#mytweet via Instagram: Exploring User Behaviour Across Multiple Social Networks
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1 1 #mytweet via Instagram: Exploring User Behaviour Across Multiple Social Networks Bang Hui Lim, Dongyuan Lu Tao Chen, Min-yen Kan Web Information Retrieval / Natural Language Processing Group
2 Introduction 2 Background 1600 Number of users / million % of Internet users use Online Social Networks (OSN) 2 Average user has 5.54 Social Media accounts 3 Uses 2.82 sites actively 0 Active users worldwide 1
3 Introduction 3 Motivation Most research done on single OSN Holistic modelling of users Multi OSN research: Forecasting evolution of trending topics across different OSNs (Althoff et al. 2013) Internetwork interactions (Chen et al. 2014) How users behave across Image-based and Text-based networks (Ottoni et al. 2014)
4 Introduction 4 Scope 6 OSNs: Flickr, Google+, Instagram, Tumblr, Twitter and Youtube Multi-network analysis of user behaviour Cross network interactions Publicly available data No image / video analysis
5 Introduction 5 3 ways to cross-share 1. Native feature 2. Third party app 3. Copy and paste Instagram Hootsuite Twitter to Facebook
6 6 Introduction Dataset User Profile Posts - Cross-sharing - Temporal Analysis - Topic Analysis Conclusion Outline
7 Dataset Profile Description OSN accounts
8 Dataset 8 Dataset Users 27.8K 6 OSNs K Users 4 accounts / user 19.6K 20.4K 16.7K 14.5K 11.9K Flickr Google+ Instagram Tumblr Twitter Youtube Posts 88.4M 14.8M 2.6M 2.8M 9M 1.3M Flickr Google+ Instagram Tumblr Twitter Youtube
9 Dataset 9 User Statistics also use: Twitter Google Instagra Tumblr Flickr YouTube % of users who use: Twitter Google Instag Tumblr Flickr YouTub
10 Dataset 10 Activity Statistics (2, 0.9) (2.75, 0.9) Average number of networks used, daily 40% of users are active on any given day More networks utilised on days with higher activity
11 11 Introduction Dataset User Profile Posts - Cross-sharing - Temporal Analysis - Topic Analysis Conclusion Outline
12 User Profile 12 I m a Digital Media Specialist passionate about self education, lifelong learning... Explore Dream Create. Knowledge is freedom. I run a website called DIY Genius that helps young people self education. All my photographs are posted under the creative commons non commercial attribution... I m interested in digital media, adventure sports, and mountains. A collection of videos I ve filmed on my iphone while hiking skiing and biking in the mountains.
13 User Profile 13 Self-description Similarity Pairwise Jaccard Coefficient
14 14 Introduction Dataset User Profile Posts - Cross-sharing - Temporal Analysis - Topic Analysis Conclusion Outline
15 Posts - Cross-sharing 15 Cross-sharing Multicasting user activity over multiple social networks. Source-sink relationship between OSNs Sink Source
16 Posts - Cross-sharing 16 Source - Sink Graph
17 17 Introduction Dataset User Profile Posts - Cross-sharing - Temporal Analysis - Topic Analysis Conclusion Outline
18 Posts - Temporal Analysis 18 Time of Day Weekday Weekend Different peaks for activity levels on weekend and on weekdays
19 Posts - Temporal Analysis 19 Day of Week» Different uses for OSNs - personal vs work
20 20 Introduction Dataset User Profile Posts - Cross-sharing - Temporal Analysis - Topic Analysis Conclusion Outline
21 Posts - Topical Analysis 21 The Average user
22 Posts - Topical Analysis 22 Meso-Level Groups: Profession User description keywords 3 professions: Developer, Producer, Marketing expert How do different professions use different OSNs? OSN for work, OSN for personal use
23 Posts - Topical Analysis 23 Topic Modeling Collection of Documents (posts) Top words that belong to a cluster Inferred topics LDA Topic 1 1 love love father mother vacation dinner love father mother vacation dinner brother [ ] 1. Family 2. Technology 3. Music 4. <Unknown> Food Latent Dirichlet Allocation (LDA)(Blei et al., 2003)
24 Posts - Topical Analysis 24 Matching Profession Topics Posts Developer Technology.. Mobile Gadgets.. Food LDA Work related New Ubuntu image available on Digital Ocean. Sweet! Non-work related I love taco bell :D Match topics to professions manually
25 Posts - Topical Analysis 25 Many People are Workaholics! 90% 85% User Percentage 80% 75% 70% 65% Producer Marketing Expert Developer Workaholic: Top 2 frequently topics are work related
26 Posts - Topical Analysis 26 OSNs for Work Related Posts 40% Producer Marketing Expert Developer 30% User Percentage 20% 10% 0% Twitter Google+ Youtube Tumblr Instagram Flickr
27 27 Introduction Dataset User Profile Posts - Cross-sharing - Temporal Analysis - Topic Analysis Conclusion Outline
28 Conclusion 28 Conclusion 6 OSNs: Flickr, Google+, Instagram, Tumblr, Twitter and Youtube Most users describe themselves differently. OSN cross-sharing directionality - sink and source YouTube and Instagram are popular content originators Twitter is a content aggregator OSNs for work and personal use Dataset will be available at: downloads/aboutme
29 Conclusion 29 I m a Digital Media Specialist passionate about self education, lifelong learning... Explore Dream Create. Knowledge is freedom. I run a website called DIY Genius that helps young people self education. All my photographs are posted under the creative commons non commercial attribution... I m interested in digital media, adventure sports, and mountains. A collection of videos I ve filmed on my iphone while hiking skiing and biking in the mountains.
30 30 Thank you! Web Information Retrieval / Natural Language Processing Group
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