COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
Understanding co-evolution of social and content networks on Twitter
1. TU Graz - Knowledge Management Institute
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
Philipp Singer 17.04.2012
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2. TU Graz - Knowledge Management Institute
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)?
Philipp Singer 17.04.2012
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3. TU Graz - Knowledge Management Institute
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?
…
Philipp Singer 17.04.2012
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4. TU Graz - Knowledge Management Institute
?
? ?
?
? ?
?
Philipp Singer 17.04.2012
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5. TU Graz - Knowledge Management Institute
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)
Philipp Singer 17.04.2012
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6. TU Graz - Knowledge Management Institute
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
Philipp Singer 17.04.2012
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7. TU Graz - Knowledge Management Institute
Does growth of a user's followers increase the
number of authored tweets?
?
Philipp Singer 17.04.2012
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8. TU Graz - Knowledge Management Institute
Does an increase of used URLs of users also
increases their usage of hashtags?
?
Philipp Singer 17.04.2012
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9. TU Graz - Knowledge Management Institute
?
? ?
?
? ?
?
Philipp Singer 17.04.2012
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10. TU Graz - Knowledge Management Institute
Conclusions
Driven by social factors
Attention of other users motivates individuals
Social media hosts can adopt and use these
techniques
Philipp Singer 17.04.2012
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11. TU Graz - Knowledge Management Institute
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)
Philipp Singer 17.04.2012
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12. TU Graz - Knowledge Management Institute
Social properties influence content properties
but not vice versa!
Thanks for your attention!
@ph_singer
@clauwa
@mstrohm
philipp.singer@tugraz.at
Philipp Singer 17.04.2012
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Editor's Notes
A record of phenomenon irregularly varying with time is called time series Predict future outputs based on past outputs