indicates the ability of a user to engage others in a
conversation.
8/3/2019 Measuring User Influence on Twitter_neu
17/271621.07.2011
4. Twitter Structure
Graph 1: Simplified Topology of Twitter
8/3/2019 Measuring User Influence on Twitter_neu
18/271721.07.2011
4. Twitter Structure
Following on Twitter isn't mutual. Someone who thinksyou're interesting can follow you, and you don't have to approve, or follow back.
- Twitter Help Center | What Is Following? -
8/3/2019 Measuring User Influence on Twitter_neu
19/271821.07.2011
4. Twitter Structure
The information flow between users has the opposite di-rection of a follow -connection.
8/3/2019 Measuring User Influence on Twitter_neu
20/27
1921.07.2011
4. Twitter Structure
Graph 2: Retweet Path
8/3/2019 Measuring User Influence on Twitter_neu
21/27
2021.07.2011
4. Twitter Structure
Figure 1: Average and median numbers of additional recipients of a tweet viaretweeting [1]
8/3/2019 Measuring User Influence on Twitter_neu
22/27
8/3/2019 Measuring User Influence on Twitter_neu
23/27
2221.07.2011
5. Comparison
Table 2: Relative Influence Ranks Correlation Coefficients over Topics [4 ]
Table 1: Relative Influence Ranks Correlation Coefficients [4]
8/3/2019 Measuring User Influence on Twitter_neu
24/27
2321.07.2011
6. Conclusions
1. Having a lot of followers may represent high popularity, butit does not necessarily mean having a lot of influence.
2. It is much more important to have active public that
retweets and mentions you, than having a lot of followers.3. Users who create interesting and creative tweets have
bigger chances to be retweeted and mentioned, then
those who rely on indegree to achieve the same effect.
4. An ordinary user can increase his influence by
concentrating on a single topic and posting valuable
information on that topic.
8/3/2019 Measuring User Influence on Twitter_neu
25/27
2421.07.2011
References
[1] H. Kwak, C. Lee, H. Park, and S. Moon, What is Twitter, a social network or anews media?, Proceedings of the 19th international conference on Worldwide web, ACM, 2010, pp. 591-600.
[2] J. Weng, E.P. Lim, J. Jiang, and Q. He, Twitterrank: finding topic -sensitiveinfluential twitterers, Proceedings of the third ACM international conference
on Web search and data mining, ACM, 2010, pp. 261-270.[3] D.M. Romero, W. Galuba, S. Asur, and B.A. Huberman, Influence and
passivity in social media, Proceedings of the 20th international conferencecompanion on World wide web, ACM, 2011, pp. 113-114.
[4] M. Cha, H. Haddadi, F. Benevenuto, and K.P. Gummadi, Measuring user influence in twitter: The million follower fallacy, 4th International AAAIConference on Weblogs and Social Media (ICWSM), 2010.
8/3/2019 Measuring User Influence on Twitter_neu
26/27
2521.07.2011
Thank you very much
for your attention!
8/3/2019 Measuring User Influence on Twitter_neu
27/27
Questions!?