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Aug 12, 2007WebKDD and 1st SNA-KDD Workshop Why We Twitter? Understanding Microblogging Usage and Communities Akshay Java Tim Finin University of Maryland,

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Presentation on theme: "Aug 12, 2007WebKDD and 1st SNA-KDD Workshop Why We Twitter? Understanding Microblogging Usage and Communities Akshay Java Tim Finin University of Maryland,"— Presentation transcript:

1 Aug 12, 2007WebKDD and 1st SNA-KDD Workshop Why We Twitter? Understanding Microblogging Usage and Communities Akshay Java Tim Finin University of Maryland, Baltimore County Xiaodan Song Belle Tseng NEC Laboratories America Inc.

2 Aug 12, 2007Akshay Java What is Twitter?  Micro-Blogging, Social Networking Service  Users send updates/tweets via SMS, IM or Web  Light-weight blogging, short posts (140 characters or less)

3 Aug 12, 2007Akshay Java What is Twitter? Easily share status messages Twitter post Current Status Friends

4 Aug 12, 2007Akshay Java MICRO-BLOGS

5 Aug 12, 2007Akshay Java Ambient Intimacy “Ambient intimacy is about being able to keep in touch with people with a level of regularity and intimacy that you wouldn’t usually have access to, because time and space conspire to make it impossible. “ - Leisa Reichelt Twitter, Flickr and other Social Media sites.

6 Aug 12, 2007Akshay Java Twitter! Twitter! Twitter! Disclaimer: No association to Twitter Inc/ Obvious corp.

7 Aug 12, 2007Akshay Java Motivation  Goal: Study Micro-blogging usage, user-intentions and community structure.  Motivation: –What is the excitement about? –What is the user-intention in micro-blogging? –How is this form of communication different?

8 Aug 12, 2007Akshay Java Outline Why We Twitter? Micro-blogging Usage Micro-blogging Usage User Intentions Community-based Intentions Community-based Intentions Content-based Intentions Content-based Intentions

9 Aug 12, 2007Akshay Java Social Media Social media describes the online technologies and practices that people use to share opinions, insights, experiences, perspectives with each other. ~ Wikipedia 07

10 Aug 12, 2007Akshay Java Social Media Social media describes the online technologies and practices that people use to share opinions, insights, experiences, perspectives and engage with each other. Examples: Blogs, Wikis, Flickr, YouTube, Micro-blogs…

11 Aug 12, 2007Akshay Java Outline Why We Twitter? Micro-blogging Usage Micro-blogging Usage User Intentions Community-based Intentions Community-based Intentions Content-based Intentions Content-based Intentions USAGE Popularity of Twitter? Is it very different from blogs? What is it’s adoption across the world?

12 Aug 12, 2007Akshay Java Dataset Description  Constructed by monitoring the Public timeline of posts  2 month period (04/07-05/07)  1,348,543 posts  76,177 Users  829,053 friend relation between them  Used the Twitter API for accessing user social network

13 Aug 12, 2007Akshay Java The Twitter Phenomenon  Twitter’s popularity increased after winning the Web award at SXSW conference, March 2007. Currently, Twitter is the most popular micro-blogging tool. Source: ComScore

14 Aug 12, 2007Akshay Java Growth Rate Slow down in growth of new users joining the network. Dedicated user-base generating new updates/tweets.

15 Aug 12, 2007Akshay Java Network Statistics Degree distributions similar to Blogs, Web…

16 Aug 12, 2007Akshay Java Network Statistics However, higher reciprocal linking and clustering coefficient indicates mutual acquaintance. Network Statistics

17 Aug 12, 2007Akshay Java User Retention ACTIVE RETAINED User has at least one post in the week Active user, who reposts the following week Shows a continued activity and retention on Twitter

18 Aug 12, 2007Akshay Java Geographical Spread Cross Continent Social Network Continental Network Properties Top Cities: Tokyo, NY, SF, Seattle, LA, Chicago, Toronto, Austin, Singapore, Madrid Global popularity Social network crosses geographical boundaries Higher reciprocity in Europe and Asia

19 Aug 12, 2007Akshay Java Outline Why We Twitter? Micro-blogging Usage Micro-blogging Usage User Intentions Community-based Intentions Community-based Intentions Content-based Intentions Content-based Intentions USER INTENTION What are we using Twitter for? Are there communities? If so, what are the community-level intentions?

