Effectiveness of Corporate Social Media Activities to Increase Relational Outcomes

This study applies social media analytics to investigate the impact of different corporate social media activities on user word of mouth and attitudinal loyalty. We conduct a multilevel analysis of approximately 5 million tweets regarding the main Twitter accounts of 28 large global companies. We empirically identify different social media activities in terms of social media management strategies (using social media management tools or the web-frontend client), account types (broadcasting or receiving information), and communicative approaches (conversational or disseminative). We find positive effects of social media management tools, broadcasting accounts, and conversational communication on public perception

An Information Diffusion-Based Recommendation Framework for Micro-Blogging

Micro-blogging is increasingly evolving from a daily chatting tool into a critical platform for individuals and organizations to seek and share real-time news updates during emergencies. However, seeking and extracting useful information from micro-blogging sites poses significant challenges due to the volume of the traffic and the presence of a large body of irrelevant personal messages and spam. In this paper, we propose a novel recommendation framework to overcome this problem. By analyzing information diffusion patterns among a large set of micro-blogs that play the role of emergency news providers, our approach selects a small subset as recommended emergency news feeds for regular users. We evaluate our diffusion-based recommendation framework on Twitter during the early outbreak of H1N1 Flu. The evaluation results show that our method results in more balanced and comprehensive recommendations compared to benchmark approaches

The Shapes of Cultures: A Case Study of Social Network Sites/Services Design in the U.S. and China

With growing popularity of the use of social network sites/services (SNSs) throughout the world, the global dominance of SNSs designed in the western industrialized countries, especially in the United Sates, seems to have become an inevitable trend. As internationalization has become a common practice in designing SNSs in the United States, is localization still a viable practice? Does culture still matter in designing SNSs? This dissertation aims to answer these questions by comparing the user interface (UI) designs of a U.S.-based SNS, Twitter, and a China-based SNS, Sina Weibo, both of which have assumed an identity of a “microblogging” service, a sub category of SNSs. This study employs the theoretical lens of the theory of technical identity, user-centered website cultural usability studies, and communication and media studies. By comparing the UI designs, or the “form,” of the two microblogging sites/services, I illustrate how the social functions of a technological object as embedded and expressed in the interface designs are preserved or changed as the technological object that has developed a relatively stable identity (as a microblogging site/service) in one culture is transferred between the “home” culture and another. The analysis in this study focuses on design elements relevant to users as members of networks, members of audience, and publishers/broadcasters. The results suggest that the designs carry disparate biases towards modes of communication and social affordances, which indicate a shift of the identity of microblogging service/site across cultures

Unexpected relevance: An empirical study of serendipity in retweets.

Abstract Serendipity is a beneficial discovery that happens in an unexpected way. It has been found spectacularly valuable in various contexts, including scientific discoveries, acquisition of business, and recommender systems. Although never formally proved with large-scale behavioral analysis, it is believed by scientists and practitioners that serendipity is an important factor of positive user experience and increased user engagement. In this paper, we take the initiative to study the ubiquitous occurrence of serendipitious information diffusion and its effect in the context of microblogging communities. We refer to serendipity as unexpected relevance, then propose a principled statistical method to test the unexpectedness and the relevance of information received by a microblogging user, which identifies a serendipitous diffusion of information to the user. Our findings based on large-scale behavioral analysis reveal that there is a surprisingly strong presence of serendipitous information diffusion in retweeting, which accounts for more than 25% of retweets in both Twitter and Weibo. Upon the identification of serendipity, we are able to conduct observational analysis that reveals the benefit of serendipity to microblogging users. Results show that both the discovery and the provision of serendipity increase the level of user activities and social interactions, while the provision of serendipitous information also increases the influence of Twitter users

Social4Rec: Distilling User Preference from Social Graph for Video Recommendation in Tencent

Despite recommender systems play a key role in network content platforms, mining the user's interests is still a significant challenge. Existing works predict the user interest by utilizing user behaviors, i.e., clicks, views, etc., but current solutions are ineffective when users perform unsettled activities. The latter ones involve new users, which have few activities of any kind, and sparse users who have low-frequency behaviors. We uniformly describe both these user-types as "cold users", which are very common but often neglected in network content platforms. To address this issue, we enhance the representation of the user interest by combining his social interest, e.g., friendship, following bloggers, interest groups, etc., with the activity behaviors. Thus, in this work, we present a novel algorithm entitled SocialNet, which adopts a two-stage method to progressively extract the coarse-grained and fine-grained social interest. Our technique then concatenates SocialNet's output with the original user representation to get the final user representation that combines behavior interests and social interests. Offline experiments on Tencent video's recommender system demonstrate the superiority over the baseline behavior-based model. The online experiment also shows a significant performance improvement in clicks and view time in the real-world recommendation system. The source code is available at https://github.com/Social4Rec/SocialNet

Two-Stage Friend Recommendation Based on Network Alignment and Series Expansion of Probabilistic Topic Model

© 2017 IEEE. Precise friend recommendation is an important problem in social media. Although most social websites provide some kinds of auto friend searching functions, their accuracies are not satisfactory. In this paper, we propose a more precise auto friend recommendation method with two stages. In the first stage, by utilizing the information of the relationship between texts and users, as well as the friendship information between users, we align different social networks and choose some "possible friends." In the second stage, with the relationship between image features and users, we build a topic model to further refine the recommendation results. Because some traditional methods, such as variational inference and Gibbs sampling, have their limitations in dealing with our problem, we develop a novel method to find out the solution of the topic model based on series expansion. We conduct experiments on the Flickr dataset to show that the proposed algorithm recommends friends more precisely and faster than traditional methods

Trust aware system for social networks: A comprehensive survey

Social networks are the platform for the users to get connected with other social network users based on their interest and life styles. Existing social networks have millions of users and the data generated by them are huge and it is difficult to differentiate the real users and the fake users. Hence a trust worthy system is recommended for differentiating the real and fake users. Social networking enables users to send friend requests, upload photos and tag their friends and even suggest them the web links based on the interest of the users. The friends recommended, the photos tagged and web links suggested may be a malware or an untrusted activity. Users on social networks are authorised by providing the personal data. This personal raw data is available to all other users online and there is no protection or methods to secure this data from unknown users. Hence to provide a trustworthy system and to enable real users activities a review on different methods to achieve trustworthy social networking systems are examined in this paper

Automatic extraction of mobility activities in microblogs

Tese de Mestrado Integrado. Engenharia Informática e Computação. Faculdade de Engenharia. Universidade do Porto. 201