Loyalty in Online Communities

Loyalty is an essential component of multi-community engagement. When users have the choice to engage with a variety of different communities, they often become loyal to just one, focusing on that community at the expense of others. However, it is unclear how loyalty is manifested in user behavior, or whether loyalty is encouraged by certain community characteristics. In this paper we operationalize loyalty as a user-community relation: users loyal to a community consistently prefer it over all others; loyal communities retain their loyal users over time. By exploring this relation using a large dataset of discussion communities from Reddit, we reveal that loyalty is manifested in remarkably consistent behaviors across a wide spectrum of communities. Loyal users employ language that signals collective identity and engage with more esoteric, less popular content, indicating they may play a curational role in surfacing new material. Loyal communities have denser user-user interaction networks and lower rates of triadic closure, suggesting that community-level loyalty is associated with more cohesive interactions and less fragmentation into subgroups. We exploit these general patterns to predict future rates of loyalty. Our results show that a user's propensity to become loyal is apparent from their first interactions with a community, suggesting that some users are intrinsically loyal from the very beginning.Comment: Extended version of a paper appearing in the Proceedings of ICWSM 2017 (with the same title); please cite the official ICWSM versio

The Size Conundrum: Why Online Knowledge Markets Can Fail at Scale

In this paper, we interpret the community question answering websites on the StackExchange platform as knowledge markets, and analyze how and why these markets can fail at scale. A knowledge market framing allows site operators to reason about market failures, and to design policies to prevent them. Our goal is to provide insights on large-scale knowledge market failures through an interpretable model. We explore a set of interpretable economic production models on a large empirical dataset to analyze the dynamics of content generation in knowledge markets. Amongst these, the Cobb-Douglas model best explains empirical data and provides an intuitive explanation for content generation through concepts of elasticity and diminishing returns. Content generation depends on user participation and also on how specific types of content (e.g. answers) depends on other types (e.g. questions). We show that these factors of content generation have constant elasticity---a percentage increase in any of the inputs leads to a constant percentage increase in the output. Furthermore, markets exhibit diminishing returns---the marginal output decreases as the input is incrementally increased. Knowledge markets also vary on their returns to scale---the increase in output resulting from a proportionate increase in all inputs. Importantly, many knowledge markets exhibit diseconomies of scale---measures of market health (e.g., the percentage of questions with an accepted answer) decrease as a function of number of participants. The implications of our work are two-fold: site operators ought to design incentives as a function of system size (number of participants); the market lens should shed insight into complex dependencies amongst different content types and participant actions in general social networks.Comment: The 27th International Conference on World Wide Web (WWW), 201

Are All Successful Communities Alike? Characterizing and Predicting the Success of Online Communities

The proliferation of online communities has created exciting opportunities to study the mechanisms that explain group success. While a growing body of research investigates community success through a single measure -- typically, the number of members -- we argue that there are multiple ways of measuring success. Here, we present a systematic study to understand the relations between these success definitions and test how well they can be predicted based on community properties and behaviors from the earliest period of a community's lifetime. We identify four success measures that are desirable for most communities: (i) growth in the number of members; (ii) retention of members; (iii) long term survival of the community; and (iv) volume of activities within the community. Surprisingly, we find that our measures do not exhibit very high correlations, suggesting that they capture different types of success. Additionally, we find that different success measures are predicted by different attributes of online communities, suggesting that success can be achieved through different behaviors. Our work sheds light on the basic understanding of what success represents in online communities and what predicts it. Our results suggest that success is multi-faceted and cannot be measured nor predicted by a single measurement. This insight has practical implications for the creation of new online communities and the design of platforms that facilitate such communities.Comment: To appear at The Web Conference 201

Discovery, retrieval, and analysis of the 'Star wars' botnet in twitter

It is known that many Twitter users are bots, which are accounts controlled and sometimes created by computers. Twitter bots can send spam tweets, manipulate public opinion and be used for online fraud. Here we report the discovery, retrieval, and analysis of the ‘Star Wars’ botnet in Twitter, which consists of more than 350,000 bots tweeting random quotations exclusively from Star Wars novels. The botnet contains a single type of bot, showing exactly the same properties throughout the botnet. It is unusually large, many times larger than other available datasets. It provides a valuable source of ground truth for research on Twitter bots. We analysed and revealed rich details on how the botnet was designed and created. As of this writing, the Star Wars bots are still alive in Twitter. They have survived since their creation in 2013, despite the increasing efforts in recent years to detect and remove Twitter bots. We also reflect on the ‘unconventional’ way in which we discovered the Star Wars bots, and discuss the current problems and future challenges of Twitter bot detection