Measuring User Influence on Twitter_neu

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


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


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


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


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


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


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


8/27721.07.2011

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


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


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.


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.


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.


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


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


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 ).


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.


17/271621.07.2011

4. Twitter Structure

Graph 1: Simplified Topology of Twitter


18/271721.07.2011


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? -


19/271821.07.2011


The information flow between users has the opposite di-rection of a follow -connection.


20/27

1921.07.2011


Graph 2: Retweet Path


21/27

2021.07.2011


Figure 1: Average and median numbers of additional recipients of a tweet viaretweeting [1]


22/27


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]


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.


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.


26/27

2521.07.2011

Thank you very much

for your attention!


27/27

Questions!?

Documents

Measuring User Influence on Twitter_neu