Wearing Many (Social) Hats: How Different are Your Different Social Network Personae?

This paper investigates when users create profiles in different social networks, whether they are redundant expressions of the same persona, or they are adapted to each platform. Using the personal webpages of 116,998 users on About.me, we identify and extract matched user profiles on several major social networks including Facebook, Twitter, LinkedIn, and Instagram. We find evidence for distinct site-specific norms, such as differences in the language used in the text of the profile self-description, and the kind of picture used as profile image. By learning a model that robustly identifies the platform given a user's profile image (0.657--0.829 AUC) or self-description (0.608--0.847 AUC), we confirm that users do adapt their behaviour to individual platforms in an identifiable and learnable manner. However, different genders and age groups adapt their behaviour differently from each other, and these differences are, in general, consistent across different platforms. We show that differences in social profile construction correspond to differences in how formal or informal the platform is.Comment: Accepted at the 11th International AAAI Conference on Web and Social Media (ICWSM17

Collaborative Feature Learning from Social Media

Image feature representation plays an essential role in image recognition and related tasks. The current state-of-the-art feature learning paradigm is supervised learning from labeled data. However, this paradigm requires large-scale category labels, which limits its applicability to domains where labels are hard to obtain. In this paper, we propose a new data-driven feature learning paradigm which does not rely on category labels. Instead, we learn from user behavior data collected on social media. Concretely, we use the image relationship discovered in the latent space from the user behavior data to guide the image feature learning. We collect a large-scale image and user behavior dataset from Behance.net. The dataset consists of 1.9 million images and over 300 million view records from 1.9 million users. We validate our feature learning paradigm on this dataset and find that the learned feature significantly outperforms the state-of-the-art image features in learning better image similarities. We also show that the learned feature performs competitively on various recognition benchmarks