twitter what is twitter, a social network or a news media? haewoon kwak changhyun lee hosung park...
TRANSCRIPT
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TW
ITTER
What is Twitter,a Social Network or a News
Media?
Haewoon Kwak Changhyun Lee Hosung Park Sue Moon
Department of Computer Science, KAIST, Korea
19th International World Wide Web Conference (WWW2010)
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Twitter, a microblog service
write a short message
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ITTER
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Twitter, a microblog service
read neighbors’ tweets
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ITTER
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In most OSN
“We are friends.”
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ITTER
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In Twitter
“I follow you.”
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Following on Twitter
“Unlike most social networks, following on
Twitter is not mutual. Someone who thinks you're interesting can follow you, and you don't have to approve, or follow back."
http://help.twitter.com/entries/14019-what-is-following6
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Following = subscribing tweets
recent tweets of followings
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http://blog.marsdencartoons.com/2009/06/18/cartoon-iranian-election-demonstrations-and-twitter/marsden-iran-twitter72/
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The goal of this work
•We analyze how directed relations of following set Twitter apart from existing OSNs.
•Then, we see if Twitter has any characteristics of news media.
PR
OB
LEM
STA
TEM
EN
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me⋅di⋅a [mee-dee-uh]
1.a pl. of medium
2.the means of communication, as radio and television, newspapers, and magazines, that reach or influence people widely
http://dictionary.reference.com/
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The goal of this work
•We analyze how directed relations of following set Twitter apart from existing OSNs.
•Then, we see if Twitter has any characteristics of news media.
PR
OB
LEM
STA
TEM
EN
T
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Summary of our findings
1.Following is mostly not reciprocated (not so “social”)
2.Users talk about timely topics
3.A few users reach large audience directly
4.Most users can reach large audience by Word of Mouth (WOM) quickly
OU
TLI
NE
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Data collection (2009/06/01~09/24)
•41.7M user profiles (near-complete at that time)
•1.47B following relations
•4262 trending topics
•106M tweets mentioning trending topics
‣ Spam tweets removed by CleanTweets
*http://an.kaist.ac.kr/traces/WWW2010.html
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How we crawled
•Twitter’s well-defined 3rd party API
•With 20+ ‘whitelisted’ IPs
‣ Send total 20,000 requests per IP / hour
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Recent studies
•Ranking methodologies [WSDM’10]
•Predicting movie profits [HYPERTEXT’10]
•Recommending users [CHI’10 microblogging]
•Detecting real time events [WWW’10]
•The ‘entire’ Twittersphere unexplored
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Part I.
1.Following is mostly not reciprocated (not so “social”)
2.Users talk about timely topics
3.A few users reach large audience directly
4.Most users can reach large audience by WOM* quickly
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2.
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Why do people follow others?
•Reflection of offline social relationships
•Subscription to others’ messages
otherwise,
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Sociologists’ answer
•“Reciprocal interactions pervade every relation of primitive life and in all social systems”
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Is following reciprocal?
•Only 22.1% of user pairs follow each other
•Much lower than
‣ 68% on Flickr
‣ 84% on Yahoo! 360
‣ 77% on Cyworld guestbook messages
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Low reciprocity of following
•Following is not similarly used as friend in OSNs
‣ Not really reflection of offline social relationships
•Active subscription of tweets!
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Part II.
1.Following is mostly not reciprocated (not so “social”)
2.Users talk about timely topics
3.A few users reach large audience directly
4.Most users can reach large audience by WOM* quickly
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1.
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Dynamically changing trends
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User participation pattern can be a
signature of a topic
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1.
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Majority of topics are headline
54.3%“headline news”
31.5%“ephemeral”
6.9%7.3%
“persistent news”
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Part III.
1.Following is mostly not reciprocated (not so “social”)
2.Users talk about timely topics
3.A few users reach large audience directly
4.Most users can reach large audience by WOM* quickly
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3.
A F
EW
HU
BS
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How many followers a user has?
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P(x)dx
CCDF
•Complementary Cumulative Density Function
•CCDF(x=k) =
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Reading the graph
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EW
HU
BS
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Plenty of super-hubs
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More super-hubs than projected by power-law
•Where do they get all the followers? Possibly from...
‣ Search by ‘name’
‣ Recommendation by Twitter
•They reach millions in one hop
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Are those who have many followers active?
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How we plotted
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How we plotted
Avg. = 8×Med. = 9
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More followers, more tweets
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Many followers without activity
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Twitter user rankings by Followers, PageRank and
RT
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Twitter user rankings by Followers, PageRank and
RT
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Great discrepancy among rankings
Kan
dal’s
tau
ra
nk
corr
ela
tion
Top k ranking
# followers (RF), PageRank (RPR) # retweets (RRT )
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Part IV.
1.Following is mostly not reciprocated (not so “social”)
2.Users talk about timely topics
3.A few users reach large audience directly
4.Most users can reach large audience by WOM* quickly
5.*WOM: word-of-mouth
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4.
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-OF-
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Which is more efficient for WOM?
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In Twitter
Following
Information
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Average path length: 4.1
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Retweet (RT)
•Relay tweets from a following to followers
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Retweet (RT)
•Relay tweets from a following to followers
Last day of WWW’10
node 0
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Retweet (RT)
•Relay tweets from a following to followers
Last day of WWW’10
Last day of WWW’10
Last day of WWW’10
Last day of WWW’10
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Retweet (RT)
•Relay tweets from a following to followers
RT @node0 Last day of WWW’10node 4
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Retweet (RT)
•Relay tweets from a following to followersRT @node0 Last day of WWW’10
RT @node0 Last day of WWW’10
RT @node0 Last day of WWW’10
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Retweet (RT)
•Relay tweets from a following to followers
writer
retweeter
wr
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Retweet (RT)
•Not only 1 hop neighbors
1 hop neighbors
wr
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Retweet (RT)
•More goes further
2 hop neighbors
51
wr
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We construct RT tree
•A tree with writer and retweeter(s)
wr
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Height of RT trees
r
W
r
W
r r
W
rr
r
1 1 2
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Empirical RT trees
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96% of RT trees = Height 1
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Boosting audience by RT
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Additional readers
3 followers
2 additional readers by retweeter
wr
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A retweet brings a few hundred additional
readers
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Time lag between hops in RT tree
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Fast relaying tweets by RT:
35% of RT < 10 min.
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Fast relaying tweets by RT:
55% of RT < 1hr.
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Summary
1.We study the entire Twittersphere
2.Low reciprocity distinguishes Twitter from OSNs
3.Twitter has characteristics of news media:
‣ Tweets mentioning timely topics
‣ Plenty of hubs reaching a large public directly
‣ Fast and wide spread of word-of-mouth