20 Aug 12, 2007Akshay Java User Intentions Using Link Structure: –Information source Such users have a number of followers ( include bots like forecast, stock, CNN breaking news, etc.) –Information seeker Such users may post infrequently, but have a number of connections –Friendship relation Most user’s social network is within mutual acquaintances Using Content: –Daily chatter dinner, work, movie… –Conversations (@) Reply to a specific person @ev –Sharing URLs Sharing URLs through tinyURL –Commenting on News Number of automated RSS to Twitter bots posting news

21 Aug 12, 2007Akshay Java Communities in Twitter  First find Hubs and Authorities using HITS  Consider only bidirectional links  Clique Percolation Method (CPM) to find overlapping communities A-list bloggers and personalities are on Twitter Scobleizer, SteveRubel, JasonCalacanis, SteveJobs JohnEdwards, BarakObama, et al. Hubs and Authorities

22 Aug 12, 2007Akshay Java Clique Percolation Method (CPM) Basic Idea Two nodes belong to the same community if they can be connected through adjacent k-cliques. I. Derenyi, G. Palla, and T. Vicsek. Clique percolation in random networks. Physical Review Letters, 94:160202, 2005. G. Palla, I. Derenyi, I. Farkas, and T. Vicsek. Uncovering the overlapping community structure of complex networks in nature and society. Nature, 435:814, 2005. Example Gaming Community

23 Aug 12, 2007Akshay Java com:175twitter:134 just:133like:86 good:82tinyurl:75 time:74new:74 jasona:73going:68 day:63don:61 work:58think:56 ll:54scottw:54 today:52hkarthik:50 nice:49getting:47 got:47really:46 yeah:44need:43 watching:41love:41 night:40home:40 com:93twitter:74 just:35new:32 tinyurl:29going:24 ll:22blog:21 jaiku:21don:21 leo:21flickr:21 like:19video:18 google:18today:18 feeds:18getting:16 yeah:16good:15 people:15 com:93twitter:76tinyurl:34 just:32new:28video:26 going:24ll:22jaiku:22 blog:21leo:21like:19 don:19gamerandy:19yeah:18 google:17live:16people:16 got:16know:15time:15 com:121twitter:76just:50 ustream:43tv:42live:42 today:39hawaii:36day:33 new:33time:33good:33 video:32leo:30work:30 like:28watching:28tinyurl:28 com:198twitter:132just:109 tinyurl:87going:59blog:56 like:55good:51new:50 url:50day:49people:46 time:45today:45google:42 don:41think:40night:38 ll:38need:35got:33 ireland:33great:31looking:29 work:29thanks:28video:26 INFORMATION HUB Information Source: Communities connected via Robert Scoble, an A-list blogger

24 Aug 12, 2007Akshay Java Key Terms going:222 just:218 work:170night:143 bed:140time:139 good:137com:130 lost:124day:122 home:112 listening:111today:100 new:98got:97 gspn:92 watching:92kids:88 morning:81twitter:79 getting:77tinyurl:75 lunch:74like:72 podcast:72watch:71 ready:70tv:69 need:64live:61 tonight:61trying:58 love:58cliff:58 dinner:56 Key Terms just:312com:180 work:180time:149 listening:147home:145 going:139day:134 got:126today:124 good:116bed:114 night:112tinyurl:97 getting:88podcast:87 dinner:85watching:83 like:78mass:78 lunch:72new:72 ll:70tomorrow:69 ready:64twitter:62 working:61tonight:61 morning:58need:58 great:58finished:55 tv:54 INFORMATION BRIDGE Information Source, Information Seeker: Different roles in different communities

25 Aug 12, 2007Akshay Java STAR NETWORKS / SMALL CLIQUES Friendship-relation: Small groups among friends/co-workers

26 Aug 12, 2007Akshay Java Outline Why We Twitter? Micro-blogging Usage Micro-blogging Usage User Intentions Community-based Intentions Community-based Intentions Content-based Intentions Content-based Intentions USER INTENTION What are the distinctive terms? Are there any trends?

27 Aug 12, 2007Akshay Java Wisdom of the Crowds log-likelihood ratio Popular topics: Activities, Current Events, TV shows/Entertainment

28 Aug 12, 2007Akshay Java Twitterment http://twitterment.umbc.edu Search and Trend analytics on Twittersphere lunch dinner work lunch dinner coffee chipotle panera

29 Aug 12, 2007Akshay Java Outlook on Micro-Blogging  The future is here! Twitter,Jaiku,Pownce,FaceBook  Status message is now public –Ambient intimacy –Information sharing  Thoughts on new applications –Users can play different roles in different communities –Number of updates received can be quite overwhelming –New tools and services would benefit from allowing greater personalization based on user-intentions e.g. Separating work and friend social network

30 Aug 12, 2007Akshay Java Conclusions  First study of the Microblogging phenomenon.  Popularity of Micro-blogging due to the combined benefits of –Light-weight blogging –and the ability to share information in the social network.  Main user-intentions –Information sharing –Information seeking –Friendship –Users generated content includes: Status updates, daily chatter, sharing links/News, etc.  Future Work –Automatically classifying the different intentions. –Finding frequent patterns in community structure.

31 Aug 12, 2007Akshay Java Thank You! Questions? Thanks to Twitter Inc. for providing the Twitter API. http://twitter.com/akshayjava

32 Aug 12, 2007Akshay Java Backup Slides

33 Aug 12, 2007Akshay Java User Intentions


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